30 Ways to Amp Up a Renewal Series
15. An advance renewal needs an offer that differs from the best offer in your regular renewal series. Why? To reward subscribers for renewing in advance; otherwise there's little incentive to act earlier rather than later.
16. Use a deadline in your advance renewal, for many simply need that deadline nudge to get them to respond.
17. By their very nature, advance renewals are one-time offers and can't be mailed again. Or can they? Happily, you can resend a successful effort more than once.
Here's the strategy: Midway before the deadline, mail it again with a note warning that this limited-time deal is about to expire and you must act now to take advantage. Or send it with an eyebrow in script that says you were concerned the subscriber missed this offer in the mail, and you felt responsible for alerting him to this extraordinary deal.
Or, perhaps most simple of all, send it in an outside carrier envelope that differs in size, shape or color from the original. It's not unusual for the repeat mailings to do exceptionally well.
18. Use "reason why" copy to explain and justify special offers. It's not enough to say something is special, urgent or important. Prove it.
19. Add extra value by sending an unexpected goodwill or love gift between issues. Strive to deliver more than you promise and you may win greater loyalty without much added expense.
20. Some publishers have found success with automatic or multiyear renewals. Offer a special discount or other free bonus as an incentive.
21. Use a mix of renewal efforts: issue wraps, telemarketing, online messages.
22. Before the first issue, send a welcome letter or package. This good will strengthens the bond between you and your new subscriber.
This effort also presents you with an opportunity to inform her of other publications or products that you produce. It gives her advance notice of the advantages she'll derive from your publication. Plus it affirms her sound judgment in subscribing in the first place.