If you subscribe to magazines, how many times a month do you receive renewal letters? All the time, right? And each time they're pretty much the same: renew now and SAVE BIG! But they really all blend together and you only act at the very last moment (after repeated letters) or once the magazines physically stops arriving.
But LA Magazine took a different approach recently and issued a renewal letter that talks to subscribers like intelligent human beings on why it's good to renew early.
"...Your renewal now helps us plan. It means we can anticipate upcoming paper and printing needs more accurately. That saves us money. Plus, we don't have to send you costly renewal reminders later..."
Makes sense. Love it.
Now matter where they are consumers are pretty much always 2 seconds away from finding answers to their questions. And this ability to get to the heart of the matter instantaneously creates an increased desire for everyday straightforwardness. (Especially with those who you already have a relationship with.) Marketers who embrace such a mindset are refreshing. And the sweet spot is being straightforward in the ever-important day-to-day relationship activities... such as renewal notices.