How to be a perfect subscriptions marketer

Where do you get your advice?

The main hurdle to successful marketing is the do-it-yourself amateur. Perhaps they have picked something up from a marketing forum.

Or from a promotion they have seen.

Then they copy it. Oh dear! If only creating a promotion was that easy!

In subscriptions marketing there is only one way forward
Only by testing can you find what works best. There are many – probably most – who believe that their personal experience, likes and dislikes show the way forward. It does not.

Marketing is usually counter-intuitive, so to it is important to sift and discard personal advice that has no market testing behind it. Forums never do that. If you ask our advice on any area of marketing we have not tested then that is something, unfortunately, we cannot help you with…

If it’s measured, it’s managed
Perfect subscription marketing is not that difficult. It just that almost no-one actually does it.

If we want to build more profitable subscribers, we must first measure results and use the evidence to plan and manage our subscription marketing programmes.

Source code analysis show where the most profit comes from and where and when your best customers are to be found. This evidence forms the strategy you adopt when you promote to new subscribers:

By examining and testing the above six points you will increase subscription profits for your company. This research and measurement area is where most creative effort must be directed.

Below is some research that shows how important testing is.

How subscription renewal figure analysis reveals huge losses
A survey across a broad range of publications found that, of 1.4 million subscribers recruited in 2009, 1.1 million lapsed in the same year.

That is pretty poor subscriptions marketing!

A simple analysis will usually reveal big errors in strategy. For example, we know for a fact that subscribers who come in from the ‘easy’ channels such as retail subscription promotions through Tesco usually have a first year renewal rate of less than 30 percent.

In-magazine inserts renew on average at 59 percent.

But without an energetic and effective subscriptions upgrade programme it’s not possible to make money on these short-term customers.

But today, these promotional areas are where most publishers ‘marketing’ efforts are made. Why?

Low renewal rates are not good business and not good marketing. But those loss-making figures are usually hidden and glossed over by an overall renewal figure of 70 to 75 percent.

The loss-makers are propped up by the long-term, loyal subscribers renewing at 90 percent and more.

Have you ever wondered why most subscriber files are not growing?

By keeping accurate records you can measure profitability and discover which subscribers cancel early, and which will stay longer. Only by focusing on long term profits can your subscriber file grow.

Although we all know it’s vital to avoid loss-making promotions, in the real world a marketing manager will often just go ahead and produce something she or he ‘likes’ and copies from another promotion, without knowing how well it performed long-term. And she does that because other more profitable activity is denied to her.

“If you’re serious about marketing you need to know what works.”

Most subscribe to our Subscriptions Strategy newsletter for the case studies it contains: successful subscription and membership marketing techniques for websites, internet, email promotions, newsletters, magazines, books and reports etc.

It means you are not isolated in the marketing work you do. You know what currently works and what doesn’t. And Subscriptions Strategy is a great resource for staff training too.

We dig deep to uncover what’s working. We explain what works and why – and how to apply each technique to build repeat business.

As a new subscriber to the Subscriptions Strategy newsletter, you receive the following special reports worth £132, completely FREE of charge:

1. Double internet sales: how a split-test doubles revenue

Ref: SS 60. Free of charge. Usual cost £33

2. Building paid subscribers

Ref: SS 61. Free of charge. Usual cost £33

3. Copywriting: creating a sales letter

Ref: SS 62. Free of charge. Usual cost £33

4. Fifteen Marketing Innovations every Publisher Should Know
This ebook is packed with marketing examples and colour illustrations. Each device you use will easily repay the cost of your subscription by lifting response and boosting profits.

Ref: Special report. Free of charge. Usual cost £33

These are not ‘ideas’ but tried and tested techniques
Each issue of the Subscriptions Strategy newsletter – it is published every two months – carries at least ten creative techniques most publishers can use. We give full page illustrations and analyse each promotion – with links to websites. You’ll immediately start to improve response and reduce your costs because:

We are publishers and active direct markers and have tested each technique on one of our publications or websites

You get consultancy-level advice on the whole business of profitable marketing. The editor and advisory panel are pre-eminent in their fields — all are heavily involved in direct and Internet marketing. For example: would you like to know about:

1. Successful models for bringing in and renewing subscriptions for your website?

2. Converting free registrations and subscriptions into paid?

3. Building a huge list of registrants via your website to convert to paid-subscribers for your titles?

4. Tweaking your current email promotions to boost revenue?

This is vital marketing knowledge ready for you to use now to boost revenue!

We test-market so you don’t have to go to the expense

Our guarantee

If Subscriptions Strategy doesn’t pay for itself with the very first tip you use, just cancel your subscription. This is an unlimited guarantee and can be exercised at any time during your subscription.

Please click on the link below to place your trial order.

You pay just £157, a total saving of £132 all ready for immediate download in pdf format.

You then get the Subscriptions Strategy newsletter every two months. If the material does not come up to expectations, email, write or phone for a full refund. This guarantee is valid for the lifetime of your subscription and can be exercised at any time.

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Peter Hobday
Subscriptions Strategy Ltd


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