Publishers continue to innovate with copy and creative changes
Discount vouchers serve as a cost-effective and efficient way to communicate benefits of a subscription offer for a variety of publishers. These efforts often resemble familiar forms (e.g. stockholder proxies, bills, invoices), so they get noticed in the mailbox. In addition, they include “professional” language, and offer a complete statement of benefits.
Exterior notes and teasers can be powerful
In addition to a note about the time sensitive materials enclosed, the envelope from high-end audio magazine Stereophile reads, “Look inside to find out how you can add free issues to your subscription!” The “Professional Discount Order Form” spells out the benefits of subscription and details the exterior promise by specifying “If you send your payment now (or sign up online) we’ll add 1 free issue to your subscription for each year you’ve ordered!” The hard offer is $7/$12 for 12/24 issues, but the “Best Deal!” rewards those who pay now with 13 or 26 issues. An annual $3 postage and handling charge also applies. A new premium t-shirt is presented on one side of an insert; the opposite (“See what you should be hearing”) outlines the magazine’s range of editorial.
