The Times+ membership trial offer of £1 for 30 days was successful at bringing customers in, but customers weren’t converting as they felt that the jump in price to £26 a month wasn’t worth paying.
Having identified customers with the greatest propensity to convert, The Times mailed them RSVP cards with an apology - ‘you’re about to be so busy you’ll have to say sorry to your friends for not being able to see them’ - to demonstrate the range of fantastic events available exclusively with Times+ membership.
The cards were followed up with emails leading members to compelling online content and offers.
With a 6-12% uplift in 90 day conversion of the propensity groups vs the control it was clear that the RSVP cards were successful in engaging trialists to convert to paying membership.
Source: The Times & Sunday Times - DMA Award Winner 2015Download case study PDF
Programmatic Mail is the smart new way to connect with your customers. Find out how you can increase response rates and boost your ROI.FIND OUT MORE