Case Study: Leading Cooking Magazine Publishing Company boosts reactivation performance with Alliant

Cooking Magazine Brings Inactive Subs Back to the Table

Leading Cooking Magazine Publishing Company, a leading cooking magazine publisher, needed a more sophisticated campaign optimization strategy to improve subscriber response while maintaining its traditionally high payment rates. To reactivate 18-month to five-year expired subscribers, it ran a head-to-head test to find the best provider and model for direct mail reactivation.

Alliant provided a reactivation model using behavioral and payment information to identify consumers most likely to resubscribe. In the live test, Alliant delivered 123% more mailable names and 173% more responders than the nearest competitor, with response rates ranging from 3.30% to 4.48%. Alliant’s model was selected as the publisher’s ongoing tool for expire-segment campaigns.