Editor’s Notes: Past Its Prime?
Perhaps a better way to handle the forced free trial—a tactic that still offers marketers an excellent opportunity to let the product sell itself—is to send an order form with each sample issue. Then the prospect has the response mechanism in hand as she’s reading the issue, and your proposition appears less like a mistake or a scam.
That’s my take, anyway. I’d love to hear from publishers still using forced free trials, and learn what their experiences have been.
Before I leave you this month, I want to thank all of our subscribers, readers, attendees and visitors for helping Target Marketing usher in its 30th anniversary. We look forward to serving your direct marketing information needs for decades to come, in whatever formats you prefer. “Target Marketing TV,” anyone?
—Hallie Mummert, editor in chief