Case Study: Telstra achieves deeper customer relationships and revenue growth with Oracle Marketing Cloud

Telstra Makes Meaningful Connections for Deeper Customer Relationships

Telstra, Australia’s leading telecommunications provider, wanted its monthly consumer newsletter Keeping In Touch (KIT)—sent to about 3.5 million customers—to do more than broadcast company news. The single-version email offered limited segmentation and personalization, so Telstra set out to create one-to-one conversations that build loyalty, encourage digital adoption, and uncover upsell opportunities.

Using Oracle Marketing Cloud, Telstra relaunched KIT with a dynamic, personalized design that tailors articles and offers to each customer’s contract, history, products, interests, and behavior. The first redesigned issue drove more than 20,000 account logins, nearly 500 app downloads and ~300 bill-notification activations, delivered a 21.5% lift in incremental revenue, a 16.8% uplift in new services, and a 14% increase in engagement (189,000 unique clicks and a click-to-open rate above 30%), while enabling continual A/B testing and improved onboarding for new customers.

Telstra

Wilhelm De Salvo

Senior Digital Channels Specialist