Which?: Subscriber recruitment
Principal author: Mike Colling, Mike Colling & Co
Introduction
This is the story of rebuilding a subscriber base and defying market trends. It's a journey that has taken six years to date, and has at its heart direct marketing discipline and data insights, using advertising tools to achieve success.
In the ten years prior to 2005 Which? had seen declining subscriber numbers each year. Since then subscription numbers climbed from 831,000 to more than 1,330,000 in June 2011. Costs of acquiring a new subscriber have fallen by 44%. True return on investment has risen from 8%...