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Customer Acquisition: Improving Subscription Rates

by Helen Ching  |  
August 30, 2005

Customer acquisition directly contributes to your bottom line. Use the following five strategies to help you improve subscriptions to your content用rint or online.

Strategy #1: Start with a good list that you are comfortable with, then expand it

Amidst all the worries on complying with CAN-SPAM regulations, you should start with a good list you are comfortable with. Do you have a list of subscribers who subscribe to your other magazines? For subscribers whose email addresses you do not have, try using email append services to enhance your email list, as well as comprehensive data append services to expand on the demographic and geographic subscriber profile data. This is important underlying information that is essential to intelligently personalize your message.

Conduct an email campaign to verify the email address, as well as request permission for future email communication. This is the first step toward communicating with your customers online for enhancing ongoing brand awareness and increasing future renewals.

Use sweepstakes and refer-a-friend offerings to further build up a good quality list.

Strategy #2: Do your homework

Do you know what your existing subscribers like about a magazine or newsletter they currently receive? Does it make their lives easier? Does it give them hints and tips on projects that they wouldn't find in another, similar magazine?

Find out what appeals to your subscribers. Use surveys and polls to learn the psychology of your existing subscribers and apply the same to your prospective subscribers.

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Helen Ching is the VP of marketing at Digital Connexxions Corp. She can be reached at

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