Choice: 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.