The Dallas Morning News generated 1,250 new subscribers during the past 12 months by mining its extensive database of online user information and sending targeted home-delivery subscription promotions sent by e-mail, the New Media Federation’s Digital Edge reports. The direct e-mail promotions get the lowest cost per order method and produce a whopping 75 percent retention rate after six months, said Curtis Jones, assistant director, circulation acquisition at The Dallas Morning News, at NEXPO.
Jones offered these tips:
• Scrub online user data against the current print subscriber list to separate new prospects from existing customers
• Clearly identify the sender in the ?from? line
• When developing the campaign creative, always incorporate a price-driven deal and include multiple price and term offers, Jones said. The message shouldn?t look like a dry, text-driven, direct-mail piece.
• Always provide a way for recipients to opt-out
• Alert the newspapers? call center before launching the campaign
• Mailings on Tuesday, Wednesday and Thursday receive the best response, and early afternoon is ideal to avoid early-morning spam deleting
