CityWest Capitalizes Tight Integration Between Calix Marketing Cloud and Leading Email Marketing Platform Mailchimp
September 02, 2021 at 08:25 am EDT
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Calix, Inc. announced that CityWest, is capitalizing on the tight integration between Calix Marketing Cloud and leading email marketing platform Mailchimp to transform its marketing execution. CityWest is using the combination to create highly targeted, relevant, and engaging email campaigns that boost open rates to 54 percent, 262% higher than the industry average of 21%. As a Calix Revenue EDGE customer and longtime user of Mailchimp, CityWest is now harnessing the power of the integrated platforms to automatically share audience segments, enriched with behavioral data, from Marketing Cloud directly into Mailchimp. The integration also automatically shares the results of the campaign from Mailchimp back into Marketing Cloud. This enables CityWest to manage email lists, create targeted messaging, and run email campaigns for premium managed Wi-Fi services that excite subscribers. As a result, CityWest is able to run a closed-loop campaign to drive high impact offers that maximize the return on investment of its marketing dollars and grow average revenue per user. The winning combination of Marketing Cloud—which is purpose-built for BSP marketers—and Mailchimp is boosted by the expertise of Calix Premier Customer Success Services. Calix Success Services experts work with marketers to help them execute plans that maximize subscriber engagement and realize value quickly. In just three months, CityWest has been able to: Simplify and streamline campaign development. The integrated solution gives CityWest an outsized marketing presence, allowing the three-person marketing team to create more campaigns than they ever thought possible—each with distinct, targeted messaging. CityWest can now easily micro-segment their subscriber base, engage them with messages that resonate, and deliver offers that will enhance their experience—all from an integrated platform. Maximize ROI with actionable insights. In one campaign, CityWest identified their “power user” subscribers who repeatedly exceeded their usage limits and who would benefit from an upgrade. They developed an omnichannel marketing program including email, targeted Facebook ads, and outbound calls from their customer service reps. The results were staggering; by targeting the right subscribers with timely and relevant messages through Marketing Cloud and Mailchimp, CityWest achieved an engagement level of 54%—nearly three times that of a typical email campaign, which has an average open rate of 21%. Gain an end-to-end view of campaign performance. Marketing Cloud makes it easy for CityWest to monitor the performance of its campaigns and adjust tactics accordingly. The performance dashboard in Marketing Cloud provides end-to-end visibility into key metrics such as open rates, click-throughs, unsubscribes, and bounce rates, as well as performance reporting for in-app mobile notifications, allowing them to quickly assess the impact and ROI of their marketing investments. Additionally, Marketing Cloud helps the team uncover actionable insights that drive acquisition, cross-sell, and upsell while also reducing churn, making it more straightforward and efficient to track, manage, and grow revenue.
Calix, Inc. is a global provider of a platform (cloud, software and systems) and managed services that focus on the subscriber-facing network, the portion of the network that governs available bandwidth and determines the range and quality of services that can be offered to subscribers. This platform and managed services enable broadband service providers (BSPs) of all sizes to innovate and transform their businesses. The Company's platform, which includes Calix Cloud, Calix Revenue EDGE and Calix Intelligent Access EDGE, gathers, analyzes, and applies machine learning to deliver real-time insights to each key business function. Calix Cloud comes in three role-base editions: Calix Marketing Cloud, Calix Support Cloud and Calix Operations Cloud. Calix Revenue EDGE offers premises solution for subscriber managed services. Calix Intelligent Access EDGE provides an access network solution for automated, intelligent networks.