All West Fiber Expands Community Connections Through Data Driven Marketing

Market intelligence and audience specific email campaigns helped All West Fiber reach more serviceable households, connect more customers, and provide better broadband options.

CHALLENGE

All West Fiber is a leader in providing internet, TV streaming and phone service to areas stretching from northeast Utah to southwest Wyoming. Committed to helping homes and businesses stay connected to what matters most, its fiber expansion brought service with speeds up to 8 Gig to over 30,000 homes along Utah’s Wasatch Front, while extending broadband choice across residential, mixed use and commercial areas. As the network grew, All West wanted a disciplined way to determine where to expand and how to reach households that could benefit from newly available services.

SOLUTION

All West partnered with Claritas to translate its network expansion goals into a focused growth strategy. Claritas coded All West customer records with ConneXions^®, a segmentation system specifically designed for technology and telecommunications marketers, and delivered a WHO report that showed which segments defined its customer base and where similar households were concentrated.

Those audience insights shaped the next phase. With approximately 25,000 serviceable addresses, All West and Claritas built an ongoing acquisition email program around two actionable service groups: coax and fiber prospects, aligned by ZIP Code and network availability. This approach preserved campaign scale while keeping each message relevant to the service a household could receive.

The campaign combined promotional and value-focused messaging, including a free month of service. Claritas managed campaign execution and performance monitoring to optimize future outreach, then conducted a matchback analysis to identify customer conversions and attributable revenue. This provided All West a repeatable, data-driven approach for converting market opportunity into customer connections.

THE CLARITAS EFFECT

The most recent matchback analysis attributed $228,780.15 in revenue to a $15,000 campaign investment, producing a 15.3x return. Of the 3,917 customer records submitted for matchback, 73.99% matched. The analysis also reported a $5.18 cost per acquisition.

Engagement results supported the matchback findings. Open rates improved across successive sends, individual deployments generated click rates as high as 17.92%, and the campaign maintained an opt out rate of just 0.014%. Together, the results indicate that households were receptive to All West’s outreach and acted on offers that made improved connectivity more accessible.