Subscription Renewal Letter from Better Homes & Gardens Magazine

swiped by Swipe-Worthy in May 2016 from bhg.com

This renewal subscription notice comes from Better Homes & Gardens Magazine, which according to their site, is the nation’s second largest magazine in...View More

Subscription Renewal Letter from Better Homes & Gardens Magazine

Key Takeaways

  • This is a classic example of an effective magazine subscription renewal notice. They focus on big savings (in comparison to what you would pay in the store), sweeten their offer with a special "free gift" (which is often a book) and stress taking urgent action so you don't miss out. They are also very liberal in their guarantee & basically promise a refund under any circumstance.
  • Note how the letter is short & straight forward -- there's little reason for them to further sell you on the magazine because you're already a subscriber and have likely discovered whether you like it or not. All that's really needed is the motivation & justification to continue. It's a reminder to understand where your prospects are at in their decision-making & not oversell them.
  • Free gifts are huge boosters for getting magazine subscribers. The subscription is already a tremendous deal so the free gift is extra icing on the cake and often what convinces people to buy. It's easy to justify the price.

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11 Annotations
Annotations
May 19, 2016

A common finish touch on many direct mail pieces.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

Efficiently pointing out 4 key concerns & objections: 1. Is there a time limit on when I can cancel? 2. Do I have to have a particular reason to cancel? 3. Will I receive all of my money back & 4. Does it matter how many issues I've received?

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

In addition to the low price, they're also selling convenience.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

A reminder of the high cover price in relation to the low subscription price.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

More "urgency" language.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

A low-key upsell that's made to look like an even better deal. Note how they're going to get the cookbook regardless, but it's only mentioned under the 2-year deal.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

Magazines are able to offer incredible subscription deals because they make the bulk of their money by advertising & selling to their subscriber base. Advertisers will pay more for a bigger subscriber base.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

"Hassle-free" --> key phrase -- we all have been through experiences where it's been really hard to get a discount or our money back.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

Meredith, the company behind Better Homes and Gardens, are masters at creating irresistible offers at bargain prices. It's not hard to see how $5.99 is a steal price for what you're getting.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

A free gift is essential to selling magazine subscriptions. It's rare to see a big publication pitch their subscription alone.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

A common envelope tactic for selling magazine subscriptions. It can also be used for just about any opportunity to create a sense of urgency.

Swipe-Worthy
Swipe-Worthy The Founder

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