The Times & The Sunday Times
At The Times and The Sunday Times, customer engagement has a dual role. Alongside traditional CRM work and direct marketing, serving the organisation’s subscribers, the team are tasked with influencing customers’ content consumption habits.
By providing the best possible content consumption experience, The Times hopes to keep its subscribers for longer.
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THE CHALLENGE
- The Times wanted to drive engagement, reduce churn and increase subscriber lifetime value
- They have an established, mature and high performing email program and wanted to bring other channels into the mix to reach the remaining customers who were not opening emails or responding to direct mail, extend campaign lifetimes, increase the frequency of messages and, ultimately, improve subscribers’ survival rates
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THE SOLUTION
- CACI supported The Times to develop a cross-channel, audience driven approach to reaching and engaging subscribers
- This leveraged paid media channels in an operationally and cost efficient manner
- The team planned, designed and executed targeted campaigns to drive key customer actions
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THE RESULTS
- As expected, Facebook outperformed the other channels by far – reflecting the cultural fit for news media on the platform. Twitter worked less than half as well, but display proved the surprise package, exceeding everyone’s expectations: despite its high anticipated cost, the blended CPC for the campaign was just £2.15.
- Most importantly – and compared to control groups – the target groups saw a 9% increase in survival rate, yielding an overall return on investment of 105%.
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“Introducing new channels in to our CRM activity has given us a variety of new ways to speak with our customers. This multi-channel approach means we’ve been able to keep more customers and increase their value – what more could anyone want?Â
The CACI team have been pivotal in helping us deliver all this!â€
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Mike Migliore
Senior Retention and Engagement Manager, at News UK
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