Nuts & Bolts - Case Study: IIN Makes Good Investment
Using the offer of a discounted rate to expired trialists and lapsed subscribers, the publisher followed up on the direct mail piece with two e-mails and a phone call per recipient.
Results varied depending on the newsletter, with prospects receiving offers for Compliance Reporter, Derivatives Week, Foundation & Endowment Money Management, Fund Action, Money Management Letter, Power Finance & Risk, Real Estate Finance & Investment, Total Securitization & Credit Investment or Wall Street Letter.
Institutional Investor News, which had "dramatically scaled back" its direct mail efforts in 2008, found the investment in this test worthwhile. Some of the newsletters saw return on investment increase by as much as 50 percent during the test.
"We're happy to report that we plan to test more direct mail campaigns in the coming months," Pagliaro says at presstime. "Since we haven't executed a direct mail campaign in quite some time, we will most likely use that mail piece as the control for future efforts."