Winning On-line Circulation Promotions By Anne & Josef Kottler On-line and e-promotions are the most cost effective way to test new creative to sell and renew magazine subscriptions. Results are quick, responses are fast, and on-line tests are far less expensive to execute than print promotions. In addition, paperless transactions are another way in which you and your customers can do your part to “Go Green” and help the environment. Life After the Official Voucher Package - New Subscription Acquisition Trends Subscription Marketing, November 06 When it comes to circulation marketing, success is not an accident. In fact, each piece of direct mail sent proves that there are only three rules for increasing response and payment rates: Test. Test. And then test again. Even after having seemingly found the Holy Grail of low-cost, high-pay up mailings - in the form of acquisition vouchers that resemble invoices - many subscription marketers are now trying to test out of these business-like promotions. [ Download/View File ] Branded Renewals InCirculation, September/October 05 Despite their importance, many publishers adopt a mechanistic, almost minimalist, approach to renewals. Readers are informed of the impending expiry but little effort is made to resell the magazine. Anne Kottler shows how the new trend in branded renewals is lifting response for US publishers. [ Download/View File ] If Your Direct Mail is Lagging, Take a Look at the Message Folio Magazine, February 05 Readers don’t always renew subscriptions to magazines because they like the price. So why do publishers continue to send out generic renewal notices that tout special pricing offers? Metro Corp., publishers of regional titles Boston and Philadelphia, decided earlier in 2004 to focus its renewal efforts on what it believed was the real reasons people subscribe: Unique content. And the results were impressive. Both multi-tier efforts (six for Philadelphia; seven for Boston) yielded cumulative response rates of 56.6 percent (Boston) and 57.9 percent (Philadelphia), well above the industry average of 46 percent, and well above what the magazines had been doing. Branded Renewals Are Lifting Response for Publishers Subscription Marketing, November/December 04 In general consumer advertising, branding is the name of the game. Now publishers are finding that the same thing is true for direct mail promotions for magazines — especially with their renewals. By replaying branding strategies and content-oriented sales messages from new business packages magazine publishers are finding ways to dramatically increase renewal rates. In addition, by applying design motifs developed originally for acquisition packages and bills to renewal packages, publishers are improving pay-up percentages as well. [ Download/View File ] Follow up on Auto-renewals and Vouchers The Circulator, May 2006 "The Time Inc. auto-renewal case and settlement are certainly big news for our industry," writes David Rosen of Rick Hill Direct. "To what extent should the new procedures that Time Inc. agreed to now be considered 'best practices' that other circulators need to follow in order to avoid legal/regulatory agency problems?" © 2006. Sage Communications. All Rights Reserved.