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Case Studies

List Revenue Increased Despite Housefile Decline

Easter Seals is a nonprofit organization that assists more than 1.4 million children and adults with autism, other disabilities and special needs and their families annually through a network of more than 500 service sites. The organization assists people with physical and mental disabilities and special needs resulting from any cause, whether diagnosed at birth or incurred through disease, accidental injury or the aging process.

What We Provided

Brokerage

Management

Alternative Media

Digital

Creative

The Brief

Over the last few years, Easter Seals has endured declining direct mail performance due to the recession and subsequent program cut backs, causing their housefile size to decrease significantly. As Easter Seals’ list manager, RMI was tasked with sustaining a healthy list rental revenue stream while maintaining an exchange program that would ensure the availability of adequate names for their acquisition program. This would be no easy feat due to Easter Seals’ decreased file size, fewer names to sell and healthy list usage after years of use.

The Solution

RMI applied a multi-dimensional strategy that blended sales and marketing efforts. We:

  • Expanded the usage of mailers already using the file, offering additional selects and incentive pricing.
  • Built successful Good Customer Match and Mail Regression models for mailers who could no longer make the straight file work.
  • Enhanced their list with new data, and creating pin-point audience segments defined by consumers’ interests.
  • Identified mailers outside the health market who would be a good fit for the file, and targeted their brokers with multichannel marketing campaigns.

The Results

Despite the decrease in Easter Seals’ file size, RMI has successfully achieved a 5% average increase in list rental revenue year-over-year for the past three years; all while simultaneously maintaining a healthy exchange volume.

Case Studies

List Revenue Increased Despite Housefile Decline
List Revenue Increased Despite Housefile Decline

List Revenue Increased Despite Housefile Decline

Easter Seals is a nonprofit organization that assists more than 1.4 million children and adults with autism, other disabilities and special needs and their families annually through a network of more than 500 service sites. The organization assists people with physical and mental disabilities and special needs resulting from any cause, whether diagnosed at birth or incurred through disease, accidental injury or the aging process.

Creative Email Approach Lifts Subscriptions and Revenue for Publisher
Creative Email Approach Lifts Subscriptions and Revenue for Publisher

Creative Email Approach Lifts Subscriptions and Revenue for Publisher

From auto repair shops to veterinarians, countless local businesses operate in every city in the U.S. - making the process of choosing the right service provider a pretty difficult task. Consumers’ CHECKBOOK magazine solves the problem by extensively researching businesses, and reporting on the best service at the best possible price. CHECKBOOK is published by the Center for the Study of Services, and covers seven major metropolitan areas: Boston, Chicago, Delaware Valley, Puget Sound, San Francisco Bay, Twin Cities and Washington DC.

Offsetting Lost Revenue After a Publication Title Closes
Offsetting Lost Revenue After a Publication Title Closes

Offsetting Lost Revenue After a Publication Title Closes

Mayo Clinic, one of the worlds' foremost medical centers, produces the <em>Mayo Clinic Health Letter</em> and numerous books that draw on a century of patient care, medical research and experience with the goal of enlightening readers.

Aggressive Growth Goals Reached with Favorable Response Rates
Aggressive Growth Goals Reached with Favorable Response Rates

Aggressive Growth Goals Reached with Favorable Response Rates

Charles Tyrwhitt is a British menswear retailer. They specialize in formal men’s shirts, shoes, suits, knitwear and accessories – and also offer a line of womenswear and casual apparel.