TVG Case Study: Reader's Digest
“There is little doubt that customized communications is the future of direct marketing.”
— Mathieu Peloquin, Vice President, Marketing Product Lines, Reader’s Digest Canada
74%
increase in sales with the fully variable multiple product cross-sell marketing solution (Test 2) compared to the static control piece
67% +
Lift rates averaged 67% above the control package and reached 111% in certain segments
Reader’s Digest won Gold at the 2006 Canadian Marketing Awards for two categories: Resource Partners for Excellence and Innovation in Best Practices and/or Technological Advancement
Relevant messages based on affinity patterns and targeted offers changed customer behaviour and shifted the paradigm in the current business model
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