Creating a direct mail pack, landing page and series of email promotions are all vital steps in subscriptions marketing. All other promotions follow â€“ loose inserts, billing, upgrade and renewal series etc. To survive, they all need to be good.
The Subscriptions Strategy newsletter publishes International case studies of the very best marketing around: for the Internet, newsletters, books, websites and magazines etc. All have been tested in the marketplace and will boost revenue.
In the USA, the recession is putting more pressure than ever on subscription conversions and renewals. Here is some advice from subscription marketing pros on strategies for tough economic times.
Extreme Marketing! —- raise your subscriptions marketing and grow circulation to a new level!
Having been in the industry for over forty years, Drayton Bird has seen at first hand the best, and worst, of subscriptions marketing. In 1982 he wrote Commonsense Direct Marketing, seen by many as THE industry textbook. Here he reviews his life in subs
In this article you will learn about:
- Budgeting for subscriptions growth
- Establishing a subscriptions upgrade programme
- How upgrading took over from selling back issues
- How to charge different subscription rates for the same product
- Why upgrades are big business
- How specialist publishers can build market share fast
- How to price test to lift revenue
- Why publishers canâ€™t rely on advertising or newstrade revenue
Supposing you decide to commission and run a subscriptions campaign for a publication. You have decided that you want to grow (or sustain) circulation and there’s no better way.
Without going any further I can tell you now, before you begin, that you’ll FAIL. Now read this subscriptions marketing advice.
In his time in publishing Peter Hobday has worked with three people who understand how business works (rather than just publishing). Brian Gilbert, who ran United Trade Press and the Wilmington Group, Sylvester Stein of Electric Word and John Gommes of Chartsearch. They have chosen publishing but would be successful in any business because they understand the elemental workings of the marketplace. . .
“Selling subscriptions .. probably the hardest of direct mail tasks. It gives you a complete (often bruising) education which, with a little imagination, you can apply to just about anything.”
We publishers are very lucky to have In Circulation magazine. The Editor, James Evelegh has managed to bring the whole circulation marketing and management community together, which must be one of the toughest tasks in business publishing.