Subscription Source Evaluation
$1 per order or $100 per order? Discover Your Most Productive Sources.
Part of promoting circulation is evaluating each subscription source to determine its long-term P/L. Suppose, for example, you test a new list and it yields a 1% response. Should you make a follow-up mailing? Can you afford to lose money on new subscribers but make a profit on their renewals? We look at each source or promotion and evaluate its acquisition cost, its conversion (first renewal) and subsequent renewal rates and their costs over three or more years. We ”fully load” our model with value of each subscriber for circulation revenue, ad rate base, ancillary and gift sales, etc. to provide a real measure of each promotion’s long-term value.
Questions? Contact us.