Lifestyle Relaxation
Hearst, publisher of Good Housekeeping and other leading lifestyle magazines, identified an opportunity to drive subscription conversions through strategic direct mail campaigns. With both donor acquisition and direct subscription approaches, they needed a comprehensive strategy to reach potential subscribers who had shown interest but hadn’t yet committed to a subscription
Housekeeping re-engagement
We developed campaigns targeting both audiences with tailored messaging for each segment. The approach combined bulk mailings with targeted communications, carefully segmented by audience type and engagement history. Each campaign was designed to highlight the trusted editorial content and lifestyle benefits that Good Housekeeping readers value, whilst driving immediate subscription action.
Relaxed results
The campaign delivered impressive quarter-on-quarter growth, with conversions increasing by 32.2% from Q3 to Q4, reaching a strong 7.8% overall conversion rate. Website engagement showed even more dramatic improvement, with customer return rates increasing by 41.8% month-on-month. The approach proved effective across generating substantial subscription revenue. These results demonstrate the continued power of direct mail in driving magazine subscriptions in an increasingly digital world.
