Time Inc. tasked Tomorrow TTH with delivering a new magazine subscription campaign targeted at new subscribers. The project exceeded cost-per-subscription cost-per-lead targets significantly. Tomorrow TTH discuss the work
The Challenge
Tomorrow TTH were appointed to assist Time Inc. with delivering new subscriptions through an online lead generation strategy which would provide new subscribers across eight titles within the target CPS set for each.
Time Inc. needed to acquire new direct debit subscribers for a number of titles across the women’s lifestyle portfolio, to boost news stand sales and maintain readership numbers for ABC Audits, cementing their title’s position as market leaders.
Whilst each title had a distinct readership and positioning, in many cases subscribers overlapped and hence providing a strategy which enabled cross-sell was essential.
Services Used
– Design and Build
– Online Lead Generation
– Paid Social
– Performance Display
– Affiliate Marketing
– Email Marketing
The Strategy
Tomorrow TTH and Time Inc. decided that an online lead generation strategy would work very effectively as it would maximise response, allowing the telemarketing agents to cross-sell across some titles within the portfolio.
In terms of a call-to-action, a sample/free issue incentive was agreed, helping qualify users’ interest in the specific title.
Traffic was driven to dedicated, mobile-optimised landing pages through targeted channels. Leads were de-duplicated in real time and delivered via a live feed to RSVP, a specialist outbound telemarketing call centre.
Each supplier and channel was priced or targeted according to projected conversion rates which could be adjusted over time, based on performance. RSVP’s highly trained agents then provided each lead with the opportunity to take up a trial subscription at a discounted rate.
The Results
This campaign was a huge success on every level, with overall volume targets met and cost-per-subscription targets exceeded.
New channels for generating leads were successfully tested, including Facebook ads. These innovative formats demonstrated that performance marketing could add further brand value through growing brand Likes and engagement with fashion-focused titles such as Marie Claire and In Style.
Through clever buying and optimisation, enabled by the technology used, lead cost came in on average over 20 per cent below target. This impacted directly on the bottom line in terms of overall acquisition cost.
Both contact rate and conversion rate were sufficient to enable the telemarketing agency to work on a performance basis ensuring the entire model presented a low risk, high return option for the publisher.