A Power-Packed Win-Back
The New York Times sweetened a "win-back" deal for its lapsed subscribers in December with a #10 outer envelope effort that packs a powerful premium punch. The effort contains just a one-page letter with a perforated order card and a BRE, and offers former readers discounted home delivery of The New York Times, as well as a free subscription to one of three Condé Nast publications: The New Yorker, Gourmet or Vanity Fair (255NEYOTI1203).
The New York Times presents a simple teaser on the outer envelope: "Important information about your subscription." The package is plain, spare and free of splashy brochures, buckslips and insertsall for good reason. As the letter states: "... you're familiar with our Pulitzer Prize-winning
reporting, featured sections all week, the amazing Sunday Times, and much more. And if you still enjoy everything The Times can deliver, we'd like to present you with a special offer for returning customers. The New York Times has three different options for home delivery and, with this special
renewal offer, you can save 25 percent for your first 12 weeksand get the magazine subscription of your choice!"
On the order card, The New York Times presents a ladder of choices: 7 days at $8.65 a week; Monday-Friday at $4.30 a week; and Sundays only for $4.30 a week.
The recipient of this appeal obviously is well-acquainted with The New York Times, therefore eliminating the need to resell the publication's benefits. If this particular reader had lapsed from the file years ago, the newspaper might strive to re-introduce itself as a way of saying, "Hey, I'm still here. This is me, in case you forgot."
The compelling aspect of this package is that The New York Times Co., which owns and operates The New York Times, The International Herald Tribune, The Boston Globe and 16 other newspapers, has brokered a deal with consumer magazine publishing juggernaut Condé Nast to win back customers. One could assume that a reader of The New York Times who lives outside the New York metro areain this case Philadelphiais a "reader" in the truest sense, and has a strong desire to stay abreast of important happenings in the world. It also is likely that the recipient will find a free magazine subscription more fetching than a sports watch, alarm clock or calculator.