Current events can boost response
19 June 2007Linking your promotion to a current event can have a wondrous effect on response. For an investment newsletter, a good time is when the stock market leaps.
If you are promoting political party memberships, then the lead-up to an exciting general election or the relaunch of your party is a good time to attract new converts.
If yours is an athletics or sports publication, it can be when the UK team wins a dozen gold medals at the Olympics.
Below is a link to a promotion sent out by the Peak Performance website. At the time of despatch, England had won two games in the opening stage of the World Cup:
Sports Performance Bulletin world cup.eml
The disadvantage of this technique is that those new subscribers may cancel when the excitement dies away. Ensure, therefore, you capture your new subscribers with a direct debit or continuos credit card authority payment.
There are other measures that are necessary to keep new subscribers on board after their first year: for example, make sure the copy you use to contact them before renewal takes their source into consideration. You will need to remind them of your initial promotion.
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