AT&T Fixed Wireless Internet

Rural America lags behind its urban counterparts in broadband internet access. This hinders educational development, employment opportunities and access to popular entertainment outlets. AT&T, in cooperation with the U.S. government, has made it a mission to bring affordable high-speed Fixed Wireless Internet to rural America, helping close the digital divide.

We developed an integrated print and digital Launch Program that follows the customer along the purchase funnel path. As Fixed Wireless Internet is not delivered through a familiar wireline or satellite connection, educating rural customers about a new type of internet service added complexity to the approach.

The results:
• Email: 52% open rate | 8.61% click rate | 9.65% click-to-open rate
• Direct Mail: 1.94% cross-sell response rate | 1.07% overall acquisition and cross-sell response rate
• The 2019 Fixed Wireless Internet Program surpassed 125% of the client’s aggressive marketing goal