Dallas Morning News uses targeted e-mails to get new paper subscribers

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

Jul 12, 2004 | E-MAIL | SAVE | PRINT | PERMALINK | DISCUSS(0)

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