Times aims to convert trial subs

Times blitz aims to convert trial subsNews UK title The Times is launching a direct mail campaign designed to help it build its subscriber numbers by reminding those who have trialled the scheme the benefits of full membership – including invitations to private views, author readings, debates and chef events, among others.
The “apologies” pack, devised by Wunderman, is based on the idea that subscribers will be so busy enjoying all these Times events that their friends and families will hardly ever see them anymore.
The envelope tells the recipient that it’s “Time to start apologising to your friends.” Inside it are four elegant greetings cards that feature the lines: “I’m terribly sorry, can we still be friends?”; “I feel awful for letting you down”; “My sincere apologies, my diary’s full”; and “Please forgive me, I’ve made other plans”. It is being sent out to subscribers in the run-up to Christmas.
This campaign builds on a the theme of a previous work created by Wunderman for The Times, including ‘Mantelpiece’, where members were advised to clear their mantelpieces to make space for a huge wodge of invitations to special Times Plus events. That campaign coincided with a subscription price increase and resulted in a customer retention rate 30 per cent higher than the target.
Ben Gandy, director of subscriptions, The Times and Sunday Times, said: “The Times and Sunday Times has an amazing range of events and benefits that are exclusive to members. These cards will help showcase these benefits to new customers so that they can get the most from their membership.”
Earlier this month, Wunderman picked up  four golds at the DMA Awards for its work on sister News UK title The Sun.

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1 Comment on "Times aims to convert trial subs"

  1. The Times aims to convert trial subs with @WundermanUK mailing campaign http://t.co/a7XBhqupbB #directmail #directmarketing

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