Printer Friendly

Customer loyalty paves way to automatic renewals.

If renewals are the heart of the newsletter business, automatic renewals must be its soul. The most solid basis on which to build a case for your subscribers to sign up for automatic renewal is a demonstrated loyalty to you and/or your publication.

That's nicely illustrated by a recent "Renewal Special" mailing by The Nation magazine. A 1-page letter from publisher and editorial director Victor Navasky hits many of his subscribers' hot buttons:

"Dear Friend,

"How would you like to help save the forests, unclutter your mailbox, help us balance our budget, and simultaneously make certain that you receive your weekly Nation uninterrupted for the foreseeable future?

"You can do it all by checking off the box on the enclosed form and joining our new automatic renewal program."

In one sentence he appeals to liberals' tree-hugging instincts, distaste for junk mail, and awareness that The Nation has rarely if ever turned much of a profit.

"Frankly, although we designed this program to save you time and the hassle of receiving innumerable renewal notices, we also did to save money. We estimate that if we renewed everyone the old way, we would be wasting close to $100,000 annually--on paper, postage, and printing--that might be better spent sending our writers on assignments, digging up dirt and giving you news and views that you can't get elsewhere."

Follow The Nation's good example: Study what your readers most like about your newsletter and its content, and hit those hot buttons in a me-to-you letter.
COPYRIGHT 1999 The Newsletter on Newsletters LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1999, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

Article Details
Printer friendly Cite/link Email Feedback
Publication:The Newsletter on Newsletters
Date:Oct 15, 1999
Words:252
Previous Article:Manisses begins child psychopharmacology newsletter.
Next Article:New edition released: 422 Tax Deductions for Businesses & Self-Employed Individuals.


Related Articles
"Membership has its rewards"--for publishers.
HOW TO MAKE MONEY ON MAINTENANCE.
Sixteen winning strategies based on a survey of NEPA members.
Twelve proven newsletter renewal techniques, part 2. (Renewals).
Are e-mail renewals a coming thing?
Coming event.
Coming event.
Vote yes on Glenwood renewal.
Riding for the brand: carriers could learn a few things about loyalty from the Old West.

Terms of use | Privacy policy | Copyright © 2020 Farlex, Inc. | Feedback | For webmasters