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Frequency and Simplicity Drive Conversion

November 2006
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“In my view,” asserts Brumbeloe, “the success came from the simplicity of the message. Is a new sales lead worth the price of a cup of coffee? Of course it is. We know what our cost of acquisition is, and we asked them to consider what theirs is.”

All told, over the course of the 17 weeks this program ran in late 2005 and early 2006, it reached 22,000 unique prospects, for a total of 66,000 postcards, says Lewin. Total conversion improved by 20 percent, “but the forced free trials had the biggest uptick,” explains Brumbeloe. This improved conversion also lead ABC to have the best first quarter in its history.

Although a limited budget required ABC to put the program on hold—Brumbeloe points out the program delivered such strong response that he didn’t need to exceed his budget to meet his goals—the postcards will start up again this fall to impact 2007’s subscription rates. “It was a good idea and it’s one of those things you are just glad you did because it worked so well,” Brumbeloe concludes.

—Tracy A. Gill
 

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