Marketing to a Niche Within a Niche
Black Enterprise also has tried other offers and creative approaches, instead, one of which was a simple letter package sent to expires as soon as they turn six months old. Because one of the best-read sections of the magazine is a department titled "Motivation," the letter makes an emotional appeal that plays to the reader's sense that the magazine can help him or her achieve the American dream. According to Hanks, the mailing pulled double-digit response on the best expire sources, so the publisher then did some small mailings to other portions of the file, until the effort had gone out to the entire expire file. Although it eventually was beaten by a three-for-one offer, Hanks says that readers really responded to the message that "this is for you; this is your magazine. It was very much a personal connection."
While Black Enterprise's list prospecting efforts deal more with detail, than volume, this 35-year-old publisher has gone the distance marketing to a niche within a growing African-American market.