Personalized, local approach yields a 31% lift in response from hard-to-convert prospects
Personalized, local approach yields a 31% lift in response from hard-to-convert prospects
1 PagesCHALLENGES This Boston area news source had recently launched their online version of their newspaper. As a benefit of the site, all home delivery subscribers of the print edition have free access as part of their subscription. However, despite much advertising and direct communication, not many home delivery subscribers were accessing the site. The newspaper partnered with Wilde Agency to get their home delivery subscribers to log onto the new website, register for free access and experience the site. SOLUTION To overcome the big hurdle of getting customers on the site, Wilde Agency developed an email that offered an incentive - a chance to win a free digital device - if they logged on to the site before midnight. The email was very offer driven with a sense of urgency, letting
