Tips for Testing Magazine Lists

Catalogers often see below breakeven response when mailing magazine subscription lists, even when those magazines are tightly focused toward a cataloger’s customers. But you can increase response of a magazine subscriber list by selecting the direct-mail sold or direct-to-publisher subscribers.

Why does this select pull stronger response? Because the select eliminates the “dark side” of the magazine subscription business. Agent-sold subscriptions are typically deeply discounted, poorly qualified subscriptions that respond poorly to renewal efforts. A direct mail sold subscription is a much higher quality leads, one that might respond at five to 10 times the response rate of an agent-sold subscription. And the direct-mail sold readers will respond better to a catalog offer; these subscribers are more qualified to receive the magazine subscription and are more receptive to direct mail offers.

So don’t ignore the potential for profitably using magazine subscription lists. Just add a DMS/DTP select and you’ll get more of the subscribers most likely to respond to your catalog offer.

Jim Coogan is president of Santa Fe, NM-based consultancy Catalog Marketing Economics.

Partner Content

Hincapie Sportswear Finds Omnichannel Success in the Cloud - Netsuite
For more and more companies, a cloud-based unified data solution is the way to make this happen. Custom cycling apparel maker Hincapie Sportswear has leveraged this capability to gain greater visibility into revenue streams, turning opportunities into sales more quickly while gaining overall operating efficiency. Download this ecommerce special report from Multichannel Merchant to more.
The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.