CM Takeaway

I attended a session Effort Analysis and ROI: Why this Worked but that Didn’t. Presenters included Patrick Hainault, Mansueto Ventures, Michele Murphy, American Express Publishing, Ken Sheldon, New York Magazine. I’ll skip all the programs that didn’t work or would not be easily reproducible and give you the stuff that did work.

Here are 3 ideas to try:

Insert Card Self Mailer – (AKA Envelope BRC Cashalope) from American Express. Costs 2X the traditional blow in – lifts response 50%. Advantage – subscriber can include a check or credit card information. You can offer extra issues if they pay by credit card – see a 30% lift. You’ll also see improved pay rates and get more cash with order.

VERY short term intro offer – See a 50 – 70% lift on tests, a 20% lift on net subs, and an 80% lift in net revenue

Use an online sweeps to drive newsletter signups – New York Magazine got thousands of newsletter signups and sold hundreds of subscriptions as part of launching and promoting an event series (6/year)with sponsorships plus lots of branding and PR side benefits