QuickFill advises to keep renewal series simple and without gimmicks.In its Application Notes newsletter, the QuickFill fulfillment ful·fill also ful·fil tr.v. ful·filled, ful·fill·ing, ful·fills also ful·fils 1. To bring into actuality; effect: fulfilled their promises. 2. system's professionals weigh in on some perennially per·en·ni·al adj. 1. Lasting or active through the year or through many years. 2. a. Lasting an indefinitely long time; enduring: perennial happiness. b. argued renewal tactics--such as whether or not to state the expire expire /ex·pire/ (ek-spi´er) 1. to exhale. 2. to die. ex·pire v. 1. To breathe one's last breath; die. 2. To exhale. date on the renewal form, to offer premiums, and to accept credit cards. Here's their advice: * Don't don't 1. Contraction of do not. 2. Nonstandard Contraction of does not. n. A statement of what should not be done: a list of the dos and don'ts. confuse con·fuse v. con·fused, con·fus·ing, con·fus·es v.tr. 1. a. To cause to be unable to think with clarity or act with intelligence or understanding; throw off. b. the subscriber. A renewal notice that is unclear about the terms you're offering or the expiration date Expiration Date The day on which an options or futures contract is no longer valid and, therefore, ceases to exist. Notes: The expiration date for all listed stock options in the U.S. of the current subscription will likely end up in the circular file. Be up front about stating subscription terms and the expire date. * Premiums make little or no difference in renewals. Many publishers spend a lot of time, effort, and money creating unusual messages and premiums to accompany their renewal notices. Our own experience--which has been limited to business publications--is that these "extras" make little or no difference in the number of renewals you'll receive. We have tested special enclosures, premiums, binders, information about upcoming issues, postage-paid reply envelopes, and just about anything else you can think of. None of them had any consistent effect on renewals. We finally concluded that the best approach was to keep things simple. By the time renewal time rolls around, your subscriber will know whether he or she wants to continue receiving your publication. Our advice: Make it easy for them to renew and make sure you don't confuse them. Doing anything beyond that is likely to be wasted effort. * Credit card offers depress de·press v. 1. To lower in spirits; deject. 2. To cause to drop or sink; lower. 3. To press down. 4. To lessen the activity or force of something. response. You should be particularly wary of offering payment by credit card. We have seen through our own tests and heard consistent reports from others that doing so can depress renewals. If you want to offer credit cards on your renewal notices, we strongly suggest that you conduct a test to see what the effect is on your publication(s). QuickFill, 800-762-7702, www.cwcsoftware.com |
|
||||||||||||||
Printer friendly
Cite/link
Email
Feedback
Reader Opinion