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.
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.
To give you an idea of the information we provide. I have just come across a subscriptions renewal form from AARP – that’s the American Association of Retired People. At first look the AARP appears to break a forbidden rule …
Subscriptions renewals marketing is a specialised and vital business, but it exists in a kind of â€˜publishers never-never landâ€™.
Itâ€™s easy to see why subscriber renewals are left until itâ€™s too late to achieve anything worthwhile â€“ they are seen as a pension, forgotten until itâ€™s time to collect. Big mistake!
An early bird renewal offer will generate a large response with potentially large amounts of cash. The joy is that this extra cash flow can be timed to arrive whenever you want it to.
Why upgrades are big business
For some consumer and business publishers ancillary products bring in far more revenue than subscriptions. One publication I work with pulls in a multiple of 4.5 times the subscription rate.
How upgrading was invented
A few clever publishers began to re-package editorial into books and reports and sell them at a far higher price than a Â£2.95 â€˜back issueâ€™.
If you bind or glue your insert to the base of the magazine front cover, you have created an outsert. An outsert is probably the most responsive in-magazine device there is.
As every good marketer knows, renewals are where a publisher makes his money. Here, in two steps, is how much money you make when you install a reasonably good renewal program.