I’ve written before about how smart subscription marketers will tie their year-end renewal efforts to a gift subscription offer. This technique does double duty by increasing both your retention and new subscriber acquisition rate.But year-end and holiday subscription marketing can go both ways, which means that renewal efforts for gift subscriptions can also include upsells for additional subscriptions. Take a look at this email campaign from Consumer Reports for a print subscription to Money Advisor.
Consumer Reports does a number of things right in this email renewal effort. First, it mentions the gift recipient in the subject line and the body copy, as well as the gift-giver’s name in the salutation. Then it offered two options — the ability to renew the subscription either for the recipient OR the gift-giver at a reduced price, or the option to buy additional gift subscriptions at a further reduced rate. And lastly, the email has a number of places to click, from the green circle with a hovering mouse to the red button.My main critique is that the button needn’t be so far down the page — and better yet if it was above the fold. But what I especially like is the brevity of the message. Since this message is for an existing subscriber who gave the publication as a gift to someone else, they’re already a converted fan and don’t need a hard sell — just information to get them to renew.
| 5 Ways Subscription Businesses Can Thrive in Uncertain Times
Taking strategic actions is the key to growing recurring revenue during uncertain times. This session reveals the few vital actions subscription business leaders should take immediately to focus their team and themselves on growth over the next few months.
This free webinar is April 15, 2 PM Eastern.