Question

Topic: Customer Behavior

Advisory Letter Issue Frequency

Posted by Anonymous on 11/28/2005 at 11:10 AM ET 50 Points
I have an advisory letter that currently has 16 issues and is four pages long and two color. Frequency=1 every three weeks. It was originally done this way because the owner thought it would be a good way of getting timely info on the desks of decision makers more frequently. That was in the 60's and is still that way today. A colleague of mine is proposing 12 issues with 8 pages instead of four and in full color. The new version and frequency will save us approx. 30K/yr, will have more content, and as a kicker look nicer. What is your opinion on 16 vs. 12 issues and there is an angle of attack when proposing the 8 page 12 issue format?
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RESPONSES

  • Posted by michael on 11/28/2005 at 11:19 AM Member
    Scott,
    Always ask your readers. In this case, not about the color right now, but about the frequency. Also ask for open feedback about whether they prefer a pdf file e-mailed to them as an option. Make sure your e-mail program can track whether they're dumping them or not.

    Michael
  • Posted by Deremiah *CPE on 11/28/2005 at 11:46 AM Member
    Hi Scott,

    I would have to agree with Michael on the frequency of mailings and especially if you are sending the mailings via email. In email format you should always alert the recipient of the number of issues. This creates trust and sets the expectation of what will come next.

    Is the advisory letter an advertisement campaign or is it a paid subscription? Based on your response I'll make further suggestions. Thanks Scott.

    I look forward to your reply. Is there anything else I can do for you?

    Your Servant, Deremiah, *CPE (Customer Passion Evangelist)

    Creating Powerful Exploits
  • Posted by Deremiah *CPE on 11/28/2005 at 11:57 AM Member
    Scott,

    also let me say that I understand that this is a hard copy mailing versus an email campaign.

    Your Servant, Deremiah, *CPE
  • Posted by tim.beadle on 11/28/2005 at 12:59 PM Accepted
    I have found with my clients that higher frequency and lower page count is preferable - PROVIDED that the information is sufficiently timely to justify the frequency. If what is being sent is reference material then I'd go to monthly because of the significant cost saving. I would also point out that going full colour may "look nicer" but can detract from the content. Given that this is a paid-for publication what matters is that the recipients percieve the inherent value of the content. Colour can detract from this.

    Tim Beadle
    www.marketingimprovement.com
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