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Article: Divide and Conquer, by Mail.(Time Warner Inc. digital phone service)
- Article from:
- Multichannel News
- Article date:
- May 1, 2006
CopyrightCOPYRIGHT 2006 Reed Business Information, Inc. (US). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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By Linda Haugsted
Targeted Messages Double Response for Time Warner Unit
Time Warner Cable's Charlotte, N.C., division nearly doubled the response rate to its direct-mail solicitations for digital phone service by dividing and targeting that mail into three "mega-segments."
Using Cohorts, a household-based segmentation tool by Denver-based Looking Glass, Inc., the Charlotte unit disseminated the same sign-up offer Time Warner deployed in other markets. However, these messages were designed to specifically appeal to the segment households.
Each of the offers touted digital phone service with unlimited calling throughout the U.S. and ...