Newsletters Place a Premium on Editorial
Tchotchkes may sit atop the premium heap in some sectors, but newsletters are eschewing pens, personal grooming kits, steak knives and tote bags in favor of premiums with an editorial flair.
In October, the Who's Mailing What! Archive logged subscription acquisition mailings from a number of newsletters that offer content-driven premiums. And the most popular format for these informational enticers? The "special report." Some 87 percent of premium offers in the October mailstream in this sector feature at least one report.
How these informative premiums are positioned, however, varies greatly, beginning with the first thing the prospect sees: the outer envelope. While the outers of Nutrition Action Healthletter (Archive code #250-172620-0410X), Bottom Line/ Personal (Archive code #250-172342-0410) and Harvard Women's Health Watch (Archive code #250-179664-0410X) only reveal that "free gifts" are offered within, Johns Hopkins Memory Bulletin (Archive code #250-694510-0410X) and Health Confidential for Men (Archive code #250-692352-0410) use this valuable real estate to promote their free reports.
The buckslip is another place where publishers highlight their premium offers. The Vitamin Doctor (Archive code #250-698552-0410) uses two, in the form of mini-reports, to tease the contentreferring, for example, to the "Miracle Nutrient from the Bible" as "this nutrient" and "it," without ever revealing the nameof its special reports. The four free
reports also pop up in the letterin a Johnson Box and P.S.and take top billing on the BRC. Harvard Women's Health Watch also uses an insert that highlights the questions that will be answered in its two-report premium package. Like The Vitamin Doctor, Health Watch mentions its free reports in the letter, in the P.S. and at the top of its BRC.
For Johns Hopkins Memory Bulletin, the premium push begins with a double-sided insert labeled, "A Digest of Special Reports from The Johns Hopkins Memory Bulletin," that outlines each of its four reports in depth. It continues in a Johnson Box on the first page of the letter; the letter goes on to introduce the news-letter before delving into the content of the free reports at the start of the second page. The reports are mentioned again in the P.S. and in a call out on the BRC.
Safe Money Report (Archive code #270-177638-0410X) features only a letter, but that eight-page piece is peppered with queries, such as which stocks to sell and how to choose better stocks, that are answered in its seven special reports and books. The letter provides a small preview of the content available in the newsletter, but sells the free gifts and their valueestimated in the letter and on the BRC at $1,272above all else. Safe Money Report uses the value of these premiums to drive long-term subscriptions by featuring a tiered offer: a two-year sub nets all of the offered premiums, while a one-year sub earns only three.
American Speculator (Archive code #270-698486-0410) also levies the value of its premium package, using the final two-page spread of its 16-page magalog to promote a 10-piece premium, valuedin large, red letters in the center of the pageat $1,460. Value is the focus of the entire sell, as the only informational copy about each premium refers to its price. Like Safe Money Report, American Speculator also utilizes a tiered offer, in which a one-year sub only receives seven of the 10 premiums.