Magazine Wins Back
Lapsed Customers
Magazine Wins Back 25% More Lapsed Subscribers
Issue
A leading magazine publisher wished to increase subscription to one of its titles using a large file of lapsed subscribers. The publisher was getting insufficient response from mailing to households using a traditional responder model.
Approach
Twenty-Ten focused on the attitudes that corresponded with increased interest, response and subscription intent for the magazine – multiple attributes that traditional modelling is unable to account for. Using their patented targeting methodology, Twenty-Ten identified consumers on the lapsed subscriber file who shared the key attributes identified and were most likely to respond. Target consumers received a direct mail piece with an offer inviting them to re-subscribe.
Results:
Twenty-Ten’s hyper-targeted list found 25% more subscribers than the publisher’s traditional responder model from the same file.
