In addition to our regular renewal letters, we do an annual
“Global Renewal.” This is simply a renewal offer that we send (usually in
February) to all of our current subscribers – regardless of how many issues
they have remaining – and we additionally mail to expirers one or two years
out.
Our Global Renewals offer a premium such as a wall calendar
(that we produce). In the letters, we are careful to let everyone know when
their subscription ends and what their account number is so when they call in
they have all the pertinent information.
Our Global Renewals are the most successful revenue-generating
mailings that we do each year.
Here are a couple of things that we have tweaked over the
past few years to generate extra income from the mailings:
1)
Our subscription software allows us to generate
a subscriber’s personal link so they can access their account without typing
anything in – just clicking on a “Click Here” button.
2) We first send out emails with the Global offer a
couple of weeks before our USPS mailing so mailing costs can be reduced.
3) Because subscribers with a few years left on their
subscription may be hesitant to respond to the Global Renewal offer, we started
offering the option to purchase just the calendar. As a result, not only have
we sold hundreds of additional calendars as a stand-alone purchase, many people
purchase extras for themselves.
4) We also have the printer put the subscriber’s name, account
number and address in the tear-off form on the bottom of the page so the
customer doesn’t have to rewrite this information. The printed piece is folded
and the address shows through a #10 window envelope. This preprinted tear-off
form saves a ton of time with data entry when it is mailed to us because the
data entry people only have to type in the account number instead of all the
subscriber details.
5) The last thing we realized is that our response is greater
if the Global Renewals are mailed around the same time that an issue is mailed.
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