The CCA Voice - Spring/Summer 2018 - 23

STRUCTURING THE FUTURE

Keeping Your Email Marketing
Strategy Relevant as Subscriber
Preferences Evolve

By Ron Whaley
Chief Revenue Officer,
OSG Billing Services

T

oday's wireless subscribers are
more sophisticated and educated
than ever. As the value everyone
places on their time increases, the easy
road of bombarding subscribers with
communications that are irrelevant,
generic or poorly timed no longer works.
Today we need to deliver personalized,
deeply-engaging content.
Today's subscribers are wise to basic
email marketing practices - simply using
their name in the subject line is no longer
enough to stand out. If a subscriber still
feels like another entry in a database after
opening a message (if they even do that),
you won't keep their attention for long.
Personalization is an amazing
practice that builds engagement, earns
consumer loyalty and increases brand
awareness with each message sent. When
subscribers are engaged in authentic,
meaningful conversations, the results are
nothing short of remarkable.

Use Data to Create
Personalized Content
Research shows that personalized
emails have transaction rates six times
higher than non-personalized messages.1
Every message you send should be

timely, relevant and unique. That aspect
of uniqueness should be the result of a
symbiotic relationship with your subscribers
- every way they engage with your
message is data that should be harnessed
and used to tailor the content you send
them. The more data you have, the more
amazing, personalized messages you
can craft. Instead of shouting through
a megaphone and hoping someone's
listening, you can now engage each
individual on a personal level.
You start learning about your
subscribers the minute you start sending
to them: What they're opening and
clicking, what they're browsing for and
purchasing, and various other granular
differentiators. Use this information to
create unique messaging. Did you know
Abandoned Cart emails can generate as
much as 20 times more revenue than your
typical promotional email? And Browse
More emails (For example, "You might
also be interested in ...") generate almost
four times the revenue other promotional
emails do.1
Maximize Your Reach
Your subscribers and prospects are
increasingly invested in social networks.
Not only are they participating in greater
numbers, they're also placing greater trust
in the opinions of their social connections:
70 percent of subscribers trust brand
recommendations from friends and 81
percent of subscribers who find products
through social networks are social sharers
themselves, which creates a valuable
referral cycle.1
Make sure you harness social sharing,
social posting and social tracking with
every email message you send, allowing
you to fully harness the power of your
subscribers' extended networks and reach
a wider audience through valued,
trusted referrals.
THE

Tap into the Full Potential of Mobile
In this day and age, we are tied to our
mobile devices. On average, we spend
five hours a day on our phones and over
half of us check our email on them. With
this much interaction with smartphones
and other devices, it's getting increasingly
important to utilize other mobile methods
of connecting with subscribers.
SMS (text messaging) is an amazing
compliment to email marketing and
the numbers prove that every marketer
should be leveraging it in their customer
communication strategy:
* 90 percent percent of SMS messages are
read within three minutes
* SMS has a 45 percent conversion rate1
Another thing to keep in mind when
it comes to the mobile aspect of email
marketing is that your messages need to
be fully responsive across every device
and operating system. This is an important
thing to get right with your emails,
otherwise you risk losing your audience:
up to 75 percent of your customers won't
engage or will delete an email that doesn't
render properly.1
When the right content reaches the
right people, your marketing campaigns
go further than you ever thought possible.
Personalized messages cut through the
clutter and make a genuine connection
with your subscribers.
References
1

Guide to Optimized Engagement. WhatCounts

OSG Billing Services (OSG) is a next-generation
technology partner providing integrated,
multichannel electronic and full color print and
mail billing and customer communications
solutions. Through a state-of-the-art processing
environment and a solid focus on the customer
experience, OSG helps you meet the needs of
your dynamic customers and navigate today's
complex billing world.

VOICE * www.ccamobile.org * Spring/Summer 2018 23


http://www.ccamobile.org

Table of Contents for the Digital Edition of The CCA Voice - Spring/Summer 2018

Board of Directors/Staff
Chairman’s Letter by Brian L. Spurgeon
A Message from the President & CEO by Steven K. Berry
CCA’s 2017 Annual Achievement Award Winners
Coming Soon to a Phone Near You – eSIM™
Solving the 5G Regulatory Puzzle
Weathering the Storm; Using CCA as a Resource in Emergency Situations
Shifting Marketing Dollars to Effectively Catch Today’s Mobile Audience
The Power of the Private Network
(Infra)-Structuring the Future
Keeping Your Email Marketing Strategy Relevant as Subscriber Preferences Evolve
The Future of Wireless
It’s Just Business: Zero-Latency for LTE-based Mobile Computing Is No Longer a Technical Question
How Mobile Operators Can Maximize the Business Experience with Group Communications and Collaboration
The Critical Role of Cellular WAN Failover in Business: Expand Your Service with Fully Managed LTE Failover
“Calling” All Carriers – Do You Use IVR?
VoWiFi and its Impact on 9-1-1
Five Best Practices for Operating Your Cellphone Repair Shop
Dramatically Improve Your 4G LTE Network by Leveraging 5G Technology
Congressional Spotlight: Senator Maggie Hassan (D-NH)
Index of Advertisers
The CCA Voice - Spring/Summer 2018 - Intro
The CCA Voice - Spring/Summer 2018 - bellyband1
The CCA Voice - Spring/Summer 2018 - bellyband2
The CCA Voice - Spring/Summer 2018 - cover1
The CCA Voice - Spring/Summer 2018 - cover2
The CCA Voice - Spring/Summer 2018 - 3
The CCA Voice - Spring/Summer 2018 - 4
The CCA Voice - Spring/Summer 2018 - 5
The CCA Voice - Spring/Summer 2018 - 6
The CCA Voice - Spring/Summer 2018 - 7
The CCA Voice - Spring/Summer 2018 - Board of Directors/Staff
The CCA Voice - Spring/Summer 2018 - Chairman’s Letter by Brian L. Spurgeon
The CCA Voice - Spring/Summer 2018 - 10
The CCA Voice - Spring/Summer 2018 - A Message from the President & CEO by Steven K. Berry
The CCA Voice - Spring/Summer 2018 - 12
The CCA Voice - Spring/Summer 2018 - CCA’s 2017 Annual Achievement Award Winners
The CCA Voice - Spring/Summer 2018 - 14
The CCA Voice - Spring/Summer 2018 - Coming Soon to a Phone Near You – eSIM™
The CCA Voice - Spring/Summer 2018 - 16
The CCA Voice - Spring/Summer 2018 - Solving the 5G Regulatory Puzzle
The CCA Voice - Spring/Summer 2018 - 18
The CCA Voice - Spring/Summer 2018 - Weathering the Storm; Using CCA as a Resource in Emergency Situations
The CCA Voice - Spring/Summer 2018 - Shifting Marketing Dollars to Effectively Catch Today’s Mobile Audience
The CCA Voice - Spring/Summer 2018 - The Power of the Private Network
The CCA Voice - Spring/Summer 2018 - (Infra)-Structuring the Future
The CCA Voice - Spring/Summer 2018 - Keeping Your Email Marketing Strategy Relevant as Subscriber Preferences Evolve
The CCA Voice - Spring/Summer 2018 - The Future of Wireless
The CCA Voice - Spring/Summer 2018 - It’s Just Business: Zero-Latency for LTE-based Mobile Computing Is No Longer a Technical Question
The CCA Voice - Spring/Summer 2018 - How Mobile Operators Can Maximize the Business Experience with Group Communications and Collaboration
The CCA Voice - Spring/Summer 2018 - The Critical Role of Cellular WAN Failover in Business: Expand Your Service with Fully Managed LTE Failover
The CCA Voice - Spring/Summer 2018 - “Calling” All Carriers – Do You Use IVR?
The CCA Voice - Spring/Summer 2018 - VoWiFi and its Impact on 9-1-1
The CCA Voice - Spring/Summer 2018 - Five Best Practices for Operating Your Cellphone Repair Shop
The CCA Voice - Spring/Summer 2018 - Dramatically Improve Your 4G LTE Network by Leveraging 5G Technology
The CCA Voice - Spring/Summer 2018 - Congressional Spotlight: Senator Maggie Hassan (D-NH)
The CCA Voice - Spring/Summer 2018 - 33
The CCA Voice - Spring/Summer 2018 - 34
The CCA Voice - Spring/Summer 2018 - 35
The CCA Voice - Spring/Summer 2018 - Index of Advertisers
The CCA Voice - Spring/Summer 2018 - 37
The CCA Voice - Spring/Summer 2018 - 38
The CCA Voice - Spring/Summer 2018 - cover3
The CCA Voice - Spring/Summer 2018 - cover4
The CCA Voice - Spring/Summer 2018 - outsert1
The CCA Voice - Spring/Summer 2018 - outsert2
The CCA Voice - Spring/Summer 2018 - outsert3
The CCA Voice - Spring/Summer 2018 - outsert4
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