A monthly feature at Newsletter Access, providing potent marketing tips and story ideas for newsletter editors and self-publishers.. Brought to you courtesy of Lynn Kerrigan, Editor/Publisher of Subscribe.

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Renewal Secrets:
Getting 'Em to Sign Up Again and Again
Lynn Kerrigan

Newsletter publishing is a renewal business. Fortunately newsletter readers are a loyal bunch, but it takes planning and persistence to benefit from that loyalty. Follow these tips for increasing renewals to your publication:

Use Renewal Slogans

Place renewal slogans on envelopes, newsletters and promotional mailings. Industry Reports, a now defunct newsletter, used the slogan "90 to 95 percent of our subscribers renew!" on every mailing piece. The statement was true and may have been the impetus behind the high rate. Most of us don't have 90-95% renewals, but we can state something like "Our loyal subscribers renew!" or "Our newsletter renewals attest to our quality." These may be a bit lame, but you get the idea.

Have Planned Procedures

Most big publishers have detailed procedures for getting renewals starting with the second or third issue a subscriber receives.

Most early renewal notices like form letters arrive separately from the publication but I've noticed more and more publication "cover attachments" urging renewal with a special offer. Often I receive a letter stating my subscription has expired, but I'll be getting an extra free issue. I always get a letter asking for renewal so "service won't be interrupted." Then there's the letter stating "We're puzzled you haven't renewed" requesting I check off the reason(s) from a printed list. The point of these repeated reminders is the more aware I am that my subscription is about to expire, the more likely I'll renew.

Use Testimonials

When Walter Nichols, food editor of The Washington Post, said The Culinary Sleuth was one of the best culinary newsletters he's ever come across, subscriptions soared but that wasn't the only reason my heart sang. That one sentence has become the top heading of my marketing materials to potential new subscribers as well as renewing ones.

Powerful comments like these from the media are one of the most effective tools for getting new subscribers or renewing old ones.

Send clips of printed reviews with renewal notices or extract that just right phrase from a review to make the reader sit up and take notice.

Media speak aren't the only words you'll want to quote. Whenever any reader contacts me with a complimentary statement, I immediately request if I may use his/her words and name in my marketing materials. I haven't been turned down yet. Comments of satisfied customers are potent persuaders.

Testimonials will always be more credible than anything you have to say about your newsletter and if you're not getting any complimentary comments, better work harder to get them. Methods of eliciting compliments are periodic reader surveys and a repeated message to readers to contact you with questions, concerns and suggestions. Make it easy to respond by offering phone, fax, mail and e-mail addresses.

Postcards Are Worth A Try

When my very first round of renewals came up, I merely included a notice with each final issue. The flyer announced in big bold letters across the top of the page THIS IS YOUR LAST ISSUE, much like the "big guys" send me. I expected at least a 50% renewal rate as I've heard if you don't get 65%, you're doing something wrong. Boy was I disappointed. 30% was as high as I could squeeze out.

Then I read Lisa Rogak's book, Upstart Guide To Owning and Managing a Newsletter Business, and decided I should pursue readers who had not renewed. I've had moderate success with the simple and inexpensive message on post cards. The tone of the card is light: The Culinary Sleuth was recently called "one of the best culinary newsletters we've ever come across" by The Washington Post. We are ready to mail the February issue and have not received your renewal notice. We miss you. Please mail us this card with your payment today so you don't miss one issue of the fact filled and fun Culinary Sleuth.

I now follow up with a personal letter. Though the body of the letter is the same, each is individually addressed and personally signed. The personal touch is important when dealing with customers and has gotten me many a startled though positive response. The ability to personalize is also one major advantage small publishers have over their larger cousins.

Offer Premiums

I'm not sure which publication offered a Swiss army knife as a gift to renewing subscribers but I do know when they did, renewals soared. The power of the "free gift" is one that shouldn't be ignored.

Lisa Rogak's first renewal notice accompanies a reader's next to last issue and offers a premium to renew now with an offer of a book or special report. (This is also a good technique to grab first time subscribers. I've taken advantage of these offers myself just because I wanted the premium.)

I feel the best premiums relate to your newsletter's topic. For instance, I send a free Cook's Hotline list and recipe brochures to new Culinary Sleuth subscribers. The hotline list costs me pennies to copy. The brochures are free or cost pennies as well.

Premiums needn't break your budget. Information-special reports, directories and resource lists are all good premiums with high perceived value but little cost.

Some experts say premiums can backfire or that if you offer something to renew once, you'll always have to lure them with something else to renew again.

Persist

Rogak recommends sending subscription offers as often as you can afford to non-renewing customers. Even old customers are prime. Eventually your persistence may wear them down, win them back or both.

Offer a Special Deal

If you sell related products, an offer for a certain percentage off these products may garner a renewal. Discount coupons work well here.

Develop Customer Loyalty

Encourage reader feedback and answer customer mail immediately with a personal reply. Acknowledging queries, comments and suggestions makes people feel their contribution is important.

Work on developing your newsletter's "voice." Unlike the plain, factual style of newspaper journalism, newsletter editors can voice their opinions in their publications. Stand for what you believe and show who you are in your newsletter. There's nothing more dull than a wishy-washy stance. Though you may alienate some (we can never please everyone) it will endear you to others. And the ones who like or identify with you will stay with you.

Make Your Newsletter a Must Have

Our renewal concerns would be non-existent if our newsletters are must have reading. What makes a newsletter invaluable? Exclusive information. Simple, clear, concise writing style. Newsletter design that pulls the reader from page to page. But most important is the news we give readers must be something they want and can't get (easily) anywhere else. Supply news in a concise, readable format that's important to your audience because they don't have the time for the necessary digging to get the information that's significant to them, them, them.

Peter Baylies, editor of At Home Dad, shares his renewal tips.

Renewals are HARD to get. Even Newsweek & Time only get 60-70% and that is the BEST you can do. I've been getting a 22%-40% response (40% recently, due to a USA Today article I enclosed with the renewal notice). First, you must remind them THREE times-and you MUST send out mass mailings via first class to be effective. Postcards don't work. Too easy to toss aside. An envelope must be opened which is more effective. Many people wait for a few reminders before they send that check in. Why? I don't know but I know I even do it myself with my Rolling Stone renewals. They send about 5-7 renewals notices if you wait.

Renewal Notice # 1 -- I send this in with their last newsletter along with a reply envelope. Response: 8-12%

Renewal Notice # 2 -- I send this via first class mail, along with a newspaper clipping written about my newsletter that has a photo of me in it, plus a return envelope. This one usually does the best. Response: 15-20%

Renewal Notice # 3 -- Also sent first class mail with the same renewal notice that has the headline: "Final Notice to Renew" also with return envelope. Response 5-8%.

You'll always get your money back paid for first class stamps even if you just break even. Don't forget some of these folks will renew once again, thus your profit continues in later years. Think of it as compounded interest!