30 Ways to Amp Up a Renewal Series
23. A potent but underused tool in renewal strategy is humor. It's an unexpected, disarming way to build on your relationship, but it must be wielded carefully. I've found that light, self-deprecating humor works best.
I wrote an advance renewal where the editor poked gentle fun at himself for making an early appeal. It beat the control 2-to-1. Use humor early in the series. It would be out of place as the efforts progress and turn increasingly urgent.
24. Milestones or anniversaries in your publication's history give you an opportunities to send special, one-of-a-kind renewals to your entire list and prime the renewal pump. To give the effort added power, include a separate remembrance letter. You can put your publication into historical context by describing how it always has been there for readers in good times and bad. Or have the founding editor or publisher write sincere, heartfelt words that lift the veil between publication and reader. When I did this for a publication celebrating its 35th anniversary, response skyrocketed.
25. Once or twice a year, send a blanket renewal to your entire list. Offer a unique incentive or special premium not part of your regular series as a reward.
26. If your renewal rates are sinking, the answer could be traced to your acquisition package. Are you delivering what you promised? Does your editorial content have genuine value that your readers want or need? If you find a disconnect, change the package to accurately reflect what your publication provides or change the content of the publication. A brief survey of disgruntled subscribers may provide some insights.
27. Should you create a whole new series at one time or piecemeal? All other things being equal, developing a complete series at one time offers you strong advantages: It lets you think out the different appeals/action devices/order forms in totality, figure out where they fit most effectively in the series and do rough dummies to visualize the entire series in front of you to ensure that each effort maximizes