[ContentBiz] Selling Subscription Renewals via Emailed Transactional Forms

"Lorna Lowery, Retention Director at Weiss Group Inc, a publisher of investment advisory newsletters, loves to test new tactics to boost subscription renewal rates. Naturally she's tested email, but it's only had limited success. "Mail is still a more responsive media for us. Email blasts may return half of what my DM efforts do."

Partly that's because she's promoting mostly to men over 55 who may go online, but they don't spend practically all day long online at work the way younger people do. Also, the Weiss Group's new subscriptions are primarily sold through postal DM, so it would make sense that channel would be the best to renew them through."