Direct Mail Round-up - Renewals (626 words)
Can't Get No Interaction?
Response sticker tokens are a staple of acquisition efforts, so why not incorporate a proven involvement device into your renewals?
Rolling Stone goes a little cheaper with perforated, gum-backed stamps at the top of a renewal letter versus pressure-sensitive stickers (see above). While the whole "RS" and "VP" concept is a little hokey for this audience, it's always a good idea to get recipients involved in your mailing.
An interesting side note: Rolling Stone saves a spot on the order form for gathering subscribers' e-mail addresses. While presenting customers with another decision could deflect attention from the issue at hand—getting the order—it might also be a low-cost method of collecting e-mail addresses.
Travel Holiday also makes a point to request customer e-mail addresses in its renewal efforts, offering updates and special features in return.
Each effort in a renewal series tries a different tack to persuade customers to continue their subscription. At some point, a renewal mailing will address the fabulous editorial that customers will miss if they don't renew immediately.
Nutrition Action Health Letter gets right to the point on its order form by ink-jetting the exact feature that will be in the next issue of the newsletter—making sure that it's a hot topic customers won't want to miss (see p. 60).
Of course, this particular issue and label run is already at the printer, if not in the mail, but customers don't realize that. Even if their subscriptions don't expire for five more issues, the possibility of skipping an issue with similarly strong content has been raised.
Plus, since customers' names and addresses already are being ink-jetted on the forms, it costs nothing extra to personalize a message.
Hallie Mummert is editor of the newsletter Inside Direct Mail. Contact her at (215) 238-5437 or by e-mail at firstname.lastname@example.org. You can order copies of the mailings shown here, and others, by calling Paul Bobnak, Direct Mail Archive director, at (215) 238-5225.