Publishing Industry

Subscription Renewals

A national publisher faced familiar challenges with subscription renewals: meeting renewal targets on time, the high cost of printing and postage, and managing the laborious process involved. To address these issues, Boomerang proposed a fully personalized fax broadcast solution for managing subscription renewals.

The circulation manager provided the content for the renewal form and the subscription list, which were stored in Boomerang's database for convenient access. We designed a custom fax document for the renewal campaign, which included a built-in subscription renewal form. To further personalize the message, we automatically pre-filled the renewal form with individual subscriber information as we faxed it.

When subscribers received the fax, they simply added any missing information to the form and faxed it back to a special, toll-free number Boomerang had set up for the publisher. The Boomerang fax system automatically:

• Accepted the returned renewal forms;
  
• Faxed a personalized thank you letter to each subscriber on behalf of the publisher; and
  
• Updated the publisher's subscription list.

The circulation manager was able to monitor the success of the campaign at her desktop, where she received renewal reports every morning.

Benefits

Boomerang provided a better subscription renewal solution that worked for everyone:

• The publisher benefited from a complete, automated service that eliminated the need for costly and unproductive external mailings;
  
• Subscribers enjoyed the convenience of a simple renewal process; and
  
• The circulation manager got the renewal information she needed in a timely and convenient way.