BT launches personalised DM campaign

BT has hit back at the competitive international call rates offered by rivals such as First Telecom and Swiftcall in its first campaign from Blau Tequila, which was awarded the 20m direct marketing business in April.

An international direct dialling mailshot offers savings of up to 43 per cent with a scheme called the Country Calling Plan, where the customer nominates five countries which are called regularly, at a cost of 1 per country per month.

The quarterly mailshot campaign targets 16 million customers with three different packs tailored around how and when each customer uses the phone.

One of these is aimed at regular international callers and includes the Country Calling Plan, one is for customers in Northern Ireland – complete with community information pages – and there is a general “core” pack.

Each pack also makes personalised “the best plan for you” service recommendations to the customer.

Nigel Grimes, BT consumer division head of direct marketing, says the new campaign is part of BT’s drive to focus on the consumer as a result of stiff competition, particularly in the international calls sector.

Grimes says: “We obviously have to strive to make products and offers appeal and we are getting more niche with our messages. We are ultimately trying for the one to one personalised message.”

Other sectors BT may target through direct mail include people who work from home and daytime users. On Saturdays in September, customers will be able to save one third on local and national calls with a new “Chatterdays” offer.

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