Winning back lapsed subscribers to one's publication can mean trying a variety of rates, likely starting with the very best one, or even mailing a redressed acquisition offer, perhaps reminding the customer of why they subscribed in the first place.
The idea that working with the right marketing partners can help a mailer both gain entrée with new audiences and deliver added incentive for its existing base is gaining momentum within the direct mail community. To wit, over the last year, the Who’s Mailing What! Archive has seen a number of mailers, including Don Dion, Pitney Bowes and Kiplinger’s, kick their mail efforts up a notch by joining forces with other like-minded marketers. Another indication that this trend is starting to catch on is the inclusion of both a session and a roundtable on the topic at the Direct Marketing Association’s 21st Annual Circulation Day