Magazine subscriptions have in the past used snail mail as the primary vehicle for renewals. Adding online and more specifically email renewal campaigns significantly decreases cost and boosts renewal rates. Here’s is an example scenario using a music magazine:

Once a reader subscribes, the reader is automatically added to a triggered automated email campaign. In 12 months, when the reader’s subscription is due to expire, a date-based email is triggered. Here’s an example of what your renewal campaigns might look like:

Reminder 1: 60 Days prior to subscription

• Magazine Value Reminder: value cannot be established without it being counted so make it clear, latest improvements to the magazine, new or varied content that can be accessed, the app, free trial, exclusive content, flick page online example, insider track etc. Subtle renewal notice with bundled value.

Reminder 2: 45 Days prior to subscription

• Customer Survey: pitch the email “How To Get Free Concert Tickets” and pitch the simple survey, get feedback on what is important to the reader and why they love what you do etc. Include one off, time sensitive offer that requires immediate action.
• Follow up email: reminding them to complete the survey to win their prize, further detail on the tickets, needs faces jumping up and down in the crowd.
• Option: Pick 10 winners and promote on site (the more the better) as a subscription incentive while you are using the same tactic to retain.

Reminder 3: 30 Days prior to subscription

• Personal email: The editor, celebrity or face asks “Hi Steve, it’s great to have you with us. We were looking at some of the things you are interested in and picked these articles out for you”. Subtle banner for subscription renewal.
• Trigger email to the subs team: reiterate the offer and have a bonus tucked away to bring out on the phone in a “we’re not supposed to give these away but”.