Circulation Ad Tip #5

RENEWALS: DON'T LET YOUR
SUBSCRIBERS SLIP OUT THE BACK DOOR.

These are your prime customers, your circulation base, and it's a lot easier to renew them than to replace them. And you don't have to spend a lot of money to do it! Use fresh creative concepts that reach out, grab their interest and reel them in for another term. Vary the graphic look, tone and message of each effort in the series, rather than keep sending out the same predictable, trash-bound mailings again and again. Within each package, all elements should tie together to create a powerful, cohesive message. Use words that reflect the theme and tonality of the magazine. Let readers know you're not just pandering to them, but are truly interested in addressing their needs.

The difference in response between a laskluster, generic-looking renewal notice and one with a laser-focused sales message can be huge. Here's a sampling of the many renewal concepts Achiron/McTigue has developed that cut right through the clutter to generate big responses for the magazines they promote: