Subscription Sales Strategy: Reach New Movers fast!

Subscription acquisition and retention, as any circulation marketer knows, requires tenacity and creativity. Circulation marketers doggedly pursue new subscribers and make last ditch efforts to retain subscribers, typically cutting margin until the final "magic number" makes the sale.
Mailing to new movers is a popular target among circulation marketers. New residents typically want to get local news, and according to industry statistics, new movers in general are ten times more likely to change habits and establish new ones after a move.

Ordering new magazines delivered to the door is one way that new movers get "nested".


But, one of the problems with a tried-and-true strategy - it's often taken for granted that it's working. It's a good idea to take a fresh look at your new mover program to make sure you're capitalizing on the opportunity!
Objective: Sell subscriptions to non-subscribers and retain subscribers who move to new residences.
Method: Mail three efforts to new movers who are unsubscribers. Identify subscribers who have moved but have not updated their address information and contact them through telemarketing efforts.
The List: The “New Mover” list = a list rented for unlimited use for one-year that is comprised of:
- Householders who have moved to a new residence within the past 30 days
- The Residence is located within the Publication's primary circulation area
NOTE: Use the list for two purposes: mailing to non-subscribers and to identify Householders who subscribe to the Publication but have not updated their address information
List processing: Identify subscribers and non-subscribers; flag subscribers with addresses that do not match the new mover list (merge-purge new mover file with the circulation master subscriber file):
1. Subscribes to the Publication / hasn’t updated address / to Telemarketing
2. Subscribes to a sister Publication / hasn’t updated address / to Telemarketing
3. Nonsubscribers / to mail file Process the mail file and flag each record to receive the appropriate subscription offer:
- Subscribe to the Publication / only <00> cents per day
- Subscribe to the Sister Publication only <00> cents per day
- Subscribe to both only <00> cents per day
The Message: Relate receiving home delivery of the Publication to getting settled in your “new home”.
Personalization: Household name on the address block, name of the city in the text (in relation to local features) and variable graphic of the masthead of the local newspaper / publication (black and white, laserprint).
Direct Mail Format: Double post card with BRC attached.
The Offer: Offer a 13-week trial subscription (00 weeks free or overall discount)
Calls to Action:
1. 800#
2. Pre paid BRC (business reply card)
3. Subscribe ONLINE and SAVE EVEN MORE (additional discount)
Frequencies: Three efforts:
1. ASAP following move: offer good for 30 days
2. 30 days / re-contact / same offer
3. 60 days / re-contact / same offer
Schedule: Monthly drop, all three versions in a single mailing.
Back end reporting: Calculate the cost to acquire or retain a subscriber who has recently moved into a new residence. Compare activity in the test zone to the number of new or reactivated subscribers in a similar market area. Compare results of test cells. Track the telemarketing effort and measure retention of subscribers who move to new residences.