THREE BUSINESS DIALS UP PHONE LAUNCH CAMPAIGNS

Three was the UK’s first 3G-only network when it launched in 2003. Today, it is a connectivity company that connects people to people, people to things, and things to things, with over 10.3 million customers.

Three’s award-winning network provides 99% outdoor population coverage and carries 29% of UK’s mobile data traffic, keeping businesses connected at work and on the go.

Remarkable Click-through Rates and Engagement Achieved with Three's Phone Launch Campaigns

Three Business has continuously entrusted Mapp with their phone launch campaigns, from the iPhone 5 to the latest iPhone models. This partnership has also extended to other flagship phones, including the Samsung Galaxy S3 and S23, covering a span of 20 generations.

The results have been impressive, with high engagement and click-through rates (CTR) on all channels. Additionally, there has been significant YoY growth in pre-order revenue.

Across five campaigns, the average open rate was 63%, and the average CTR was 3.87% (vs industry average of 1.83%). A peak open rate of 69% was achieved (vs industry average of 35%), along with a 10% CTR for a phone model upgrade message (more than 5x the industry average).

Highly engaged customers were driven to the digital landing page, with 48% of customers who clicked the link within the email also clicking ‘Pre-Order / Buy now’ on the digital page. This resulted in a 27.5% uplift in upgrade sales for the iPhone 15 launch, compared to the iPhone 14 launch in the previous year.

These engagement rates are particularly outstanding when considering the new industry updates towards the end of 2023 from various ISPs, which blocked certain tracking metrics in emails, making open rates less reliable. However, Three Business did not see this as a challenge, but as an opportunity to improve how they are measuring email performance and go beyond average open rate metrics.

Building, Testing, and Executing Success

Planning and executing iPhone release campaigns in the past was demanding. Strict communication and launch plans were necessary for success. In particular, Three needed agility and flexibility to make last-minute copy changes when adapting to Apple’s updates and announcements.

Since 2012, Three has partnered with Mapp after being referred by a mutual key partner. In recent years, Three Business has trusted Mapp to help support their phone launch campaigns, including the latest iPhone pre-order campaign.

Mapp’s role in this partnership involves building, testing, conducting quality assurance, and uploading customer data to send out campaign communications effectively.

Leveraging Mapp's Campaign Management Services for Optimal Customer Engagement

One of the main objectives for Three Business is to successfully launch their phone communications and drive customers to pre-order new models through their website. Mapp’s Campaign Management Services were instrumental in accomplishing these goals, serving as the core service offered to Three Business.

In addition to campaign management, Mapp would assist Three Business in setting up automation and new customer journeys, streamlining the onboarding process while minimising call center queries. Three Business also leverages Tableau, a data visualisation company, for strategic data consultancy, further enhancing their marketing strategies and insights. Tableau’s dashboards, along with Mapp’s data consultancy allows Three Business to take advantage of the best practices in data visualisation and analytics.

Having seen success, Three Business continues to trust Mapp for their product launches and future phone launch campaigns to ensure ongoing success.