Arkansas Democrat Gazette Subscription Campaign
Arkansas Democrat Gazette Subscription Campaign copy: The Arkansas Democrat Gazette is a daily newspaper reaching more than 600,000 people throughout the state. It is the oldest newspaper west of the Mississippi River.
Challenge:
The newspaper was losing approximately 3500 subscriptions per month. They were looking for a strategy to encourage these former subscribers to come back to the paper and renew their subscriptions. Their previous efforts at static direct mail were returning less than a 1% success rate.
Solution:
Utilizing CXM’s integrated cross-media campaign tools, postcards with PURLs (personalized URLs) were sent to a database of dropped subscribers, encouraging them to go to a microsite where they could register for a grand prize and re-subscribe.
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