EarthLink | Move Season Campaign
Move Season — Memorial Day to Labor Day — is peak season for internet companies. It’s also the biggest annual marketing campaign for the EarthLink brand since Americans are 60% more likely to move (and change their internet service as part of their relocation). Since 67% of people say that internet availability in an area impacts their desire to move there, it’s prime time to communicate with prospects and customers.
-
• Ease the move process for existing customers to reduce churn
• Increase top of mind awareness among prospects in highly serviceable areas
-
• Existing active fiber or DSL residential customers
• Exclusions from distribution list:WHI, Mobile, Premium Mail, Web Hosting, ACP
-
May 22 - September 5
• Email signup form launched 5/22
• Moving checklist available for download
• Emails launch 6/14 through 8/26
• Rolling content releases
-
• Paid search ads
• Customer emails
• Prospect emails
• Inline & right rail ads
• Gated web content
• SEO blog content
• Organic social posts
• Paid social ads
• Video
-
• Email Open Rate: 25%
• Move Call Volume: 20% increase
• Move Conversion: 10% increase
• Social Engagement: 20% increase of link clicks
• Prospect Capture: 5000
Organic Page ^ & Paid Search Page >
Campaign Landing Pages
Custom Blog & Social Graphics
