Five tips to squeeze the most out of your newsletter renewal rates.

By Craig Simpson

  1. Auto-billing - The most effective way to generate renewals over and over again is to use an Auto-Billing / renewal system. This means that when you initially sell your newsletter subscriptions, you let subscribers know that they will automatically be renewed. For Example: "The quarterly subscription cost of $$ will be conveniently billed to your credit card each quarter. You may cancel at any time for a pro-rated refund." This type of auto-billing / renewal offer has been shown to generate 80% to 93% renewal rates.
  2. Personality - Bringing your personality into your newsletter can help keep renewal rates high. If you're writing a financial newsletter, give more than just financial information. Tell the subscribers what you did over the weekend. Pass along your favorite joke. Make comments on a current news story. You don't want to over use this method, but add just enough personal commentary so that subscribers feel they know you. For financial newsletter writers, this is a huge help when the markets are down. Since subscribers feel they know you, they're more likely to continue to renew during the rough seasons in the market.
  3. Bonus / Special Report - It can never hurt to offer a bonus or special report with your renewal offer. Give the subscriber a copy of your most recent book if they'll renew their subscription. Or write a special report that will ONLY be given to those who renew (make it exclusive).
  4. Use More Than One Medium - When sending out your renewal letters, use more than one avenue to reach them. Send an e-mail, a post card, and if you really want to bump your renewal rates, give the subscriber a call.
  5. Discounted Renewal Rate - Offering a discounted renewal price can also increase your renewal rates. You can either offer a discounted rate for the subscriber's current term OR even better offer a discount on a longer term. For example, if your subscriber is currently renewing every 12 months, offer a discounted rate on a 24-month subscription.

About the author:

Craig Simpson is a freelance Direct Mail Consultant. He's mailed over 100,000,000 sales pieces and coordinated hundreds of mail campaigns. You can reach him at: 541-761-8644 or craig@simpson-direct.com. © 2009.