30 Ways to Amp Up a Renewal Series
8. Try to duplicate or play off the tone of the acquisition package. Prospects reacted to it, so it's reasonable to assume that some reiteration will strike a similarly responsive chord.
9. The urgency of your tone should dramatically increase as you get closer to expiration. Fear, guilt and exclusivity work particularly well: Show what the subscriber will lose, how his world will change for the worse without your publication, that others have renewed and are enjoying benefits he's relinquishing, the pain of saying good-bye, etc.
10. Focus on things coming up in the publication. Talking about what's ahead-articles, interviews, stories, features, departments, solutions-exerts a powerful pull on readers. No one wants to be left behind. Turn this to your advantage by enticing readers with things they have not seen yet.
11. Alternate the look of each effort. Cheap but effective ways to distinguish renewal reminders include changing the envelope size, font, color and design. Omitting the name of your publication in the corner card on some efforts can be effective.
12. Instead of mailing all the efforts from the same person (such as the circulation director), vary the sender. A reminder signed and sent by the editor or publisher lets you talk to the subscriber from a new perspective. Further, it reinforces the bond between subscriber and publication by demonstrating that his renewal concerns everybody, not just the circulation department.
13. Human beings have an almost compulsive need for completion. Harness that psychic energy in the post-expire period by sending the table of contents, an article or something of genuine value from the publication-torn in half or blacked out selectively! The missing parts may drive them to renew to possess the whole piece.
14. Expires make the best prospects. Store them in your prospect file, and include them in a future campaign.