If we accept that the purpose of marketing is to win and keep customers, then subscriptions and membership marketing answer the two big downsides to that aim, especially for new or expanding businesses …
Marketing is a discipline full of secrets. Secrets that take years to learn. And unless it finds a solution, a company will lose that knowledge when the key marketing person leaves (as they always seem to do).
The success of a website or other publishing venture is based on two things which should be, but are not a contradiction …
Have the principles and rules that govern the process of direct marketing changed with the internet?
Peter Hobday, subscriptions copywriter and founder and managing director of Subscriptions Strategy, runs his own successful publishing company – and so keeps up with what works in today’s rapidly changing marketplace.
Delegates to this year’s EADIM direct marketing conference loved the idea of using a free newsletter subscription to capture and convert visitors to their website. They wanted to build all those enquiries into paying customers.
If the Periodical Publishers Association were awarding prizes for fiction, Julian Barnes wouldnâ€™t have won. Sounds amazingly unfair, but itâ€™s true. The PPA award would not have gone to the author, but to Jonathan Cape, the publisher.
The best subscription renewal series start when the subscriber first comes aboard. Here is a label carrier we created to go out to first time subscribers.
Older marketers remember what a real recession is like. Youngsters haven’t a clue. The most valuable currency in marketing is experience.
The average reader knows little about how a publication makes its profit, and may object to paying early for something in order to make extra money for the publisher.