Questions? Feedback? powered by Olark live chat softwareMagazine Publisher Makes Cross-Channel Marketing Succeed

Solution Applied




Direct Mail




Direct Mail

The Challenge

Clients regularly look to expand their brands and generate leads across channels. A well-known TV and radio show hosts a website where more than one million consumers have registered for online content. This publisher asked Alliant to help them convert online leads to magazine subscriptions via direct mail.

Our Solution

The publisher provided Alliant with leads from its site. Alliant developed a custom model to predict the number of leads that would respond to a direct mail offer. The model showed 65% of the web registrants would subscribe to the magazine — an above-average response rate.

  • Almost 3,000 registrants were identified as being the best direct mail prospects

  • An additional 80,000 names (in segments 3-5) were identified as consumers who can be mailed profitably

  • The cost per order decreased by 63%

Insight at Work

Selecting the most profitable prospects helped this publisher increase conversions and reduce costs


Subscribers identified in top scored groups


Prospects identified as profitable to mail


Decrease in cost per order