Publisher Turns Sign-Ups into Profitable Subscribers
An Alliant Model Optimizes Website Opt-ins for Direct Mail Targeting
Solution Applied
Industry
Publishing
Channel
Direct Mail
Industry:
Publishing
Channel:
Direct Mail
Challenge
A thriving customer base is every marketer’s dream — and for one 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 campaign’s cost per order, and one happy client.
Insight at Work
Selecting the most profitable prospects helped this publisher increase conversions and reduce costs
3m
Subscribers identified in top scored groups
80m
Prospects identified as profitable to mail
63%
Decrease in cost per order