{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

choiceChoice: online, more is better. Or so discovered the head of digital marketing for a major consumer publishing megabrand (who sadly cannot be identified). This flies in the face of one of the cardinal Rules of Direct Mail: one offer, one call-to-action.

Our publisher has been working on online offers, both on the site, in search and in email, to boost the print subscriber base of a wide variety of magazines. Time after time, the more choices offered to consumers for subscribing, the higher the conversion rate.

It's a model familiar to those who support PBS and NPR with donations in which supporters are offered a premium with a donation; a mug, a tote bag, an umbrella or a CD, for example. In direct mail, marketers offer only one such option. The more choice available, the more likely recipients are to ignore the offer.

Not so online, regardless of channel, finds our publisher. The greater the choice of premiums offered with print subscriptions, the higher the conversion rate. He's not sharing numbers, but will disclose the company is excited enough with this learning to broaden their palette of premiums with subscriptions, and to expand offers into even more digital channels.

Any other publishers, or charitable organizations out there, testing in this area? If so, please share your learnings in the comment section of this post.

Rebecca Lieb

Published 31 July, 2009 by Rebecca Lieb

Rebecca Lieb oversees Econsultancy's North American operations.

Follow me on Twitter, or connect with me on Facebook.

160 more posts from this author

Comments (0)

Comment
No-profile-pic
Save or Cancel
Daily_pulse_signup_wide

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.