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Star Tribune

Strategic campaign to attract new subscribers exceeds expectations.

Challenge

As the online and print news marketplace continues to rapidly evolve, the circulation department of Minnesota's largest news organization, Star Tribune, partnered with Infinity Direct to target, acquire and retain higher value, longer-term subscribers through a strategic, ongoing direct mail strategy.

Solution

Faced with declining response rates, client and agency teams collaborated to develop a series of test mailings, varying the list selects, product offers, creative design and format. As the data was received, the campaign strategy evolved into a self-mailer that delivered new subscribers at a rate exceeding industry and client expectations.

Results

Direct Mail

Star Tribune Mail

Direct Mail

Star Tribune Direct Mail
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