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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