Questions? Feedback? powered by Olark live chat softwareMagazine Publisher Generates New Profits from Agent-Sold Subs

Solution Applied

Industry

Publishing

Channel

Direct Mail

Industry:

Publishing

Channel:

Direct Mail

The Challenge

Subscribers obtained through magazine subscription agents historically generate lower renewal rates than promotions sent directly from the publisher. The marketing team approached Alliant for a solution that would maximize renewals from the agent-sold pool — and avoid spending valuable promotion dollars on unprofitable names.

Our Solution

The marketers supplied Alliant with mail and response files from direct mail renewal campaigns for agent-sourced subscribers. Alliant developed a custom response model to predict which names would most likely renew directly with the publisher.

  • Subscribers in the highest response groups generated above-average response and payment rates — almost 100% higher than campaign averages.

  • The model allowed the marketing team to select about 30% of their available agent-sold subscriptions for renewal promotions with acceptable net payment rates.

  • Targeting the best response groups generated a new source of profit, while saving promotion dollars that could be reinvested into additional subscription campaigns.

  • The success of the program led the client to initiate development and testing of similar models for other titles and its Direct-to-Publisher (DTP) renewal pools.

Solution Applied

Contact Us

P: 845-617-5510

Insight at Work

Alliant helps a publisher convert agent-sold subscriptions into loyal long-term customers

30%

Selection of agent-sold subscribers mailed

100%

Increase in average response & payment rates