The Magic Behind Frontier Communications' Marketing
Clear Connection: How Frontier Communications Dialed Up Omnichannel Relevance
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See what the team accomplished:
903%
lift in click-to-open rate and conversions
36%
decrease in campaign production time
Challenge
Frontier Communications has served millions for over a century—but its marketing was stuck in the past. Campaigns were slow, generic, and siloed. While the team aimed to get personal, they lacked the tools to scale that vision.
Solution
The turning point came with a two-month transformation: launching Movable Ink alongside a migration to Salesforce Marketing Cloud. Frontier treated it as one unified initiative, not two. By embedding Movable Ink into their new stack, they built a modular content library—making it easy to personalize campaigns fast without starting from scratch.
Keep reading to see how they did it.
Fast, Flexible Campaigns with Dynamic Modules
Frontier kicked things off by creating dynamic content pods for all their products and offers. These modules could be reused across campaigns, whether it was an abandoned cart, a product page follow-up, or an onboarding upsell. With only small adjustments like color changes or messaging tweaks needed, launching new campaigns quickly was easy.
This approach saved them hours, kept things consistent, and helped them move faster than ever before.
With Movable Ink as part of our tech stack, we've been able to scale personalization visually and dynamically to unlock storytelling and data-driven campaigns that we’ve been dreaming about.
Waymon Hudson
Director of Customer Communications & Retention, Frontier Communications
Taking Personalization Beyond Email
Seeing success with email, Frontier also brought Movable Ink into push notifications and in-app messaging, with an easy integration with their push vendor Swrve and Salesforce Marketing Cloud.
Today, they’re delivering rich push notifications with better visuals and personalized info like how customers actually use their internet—gaming, streaming, working from home—plus suggestions on which upgrades make sense for them.
Polling Customers to Personalize with Precision
Frontier Communications also added in Movable Ink’s polling feature to ask customers how they use their internet most. Once the responses rolled in, they retargeted those customers with messages tailored to their answers—gamers got gaming-specific pitches, work-from-home folks got relevant messaging, and so on.
It worked. Engagement went up across the board, and the team learned a lot about what to optimize next.
The Results
The poll didn’t just drive engagement—it became a roadmap. By seeing which audiences responded most to personalized messaging, the team gained a sharper sense of where to double down and where to refine.
Gaming and social media users emerged as standout segments, engaging at rates far beyond the business-as-usual benchmark. Meanwhile, some results gave the team a clear signal of where there was untapped potential and an opportunity to optimize messaging for even greater impact.
What You Can Take Away
- Don’t treat tech upgrades and personalization as separate projects—integrate them from the start.
- Build reusable creative assets to move fast and stay consistent.
- Own your personalization tools internally so you’re not limited by outside teams’ timelines.
- Focus your messaging on how individual customers can benefit from using your products, rather than only highlighting a list of features.
Frontier Communications at Think Summit New York
You’ve seen what Frontier Communications has accomplished—now hear how it all came together. Waymon Hudson, Director of Customer Communications & Retention, shares exactly how their team brought the omnichannel strategy to life and the impact it had on their marketing program.
