Case Study: International Masters Publishers achieves higher conversions and lower production costs with Responsory

Fresh Concepts That Keep Them Coming Back For More

International Masters Publishers, a global leader in direct marketing and continuity publishing, came to Responsory with the challenge of improving the performance of its direct mail customer acquisition packages while significantly reducing production costs. The company needed fresh strategies for its Ancient Civilizations and Great American Recipes brands as continuity product consumption was declining among direct mail consumers.

Responsory conducted a marketing audit of IMP’s direct mail, web, and customer relations efforts, then developed new strategy recommendations and creative concepts for updated direct mail packages. The work included segmentation, retention planning, interactive recommendations, and redesigned invoices, and the more efficient formats helped lower production costs and boost ROI. One of the test packages beat the control in customer payment conversions and retention.

International Masters Publisher