Rogers — CRM & Lifecycle Case Study

Rogers needed to modernize their subscriber lifecycle program at a scale few Canadian marketers operate at, reducing churn across millions of subscribers while building the infrastructure to execute major brand moments like large-scale national contests. We redesigned their segmentation, automation, personalization architecture, and template systems on Salesforce Marketing Cloud, including the Taylor Swift Eras Tour campaign and contest that delivered record results through significant traffic surges.

The Challenge

Rogers operates one of the largest subscriber bases in Canada, spanning multiple brands, plan types, product categories, and service tiers. The complexity of segmenting, personalizing, and activating across that footprint is in a category of its own. Lifecycle marketing had evolved over time, and the existing CRM infrastructure was reaching the limits of what it could support as real-time personalization, automated journey orchestration, and dynamic content became table stakes. Campaign production required significant manual effort, segmentation depth was constrained by the architecture, and personalization was applied in narrow pockets rather than engineered as a system. At the same time, Rogers needed to deliver major brand moments at national scale, including the Taylor Swift Eras Tour contest, where millions of entries arrive in compressed windows, traffic spikes are guaranteed, and nothing can break.

Our Approach

We rebuilt Rogers' CRM ecosystem from the ground up on Salesforce Marketing Cloud, starting with a multi-brand migration to a single platform that enabled a unified customer view and unlocked significant efficiency gains across the portfolio. At the heart of the rebuild was a new personalization architecture, engineered as a system rather than a series of campaign-level tactics. Data Extensions, attribute groups, and custom logic work together to drive messaging that adapts by plan type, tenure, product mix, lifecycle stage, and customer value, with every touchpoint resolved in real time at send. Personalization is not limited to email. Personalized CloudPages extend the experience into landing pages, contest entry flows, and post-click journeys, carrying context through from the inbox to the web experience so subscribers move through a coherent, tailored path rather than a generic destination. Journey Builder orchestrates the full lifecycle, with tiered intervention streams triggered by usage behavior, contract milestones, and support interactions. These journeys are not linear. They branch, re-enter, and adapt in flight based on subscriber response, coordinating messaging across email, CloudPages, and mobile so the experience feels continuous regardless of channel. Mobile Studio extends Journey Builder's reach into SMS and push, delivering time-sensitive moments like contest confirmations, service notifications, and peak-moment alerts to subscribers in the channel most likely to drive action. For high-velocity, one-to-one messaging where latency matters, the Transactional Messaging API delivers real-time sends triggered by subscriber behavior and system events, supporting everything from contest entry confirmations to account activity notifications at volumes and speeds traditional send infrastructure cannot match. Automation Studio workflows handle data ingestion, audience refresh, suppression logic, and send-time preparation across millions of records on a continuous cycle. The result is always-on lifecycle marketing that runs with minimal manual intervention and responds to the subscriber rather than the calendar. To support speed and scale, we engineered a modular content system in Content Builder using AMPscript and Server-Side JavaScript, with reusable blocks, flexible templates, and dynamic content rules capable of generating hundreds of variations from a single build. Creative teams assemble, not rebuild, which dramatically reduces time to market and keeps every variation on brand. Real-time decisioning and dynamic content delivery are powered by custom logic layered across Journey Builder, Automation Studio, and Einstein, giving Rogers the ability to activate precision messaging at volumes and speeds traditional production could not support. The system was also engineered to perform under pressure, with SFMC's enterprise infrastructure scaling instantly to meet the surges generated by major brand moments like the Taylor Swift Eras Tour contest, where millions of concurrent interactions across email, CloudPages, SMS, and contest entry flows had to resolve without degradation.

The Impact

The redesigned CRM ecosystem helped Rogers significantly reduce churn across millions of subscribers, accelerated campaign velocity through modular production, and activated personalization at a level of precision the previous infrastructure could not support. The system proved capable of executing at a scale few CRM programs in Canada ever encounter, including contest campaigns that delivered some of the highest engagement numbers in Rogers' history.

Key Results

2x+ 2x+ overachievement against cost-saving targets
20+ 20+ platforms successfully migrated to a single CRM ecosystem in record time
3–5x 3–5x increase in campaign scale and throughput, through modularization
20-30% 20-30% churn reduction within the first year

Capabilities: CRM & Lifecycle, Personalization Architecture. Platform: Salesforce Marketing Cloud.

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