Services
Subscription renewals marketing
H2. Renewals marketing is a specialised and vital business, but it exists in a kind of publishers never-never land.
It’s easy to see why renewals are left until it’s too late to achieve anything worthwhile – they are seen as a pension, forgotten until it’s time to collect. Big mistake..
That’s because publishing is a deadline business – we all work to tight schedules and that means waiting until the last minute to do our work. But it’s foolish to take a ‘deadline attitude’ with renewals. Here’s why:
Renewal income is the basis on which your whole subscription business is measured. The rate at which your subscribers renew determines:
1. Your profits
2. The number of new subscribers you need to attract each year
3. The value of your business
4. Your marketing and staff costs
Renewals are the most important aspect of subscriptions publishing. Professional subscription publishers take big profits from renewals and base the financial viability of their promotions on the second and subsequent years.
How to make more money from subscribers
If you are not using up-to-date renewal techniques you are losing money. It’s as simple as that. Up-sell, upgrade and automatic renewal techniques for print and web-based publications are well tested, and, if used correctly, will push your renewal rates upwards to new levels.
Updating your renewal marketing is the easy way to boost your publication’s profits. There are two ways we can help:
1. Provide ongoing renewal marketing copy and advice
2. Create an eight-part, state-of-the-art upgrade and renewal series that will keep your subscribers with you for years longer
We will use current techniques that have been tested and proven to increase the value of a subscriber file.
Design and artwork for your renewal series
If required, we can supply your new renewal series on a CD Rom, designed using Quark Xpress, ready for immediate use.
We can supply one of our pre-designed series, with considerable cost savings (you escape the usual creative and design costs) or a bespoke series designed solely for your title.
Rest assured you will be the only publisher in your market using our progressive and effective upgrade programme – once an order is placed, we undertake not to sell to your competitors.
Subscriptions Strategy builds the ‘high renewal factor’ into every promotion and renewal series we create. We can:
1. Create early-bird renewals and extension offers to bring cash forward
2. Use premiums to lift renewals and tell you when to avoid them at all costs!
3. Introduce continuous authority payment methods to lift renewals to 90% and beyond
4. Cure high ‘reader turnover’ problems
5. Build a complete renewal series for your title, from conception to expiry
Most promotional innovations in the UK come from newsletter publishers. We discover and test techniques invented over the years by those at the sharp edge of publishing – those who rely on subscriptions revenue to make their profits. As with most of our methods, they can be used to promote both consumer and business publications.
Use the form below to contact us today for a free analysis of your renewal series and a proposal
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