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How Which? boosted marketing efficiency: improving new subscriber welcome packs production process

This case study outlines how marketing production specialist Charterhouse, responded to a brief to improve marketing efficiency and reduce postage costs at Which?, replacing a manual process with a data-driven document composition and fulfilment system. The solution also enables Which? to test new subscription offers and tailor communications, honouring its commitment to customer satisfaction.

Europe’s largest consumer rights organisation, Which? was determined to develop a more efficient way of producing and sending welcome packs to new subscribers to its magazines. It appointed Charterhouse, the marketing services production specialist, to work with its marketing operations project team to develop a solution that would reduce the proportion of time it spent managing stock and simplify the welcome pack content, which then included five separate inserts. Which? set Charterhouse a target of achieving this while reducing postage costs by 20%.

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