The Times: Your Times Membership has been backdated to 1 January 1785

This case study details how The Times, a national British newspaper, increased retention of subscriptions through targeted direct mail.

The Times: Your Times Membership has been backdated to 1 January 1785

Agency: Wunderman UK: Part of Pulse Creative

89% of new Times members dropped their subscriptions after the initial three-month promotional offer ended. The challenge was to increase retention by 10% and to reinforce the value that membership gave customers. .

Strategy

The campaign identified a segment of people who'd taken up the promotional offer, around 10,000 in total, who were in their 50s or older, lived outside the main metropolitan areas and who rarely looked at the papers online.

Profiling these individuals, they massively over-indexed for their interest...

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