T-Mobile January 2023 Monthly Newsletter

T-Mobile exceeded expectations with their January 2023 Monthly Newsletter. The combination of strategic content and design catapulted mobile customer engagement. For 14 straight months, the T-Mobile Minute monthly newsletter achieved robust engagement with unique open rates greater than the average of 40%. Our challenge was presented in our ability to continue to drive performance, provide value for customers, and deliver incredible results while also creating testing opportunities to aid future campaigns.

The answer to this challenge was to use T-Mobile’s new newsletter template system as a platform to optimize content hierarchy and strengthen engagement. Leveraging T-Mobile’s 2nd largest email audience by volume, we continued to use value add services and audience segmentation to create valuable testing opportunities for future 2023 T-Mobile Minute campaigns.

Through our work, we sought to design an exciting and engaging experience to combat email fatigue experienced after the holidays. With special offers, deals, and other benefits, we enticed customers to engage with newsletter content throughout the email. Entertainment imagery was placed front and center in streaming modules, and we also introduced a “Newsroom” module, spotlighting the latest T-Mobile news and events.

Our design capitalized on the excitement of the new year using colorful language, great deals, and an exciting firework hero visual. We also used the newsletter as another way to activate data intelligence, so that we could continue to develop engaging content and drive continued impact in 2023.

With a tremendous open rate of 51.3%, the January 2023 email was the highest performing T-Mobile Minute to date, capping off a long stretch of improved open and click rates. Our subject line and content engagement testing also provided valuable learning for our future campaigns such as which type of specific audiences, offers, content modules, and copy yields the best results.

 See full entry and results on landing page provided.