Magazine article Marketing

General/copy

Magazine article Marketing

General/copy

Article excerpt

Lapsed Greenpeace subscribers who had resisted four previous requests to renew were subjected to one last, very low cost mailing.

It was decided to sting them into action with an insult. With inertia as the main reason for failure, the missive was carefully constructed -- "to insult without offending takes great copy" Then, importantly, completing the form had to be easy. Result: the pack outperformed earlier renewal requests.

A balance between the wit and style of the Economist and straithtforward response-getting direct mail had to be struck in this subscription campaign. It followed a decline in response rates as business lists had been repeatedly used. The copy challenged the reader to subscribe, making use of the strong brand image of the magazine. This new approach achieved a 68% uplift on the control pack's performance.

A format unusual but relevant was applied to the pack which launched a range of dishwater detergents to the hotel and catering trade. The offer incorporated a high value cash-back opportunity. …

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