Case Study
Internet Service Provider Shifts to Pre-mover Triggers to get Record-Low CPIO
Pre-mover triggers help target consumers that are on the move and likely to be in the market.
The Challenge
A global Internet Service Provider (ISP) sought a bold acquisition strategy to meet ambitious growth goals for their fiber business. While their marketing team identified new movers as a prime target, existing efforts fell short. They needed an agency partner to turn new mover marketing into a results-driven acquisition engine.
The Solution
Leveraging its ISP expertise, Deluxe recommended targeting both new movers and pre-movers, reaching consumers earlier in their decision-making process. Using its industry-leading trigger data lake, Deluxe is able to identify 7x more pre-movers than the next best provider. This advantage allowed Deluxe to craft a campaign that connected the ISP with movers sooner, accelerating market entry.
The Results
Deluxe launched a pilot designed to test feasibility and set baseline performance benchmarks. Initially, the cost per incremental order (CPIO) was $400. Through real-time optimization, Deluxe reduced the CPIO to just $105 within eight weeks, showcasing the strategy’s efficiency and impact.
By the program’s end, approximately one year later, Deluxe achieved a record-low CPIO of $75 per account. This success and the efficiency gains inspired the ISP to expand into untapped markets, helping to fuel future growth and solidify their competitive position.
Life Event Triggers