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The Client
One of TRANZACT’s Fortune 1000 clients is a leading national
newspaper publisher.
The Challenge
In early 2006, due to lower response rates and higher acquisition costs,
this publisher put forth a new strategic priority: to shift acquisition
efforts from traditional direct channels, such as direct mail and outbound
telemarketing, to the Web. Although the publisher had existing
relationship with established online agencies, the company recognized
the need to generate higher volumes of new subscribers at predictable
costs. They turned to TRANZACT to deliver high-quality, incremental
subscribers through online channels.
The Solution
TRANZACT and the publisher partnered to accomplish two goals: 1) drive
incremental volume – new subscriber leads to which the publisher would
not otherwise have access, and 2) share financial risk.
TRANZACT’s end-to-end solution included development of unique,
targeted offers, expansion of online media sources, and optimization of
a transactional micro-site to enhance the consumer experience and drive
the desired behavior. TRANZACT and the publisher collectively analyze
results – both initial transaction and lifetime value – to pinpoint the best
mix of offers, media sources, and site flow to strike the right balance
between quantity and quality.
The Results
Since launching this program in June 2006, TRANZACT has consistently
grown acquisition volume generating over 80,000 new customers at an
effective cost per acquisition.
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