Subscription renewals marketing – the key to bottom-line profitability

Put twenty subscription publishers together in a room and they’ll all agree that renewals are the key to success in this business. At least, that’s the case if you’re trying to grow your business long-term.

After all, most subscriptions only really begin to kick in, revenue-wise, in their second or third year.

Just look at how many recent deals and disposals in the publishing sector have revolved around subscription-led revenues. Corporate financiers now recognise both the present and future value of a stable, subscription-centred revenue stream.

So why do many subscription publishers still neglect this vital dimension of their business model?

Simply put, it’s human nature.

Yes, we all know how important renewals are to our business. But, because they happen at the ‘back-end’ of the operation, and may even be outsourced to a third-party supplier, renewals can easily become a forgotten part of the daily grind.

Out of sight, out of mind...

It’s a rare publisher indeed who takes a pro-active approach to their subscription renewal efforts. All too often, once set up, renewals are left to run in the background until such time as falling response rates show up in the management accounts.

And by then, a lot of damage has been done.

So take a moment to ask yourself:

• is your renewal series the very best it can be?
• how do you know? When did you last check it?
• how familiar are you with current Best Practice in this crucial area?
• how many proven ways do you know to lift renewal rates?

If your subscription renewals series is more than 18 months old, it’s almost certainly overdue for a ‘service’.

So why not take advantage of our no-obligation copy evaluation service to find out?

Want to boost your title’s bottom-line profitability by improving your retention rate? Then contact us today.