Challenge
For this magazine client, converting free content users into paying subscribers was vision-critical. The publisher had one million registered website users, a direct mail subscription offer, and Alliant to help predict which consumers were most likely to respond.
Solution
With deep demographic, transactional and behavioral insights on the American consumer - Alliant built a custom model identifying 650,000 of the web registrants as potential prospects for the direct mail campaign.
Results
Nearly 3,000 registrants were identified as being the best prospects for the direct mail offer (segments 1 and 2 of the model results).
An additional 80,000 registrants in lower score groups were identified as prospects who can be mailed profitably.
The result was a solid target audience, a 63% decrease in cost per order.
