Case Study - Publishing
Magazine publisher achieves 42% click-through using m-drop intelligence
Mobile campaign hits the target for subscription sign-ups
- Leading magazine publisher discovered Smartphones have high penetration amongst its existing subscribers.
- They wanted to run an offer-led acquisition campaign to this contact channel.
- Overcome client’s current mobile site limitations as it was not optimised across all devices.
- Match their current target cost per subscription sign-up of £150-200.
- DLG and PDV created a mobile-optimised m-drop intelligence campaign, expertly editing their previous video to make it suitable for mobile.
- Used Acorn geo-demographics to profile existing subscribers and select 200,000 from our Consumer Lifestyle™ Database, with the initial 50,000 used in a test campaign.
- Tested multiple send times and days, with respondents directed to a mobile landing page with their personal registration details pre-populated.
- Text followed up by an outbound call.
- The successful test gave a stunning click-through rate of 39%, with further optimisation giving 42%.
- Matched the target sign-up cost, with the client asking to run another similar campaign.
- Further selection optimisation delivered an extra 100,000 target prospects.
Background
- Leading magazine publisher discovered Smartphones have high penetration amongst its existing subscribers.
- They wanted to run an offer-led acquisition campaign to this contact channel.
Challenge
- Overcome client’s current mobile site limitations as it was not optimised across all devices.
- Match their current target cost per subscription sign-up of £150-200.
Solution
- DLG and PDV created a mobile-optimised m-drop intelligence campaign, expertly editing their previous video to make it suitable for mobile.
- Used Acorn geo-demographics to profile existing subscribers and select 200,000 from our Consumer Lifestyle™ Database, with the initial 50,000 used in a test campaign.
- Tested multiple send times and days, with respondents directed to a mobile landing page with their personal registration details pre-populated.
- Text followed up by an outbound call.
Results
- The successful test gave a stunning click-through rate of 39%, with further optimisation giving 42%.
- Matched the target sign-up cost, with the client asking to run another similar campaign.
- Further selection optimisation delivered an extra 100,000 target prospects.