Ben Wright

By Mark Everett Johnson Who doesn't want to boost new business and renewal response rates 40 percent or more using nothing more than new creative? That's what a fresh copy approach achieved for the publisher of LINKS, The Best of Golf—a 40 percent to 50 percent lift as measured in revenue per letter mailed. The magazine's successful copy test demonstrates the substantial leverage new creative can bring, not only to acquisition but to renewal marketing as well. Here's how it happened. The Drive for Renewals LINKS, published seven times per year, features exquisite golf course photography accompanied by travelogues and

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