Cute & Clever Fails
More and more subject line tests conclude that cute and “creative” subject lines lose to straightforward, clear, benefits-laden subject lines. Thought we magazine folks learned that lesson from newsstand cover blurb testing, but maybe not.
X Issues Free Offers
If you’ve been using “Save xx%” or “Save $yy.yy” off the newsstand price, test an offer that shows how many “free” copies you get when you subscribe. If 12 issues on the newsstand cost $60…
Drive 2-Year Business
Place your 2-year offer above your 1-year offer on renewal notices and web pages (and pre-choose this option so the visitor has to unclick to choose 1-year instead). You’ll increase your 2-year business noticeably.
Triggered E-mails
Start using events in your customers relationship with you to trigger automatic email marketing. After the confirmation email, hit them while they’re “hot”.
Inexpensive Direct Mail Testing: Pre-test offers in email
Hedge your bets by pre-testing your direct mail offers in an email environment. For example, if you want to test a new premium, try testing a few premiums in an email acquisition campaign first and…
Change in USPS Self-mailer Requirements
If you’re using or planning to use self-mailers, check out the requirements from the USPS. Then make sure your printer/mailer can meet them. USPS folded self-mailer requirements are changing in January 2013.
Web Toolbox: 60 Ideas in 60 Minutes MMPA Webinar Archive Now Available
I gave my first-ever webinar in October for the MMPA (Minnesota Magazine and Publishers Association). It was designed to give participants digital marketing ideas–more than 60 were presented in the hour, including how to: Improve…
Audit your marketing materials at least once a year!
Put copies of ALL your customer communications in one place at least once a year. Review your positioning messages, and the impressions you’re leaving with your customers. Invite outsiders to comment, too. Are you consistent?…