Over the course of a year, the AT&T Acquisition Program delivered millions of emails encouraging people to switch to AT&T wireless—785,957,743 emails, to be exact. We consistently targeted consumers based on their unique relationship with AT&T—DIRECTV customers, U-verse TV customers, wireline customers, internet customers, and no relationship with AT&T consumers. This level of targeting added substantial relevance which in turn yielded a higher number of acquisitions. We also regularly utilized head-to-head testing to learn and optimize best practices, enabling us to produce harder-working pieces with more effective offer hierarchies, offer lineups, messages, and subject lines. Our offers ranged from new device launches and bundles (smartphone/tablet) to data plans, trade-in-credits, and BOGOs.