Personalized Offers Increase Subscriptions
Pittsburgh Opera, the 7th oldest company in the United States, was looking to increase its subscriber renewal rate and average order value for their 2016-17 season.
Christian Cox sought a better way to segment his customer base and deliver compelling messages that would meet the Opera’s growth goals.
Challenge
Subscription renewal packets had previously consisted of a renewal letter, an order form and a brochure stuffed into an envelope with an audio CD, pocket calendar and return envelope. The printing was tedious, fulfillment was time-consuming, and the recipient was inundated with six pieces.
Solution
Heeter put together a variable direct mail solution that enabled more than a dozen different messages for their large number of different customer segments. We consolidated the now-personalized renewal letter and custom order form with the general brochure, resulting in a more manageable number of individual components in the packet. Also, Heeter printed and fulfilled the entire job, reducing labor.
Pittsburgh Opera saw an increase in response rates and average order values from our subscription renewal packets since we incorporated personalization into our direct mail campaigns.
Christian Cox
Director of Marketing and Communications
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