Magazine article Folio: the Magazine for Magazine Management

Automatic Renewals: 10 Tips from the Front Lines

Magazine article Folio: the Magazine for Magazine Management

Automatic Renewals: 10 Tips from the Front Lines

Article excerpt

A lot of publishers are interested in automatic renewals. Some are testing the idea. And a few (American Express, Reader's Digest, Rodale) are having success. "There's no more important initiative for circulators than making automatic renewals work," says consultant Kip Winchester, who has experience with automatic renewals. Here's why You're dealing with an almost paperless process, eliminating maybe eight renewal notices and eight billings. What's more, response shoots up: When you send renewal notices, you get a 40 percent conversion rate, on average, but when you send a bill you get 65 percent plus, says Winchester. And, when you have automatic billing, you can raise prices aggressively. If you are thinking about trying it, here's some collective wisdom from your colleagues on the front lines: 1) Wait until after the first renewal to start. 2) Promote automatic renewals as a service ("We will send you a bill so you won't miss an issue") or paper savings. …

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