Persuading lapsed subscribers of The Economist to re-subscribe is both a challenge and a piece of cake; it’s always difficult to overcome expired-subscription inertia, but it’s both fun and easy to flatter smart consumers into making themselves smarter.
This package eschewed a standard letter in favor of using a stapled booklet that broke down intellectual benefits into bite-size chunks. And we used a three-panel response card to make a final sales push to seal the deal.
The Economist is an international publication, so response metrics based on a mix of geography, demographics and subscription packages were difficult to measure. But this package mailed repeatedly, so it was measurably working on somebody’s spreadsheet.