“Live” from the Folio Show – Taking risks in direct mail and e-mail creative can lead to breakthrough results

In my interactive workshop at the Folio Show on October 24, I described hot acquisition strategies that are working in the marketplace right now.

While the voucher is still the industry workhorse, magazine publishers are successfully tweaking voucher packages when results start flagging. Here are five strategies that are currently working:

* Using a larger, 6 x 11 inch format
* Adding a lift note
* Teaser copy - Reply in 5 days on the envelope
* Teaser copy - DO NOT BEND on the envelope
* Including a freemium in the package

I referenced remarks by John Tighe, vice president for Time Inc. consumer marketing promotions and operations, who told the Direct Marketing Association of Washington’s Bridge Conference this July that Time Inc. had a 64% increase in sales when offers included a free item. “All you need is to drop something in the package such as a magnet or a greeting card and people will feel more loved,” Mr. Tighe said.

Samples that toppled prior controls were passed around, including the U.S. News Gold Award Winner in Circulation Management’s Best Direct Mail Campaign – consumer magazines. The #14 package beat out a long-standing Cable voucher control. Plus, a see-through package for Wooden Boat that performed 9% better than a double postcard control and a full package for Spin to Win that trounced a voucher were also shown.

Winning with e-zines and e-mail blasts, sweeps
I mentioned that Boardroom is using e-zines to turn buyers into multi-buyers and showed attendees samples of Bottom Line Secrets, an e-zine that is sent three times per week. Two issues have editorial content with offers interspersed, while the third issue is all offers.

To close out the online segment, I discussed e-mail blasts such as one from Jane, where readers are invited to subscribe and give a gift subscription for free. According to circulation consultant Nicole Bowman, member-get-a-member strategies like this work really well for niche titles looking to expand their market, because most niche folks know others in the same market. And an aggressive 2-for-1 helps when lists are hard to come by.

“Sweeps are back,” I told the Folio audience, adding that they work best when they are tied to the magazine’s editorial mission. I closed by urging marketers to take risks, try new creative strategies, and test, test, test.