Forced free trials 101. (Promotion).

At the recent NEPA conference in Philadelphia, Adam Goldstein, of the KLA Group LLC, laid out the basics of running a forced free trial subscription campaign.

FFTs run in and out of favor with newsletter publishers--with some saying that "they no longer work for us," and others citing the expense of such campaigns.

In these days of trying any number of promotion techniques, it's not a bad idea to include even "limited-circulation" FFTs in a publisher's marketing mix.

For starters, when renting a mailing list make sure the rentor knows you're going to use it a number of times. Also, negotiate the minimum. If it's, say, 5,000, tell them you want 500 names to use ten times.

Goldstein ranked mailing lists as if they form a series of concentric circles. Your best list, at the center of the circles, is subscribers to your other publications.

Next best list is your expires.

The circles widen in decreasing value in this order: association lists, conference attendees, swaps, book buyers, and, finally, compiled lists.

It's advisable to limit your FFTs to your top lists, because FFTs are not inexpensive.

On the positive side of the expense ledger is the fact that those subscribing as a result of an FFT are more knowledgeable, committed subscribers because they've seen the product--and not just once as in a "sample issue enclosed" but three or four times. They know what they're signing up for. Renewals are thus higher for FFT converts.

The general offer in a FFT should be the same as in a regular direct mail campaign: discounts, premiums, an effective sales letter, and so on.

FFT for a monthly newsletter

For a monthly newsletter, send three issues, following this schedule:

1st issue: Include a welcome letter with it stating that the recipient has been selected to receive x-number of issues on free trial basis.

2nd issue: Send just the newsletter, or perhaps include a "continuation notice" with it. Print on the envelope, "Your current issue is enclosed" or "Your free trial issue of The Gizmo Newsletter is enclosed." Such notices will help get the newsletter past the gatekeeper.

3rd issue: "Last chance!" notice with the issue and a continuation notice.

Then send two post-trial notices: "Notice something missing?" "Not too late to take advantage of...."

One month later, send the "Final Notice." "Not too late to reinstate your subscription." Perhaps, depending on your price, also offer a 6-month subscription.

FFT for a biweekly newsletter

Send four issues, following the same schedule as for a monthly newsletter. Then send the "Final Notice" a full month after the final issue.

Goldstein also recommends varying the delivery package throughout the FFT: perhaps use a wraparound one time, then an envelope, then a different colored envelope.

Continuation notice

It's against the law to send an invoice to someone who has not requested it. So, do not label the order form "Invoice" or even, as some publishers have done, "Renewal Notice." Probably the most common title is "Continuation Notice," but others include "Subscription Statement."

Finally, remember the "free" in "forced free trial." Once a prospect has signed up for a full subscription, begin it then. That is, don't include the FFT issues in the subscription. Not all publishers do this, but it will only generate good will at renewal time.