2018: Leading Telecom Provider Successfully Targets SMBs

A leading national telecom provider needed to penetrate the SMB market more effectively in 2018. By partnering with OMI for high-quality email data, they more than doubled email marketing performance and achieved a 289:1 ROI.

The Client

A leading national telecom provider serving both enterprise and small-to-medium business (SMB) customers across the U.S. The SMB segment represented a high-growth opportunity — but required precise targeting and reliable contact data to reach the right decision-makers at scale.

The Situation

• Previous email campaigns underperformed due to poor data quality
• The SMB market was difficult to target accurately at the required scale
• The telecom needed a data partner with high-validity contacts and proven deliverability
• Growing SMB revenue through email required both better data and smarter campaign execution

The Solution

• OMI provided a large volume of verified SMB email contacts across target geographies
• Targeting was refined using firmographic filters by business size and industry
• OMI's 95%+ email validity guarantee ensured high deliverability and inbox placement
• Campaign strategy was optimized to highlight the telecom's SMB-specific product offers

The Outcome

• Email marketing ROI reached 289:1 — a dramatic improvement over prior campaigns
• Email marketing performance more than doubled compared to the previous year
• OMI-driven campaigns became the primary driver of SMB new revenue through the email channel
• The telecom expanded its OMI data partnership going into 2019