The new direct mail creative outperformed GoNetspeed’s control across multiple audience segments, generating response lift as high as 76% in a key target segment. The testing also gave GoNetspeed a repeatable framework for comparing messages, formats, and audiences and making faster, evidence-based optimization decisions.
Telecom and cable
How GundirLift™ beat the control
Using our GundirLift™ strategic creative testing and structured “Beat the Control” approach, Gundir helped fiber internet provider GoNetspeed improve customer acquisition, generating up to a 76% lift in response.
By The Numbers
Better response, stronger performance
76%
lift in response for a key target segment
4
new strategic creative concepts tested across multiple formats and segments
1
new testing and analytics framework for faster optimization
OVERVIEW
Finding meaningful brand differentiators for direct mail creative to convert more prospects to switch internet providers.
The Challenge
Breaking through in a saturated ISP market
GoNetspeed’s direct mail relied on in-house creative and consistent formats, leading to plateauing performance. In a crowded market with high resistance to switching providers, the brand needed higher performing direct mail to encourage ISP switching. Prior efforts also lacked structured creative testing, limiting visibility into which messaging, formats, and positionings were driving acquisition.
The Solution
“Beat the Control” through strategic creative testing
Through a GundirLift™ Pillars Workshop, Gundir combined GoNetspeed’s customer insights with direct mail strategy and category experience to identify three compelling differentiators: speed and reliability, future-ready fiber infrastructure, and value. Those insights informed four creative concepts tested across letter packages, self-mailers, and audience segments.
The Results
New creative drives up to 76% response lift
Gundir was very communicative with timelines and was consistently on schedule.
GoNetspeed, Creative Director
CASE STUDIESSucceeding
Succeeding
our clients’ expectations
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