Case Study: UP Entertainment achieves higher email engagement and lower churn with Twilio Segment

How UP Entertainment optimized email campaign engagement and decreased churn with Twilio Segment

UP Entertainment, a digital cable and TV network, was struggling with fragmented data across business units and tools, along with weak attribution reporting and no automation system. This made it hard to understand which ads, emails, or texts drove customer actions and limited the effectiveness of its marketing campaigns. The company used Twilio Segment to help unify data collection as part of a broader martech stack.

Using Twilio Segment with Looker, Mailchimp, Google Ads, Facebook Ads, and Branch, UP Entertainment built a more events-driven marketing system with better visibility into every customer touchpoint. The result was improved email campaign engagement, higher open and click-through rates, lower cost per acquisition, increased subscriber growth, and a year-over-year decrease in churn.

UP Entertainment

Danny Ayoubi

Director of Data Science