Acquisition and Upgrade Marketing | DigitasLBi – XFINITY High-Value Variable Magalog

Customization was key to success in this campaign. The long-form direct mail piece with a magazine feel featured an array of offers that could be swapped out per regional needs or anticipated consumer preferences. Personalization was integrated by weaving addressee information into the piece. Wi-Fi maps referenced nearby towns. Sentences began with the subject’s name. The sports section promoted local teams. The variable magalog delivered a 35% lift in unique response rate compared to the current champion. It did so well that it will be incorporated into the rotation of champion tactics for future mailings.

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Déjà Vu: MLB Opens Another Season in Distribution Flux

Some things change, but the perpetual state of uncertainty that MLB resides in with how it distributes games seems to stay the same. And with the 2025 season fully getting underway, it seems to hold true.

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