“Sorry – if you have made a purchase, please leave the store!”
No, you will have never heard a salesperson saying that in a shop. They ask ‘Will there be anything else?’ They want you to carry on buying: to shop ‘til you drop; to take out a loyalty or credit card; come to special shopping previews; use their online store; recommend them to friends.
Media and subscriptions
But that’s not what happens when you visit the main media websites. Most won’t even bother to ask for your name and address. Even if you subscribe they are unlikely to try and sell you another product.
A recent Subscriptions Strategy survey found 70% of top selling UK magazine websites don’t actively capture email addresses. These include titles such as What’s on TV, Take a Break, Saga, Glamour; TV Choice, and OK. That is either due to ignorance or an astonishing neglect of duty.
Perhaps it’s down to the UK’s famously poor customer service? In the USA, 80% of the top selling magazines actively capture visitors’ details, mostly with free prize draws and sweepstakes. They include Better Homes, National Geographic, Good Housekeeping and Woman’s Day.
The best visitor capture techniques among the top selling UK titles are Northern and Shell’s New and Star, which offer three competitions and multiple prizes through a points programme.
How publishers can get more from the market
The art of up-selling, upgrading, cross-selling and converting registrants into regular buyers sits at the heart of most successful commercial websites. And that means getting to know your customers and remembering their names. The best sites employ effective marketing copy and design to maximise these four areas:
• The capture of visitors’ names and personal details
• Conversion of visitors to paying subscribers and members
• Upgrading, up-selling and cross-selling products
• Renewing and maximising lifetime values
The majority of UK websites, however, appear unable to succeed at the first stage: the capture of visitors’ names and email addresses. The few sites that employ the ‘best practice’ marketing methods, however, are able to go much further, and capture eight fields without reducing response. The fields are, for example:
• Email address
• First name
• Last name
• Where do you live?
• Areas or subjects of interest
But as most UK sites struggle to sign up a reasonable percentage of visitors’ names and email addresses, we have to ask:
“Why aren’t UK publishers interested in the people who visit their websites?”
Why you can’t blame the marketers
Having recently talked with subscriptions conference delegates from around 100 top UK publishers, it’s clear there is no lack of ability. The marketers I spoke to are all interested in subscriber retention, successful commercial models and providing a good customer service.
But subscription marketers appear unable to exert much influence on publishing strategy. They are denied the autonomy required to freely develop effective and profitable customer-capture and subscription upgrade programmes. It’s not through lack of money – the publishers attending the event take more than £80 million in annual revenue from their subscribers.
No business can survive and grow without effective marketing. But if subscription marketing is good business sense why employ a marketing department? Marketers should be integral to the hierarchy, running the show.
There really is no excuse for weak data collection because demographic and other details are not difficult to capture. And if a visitor is interested in your site, why should he be turned away without the opportunity to register for more information?
What exactly is ‘marketing’?
Marketing is often confused with selling. But selling is only part of marketing. Among publishers, marketing is also confused with promoting and promoting is one of those things that get cut when there is a recession on.
To see real marketing in action, visit Portobello Road or Camden market. Marketing is about setting up your stall where customers will find you and selling them profitable products. That’s all there is to it.
Most of our customers want information and entertainment. All publishers need to do is produce a variety of interesting information products that can be sold to current subscribers. Unfortunately, they often give it away on their websites or don’t promote it in the right way.
Upgrading your subscribers
Upgrading is impossible if you don’t have any products you can upgrade new subscribers to. But if you create some you will be giving the new subscriber more of what he wants.
Your subscribers will be more likely to renew if they have no need to go elsewhere for extra information. They will also be paying you lots more money. Here are some upgrade ideas:
• An exclusive subscriber newsletter
• Monthly, quarterly and annual reports
• An e-zine to keep the subscriber up-to-date with new developments
• A web-based service offering extra information
• Events, conferences, seminars and workshops
• Discounted products, prize draws and free samples
• Advice and consultancy
Websites, newsletters and reports cost a great deal of time and money to create and deliver. But tests prove you can charge a lot more for access to these items than a publisher thinks. All you need to do is make sure your customer understands the value of what you are offering.
In part 2 of this article I will look at:
Where marketing goes wrong; If it’s measured, it’s managed; How renewal analysis reveals huge losses; How managing directors limit profits; Building subscriber value; Is marketing just for the big publishers?
Subscriptions marketing: confidential information for sale
The Subscriptions Strategy newsletter publishes international case studies of ‘best practice’ marketing for the Internet, websites, newsletters, books and magazines etc.
As publishers ourselves, we live or die by results. If a promotion doesn’t work, we lose money. If it works we record the results and use it on our own, and our clients’ websites and publications.
Every issue of the Subscriptions Strategy newsletter carries examples of successful marketing.
How you benefit by removing risk
As far as we are concerned, our testing means the difficult and costly part is over. As far as you are concerned, you can benefit from this tried and tested knowledge because the risk of failure has been removed and profitability is assured.
You will also find Subscriptions Strategy a great resource for training staff in all aspects of subscriptions marketing.
Please click on the link below for instant access to your subscriptions marketing starter pack. You receive:
1. 20% off the full price of an annual 6-issue subscription to the digital edition of the Subscriptions Strategy newsletter (a saving of £40)
2. Subscription Marketing Workbook worth £33: 15 Subscriptions Marketing Innovations Every Publisher Should Know
3. Subscriptions marketing ‘rapid update’: three special Subscriptions Strategy reports worth a total of £99 to bring you up to date with best practice marketing procedures for online and traditional subscription marketing
You pay just £157, a total saving of £211. 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.