PERSONAL bests

New subscribers receive a series of nine print or e-mail “touches” in the customer retention campaign. Everyone receives an order confirmation, start verification, guide to the newspaper and service check that is versioned based on the payment type selected.

In one communication, the newspaper asks subscribers who are not using EZ Pay automatic credit card payment to convert to this plan. If a customer converts to EZ Pay between the time when the “Thank You” e-mail is sent (upon completion of a transaction) and when the “Welcome” e-mail goes out (the first day of newspaper delivery), then the Welcome piece will have different copy and will not contain a switch to EZ Pay incentive offer.