Boston Review Email is Simple & Effective
Social shopping sites have not been quick to embrace/accept offers from magazine publishers. Most of the ones I have seen are for city or regional magazines. Results for these titles show a hefty percentage (in the 25% range) are from existing subscribers. They also tell me that a significant portion (in the 40% range) never redeem the deal, which is good for cash flow, but not for rate base.
My sources tell me that they tend to get about 10% to renew.
Even though we can debate the value of social shopping networks, one thing we can take away from them is how to put together a nice promotional email. This example offering Boston Review magazine has a lot going for it:
1. It’s simplicity itself. All the ingredients are there in one cleanly designed presentation that looks good on a desktop/laptop or mobile device.
2. Its call-to-action button (“View Deal”) is strong.
3. The prominent “$15” makes the deal look irresistable.
4. All the requisite pricing info is there to satisfy any auditing company.
5. What more do I need to respond? Nothing. I can make a split-second decision, get to the landing page.
My only quibble is that there doesn’t seem to be any benefits or product positioning copy. But I can get that from the “Learn More” link so it is not much of a quibble.
Lesson learned: Maybe magazine publishers should emulate social shopping sites in our own direct email promotions.