Case Study: Financial Times achieves 65% subscriber email coverage and mailing-cost savings with TowerData Email Append Service

The Bottom Line Email Append Pays Off for the Financial Times

The Financial Times sought a way to contact current and past print and digital subscribers by email to improve renewal and billing response rates, reduce repeat postal mailings, and ensure customers had given permission to be contacted. To achieve this, the Financial Times engaged TowerData and its Email Appending Service to append validated, opt-in email addresses to its subscriber database.

TowerData matched the Financial Times’ list against its 500 million-record opt-in database (initially returning 13,859 emails from 97,607 records, a 14.2% match with only 512 opt-outs) and provided ongoing appends that increased emails on file from about 28% to roughly 65%. Using TowerData’s appended emails in renewal and winback campaigns drove an additional 7% response early in the campaign, cut postage costs (about $0.50 saved per mailing, up to $2.50 per customer), and expanded the Financial Times’ ability to reach subscribers for marketing and retention.

Financial Times

Ginny Dymek

Manager of Retention Marketing