Marketing health checkup for existing newsletters

1. Newsletter Marketing — Pricing

• Are you priced as high as reasonably possible, given other newsletters in your marketplace?
• Have you tested prices recently?
• Are your prices newsletter-type prices instead of magazine-type?
• Are you offering premiums? Are they newsletter-sales-proven premiums?
  

2. Newsletter Marketing — Terms

• Are you publishing frequently enough? (Magazines often don't)
• Are you accepting bill-me orders? (A danger when marketing consumer newsletters)
• When do you send the first bill? (Newsletters are different from magazines)
• Are you selling 2-year options?
  

3. Newsletter Marketing — Renewals

• How many notices do you send?
• Do you offer "love gifts"?
• Do you raise prices in your renewals?
• What kind of advance renewal program do you have?
  

4. Newsletter Marketing — Editorial/Production

Are you overpaying for the following (if you're a magazine company, you almost surely are—often by 100% or more!):

• Editorial
• Manufacturing/fulfillment
• Design
• Excess pages
• Excess color(s)
• Quality paper
  

5. Advertising/List rental/Ancillary products

Newsletters tend to get 18-25% of their revenues from these sources. Do you?

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