Renewal series: some tried-and-true methods

Folio: The Magazine for Magazine Management, Sept 1, 1995

Veteran circulator Susan Allyn, consumer marketing director for Wenner Media Inc., publisher of Rolling Stone, shared these tips at a recent FOLIO:Show seminar: 1) Avoid using humor in your renewal series, unless you are The New Yorker. It looks like a great idea, but it's generally deadly. 2) Price by source.

Generally speaking, you can't take a subscription from a $9 source and renew it at $18. You would do a step-up, from $9, maybe to $12, and then $18. In the second year, people are far less price sensitive, so you can move them up a bit more aggressively. 3) You must have an advance renewal effort. Allyn's not talking about the traditional year-ahead-of-time, but one that's three months into the subscription. You say, "I know it's early, but we have this great deal for you." 4) Weigh first class vs. third on later efforts. 5) Beware of sweepstakes. Sweepstakes will improve results, she says, "but trust me, once on the sweeps needle, always on the sweeps needle." 6) Test a cash-with-order acknowledgement. Allyn also had a big success with a change-of-address acknowledgement. "I brought that to Rolling Stone in 1979," she says. "I'm back, and they still have it in place because it's still profitable." 7) Play up the charge option. "Yes, I know they are your best customers, but you are renewing them because they paid last year. So stress 'your credit is good with us. Send no money now. We love you.'"