AT&T Consumer Emails
I spent more than six years living and breathing the AT&T brand. During that time, I worked on many different areas of the AT&T business, from High-Speed Internet to U-verse to eServices. As a writer and ACD, I helped craft countless emails, eNewsletters, and landing pages that piqued the interest of prospects, brought new customers on board and kept existing customers coming back for more.
AT&T eServices Paperless Billing Email
Our AT&T eService clients were tasked with increasing customer enrollment in paperless billing as well as driving awareness and usage of AT&T's eSupport tools and resources. They were seasoned marketers and (happily) needed no convincing of the importance of testing. We worked closely with them to create annual test plans to optimize promotions, design and messaging. This campaign tested a generic control message against unique messaging and imagery based on AT&T consumer data.
AT&T U-verse Welcome eSupport Email
This email was sent as part of a welcome stream to new AT&T U-verse customers. I convinced our client to test this email with a static image in the screen and with an animated gif of one of AT&T's support videos. The animated version won hands-down and it became the new champion to beat.
AT&T eSupport Email
For this email, we wanted to see if we could increase our click through rate by including a module with articles on the AT&T eSupport website in addition to our regular eSupport message. We looked at call center data to determine the most common support issues and then highlighted articles that addressed those issues in our "top support articles" module. Sure enough, we did see an increase in our CTR and we rolled out the top articles module as part of our champion creative.
AT&T Up To Speed eNewsletter
For several years, I acted as the lead writer and ACD for the AT&T Up To Speed eNewsletter. I worked with our client and account team to brainstorm on content topics and managed the annual editorial calendar. Although this was a great vehicle for cross-promotion of other AT&T products, we kept the featured content purely educational.
AT&T Black Friday Email
Our client came to us asking for a quick promotional email. They didn't have any specific deals, just wanted a generic message about the special offers available online. Oh and by the way, they told us, it’s going out a few days before Black Friday. Knowing we needed to break through the holiday clutter, we came up with a concept that was clear, direct and visually disruptive. The fact that it pushed the brand just enough to make folks a little nervous was a nice bonus.
Agency: Javelin