In-browser, modem-swap messaging campaigns comprise one of the most frequently launched use cases by PerfTech’s ISP customers. Reaching subscribers with the news that they are due for a modem upgrade to improve broadband performance has become an almost daily communication need. Because there is always a physical action involved in this type of campaign—the old modem may need to be dropped off, the new one picked up, ordered, shipped, or self-installed--most ISPs tackle modem-swap messaging in staggered delivery windows and market by market, anticipating some level of subscriber procrastination.
One such ISP customer was on track with staggered 5-day messaging windows to invite subscribers with older leased modems to order upgrades for free when the ISP suddenly requested a pause to the campaign, stating “the campaign has been so successful; we’re backlogged!” Of the over 50,000 subscribers total who had received the ISP’s in-browser message in 3 groups during the time windows, 26.7% had ordered online. In attesting to its effectiveness so far, the ISP has since resumed the campaign.