Cramming for Your November Audit
Tips for getting those last few orders on file.
If you are working on a publication with a November audit cycle and you still have to get more orders, here are some things you might like to try.
If you need new orders, try calling your existing one-year subscribers to ask them if there is someone else in their organization who would benefit from a subscription. Then, email the prospect and inform them their colleague suggested they might like a subscription and see if you can get them to order from that email. If not, try calling them.
If you are still trying to re-qualify your file, now is the time to send a short-form email. Short forms work well, but remember even though the age of the subscription will be one year, the demographics will not be updated, and this is something you need to make a note of for next year. You can also do a short-form phone call as well, and since you are not asking all the demographic questions, most telemarketing companies will give you a good rate, providing the telemarketing company can make room for the program in its schedule.
If you have fax numbers on your file, and permission to fax, send one out for re-qualifications. Faxes are so old they are new again. While results are not earth shattering, they may be the butt-saver you need. Use a purl in the fax so people can reply online as well as a fax number for responses.
The somewhat anti-social social media may be of use to you. If you have a Facebook page, trying offering a new subscription on your page and if you have a Twitter presence, why not tweet out a new subscription offer—every order counts. If you have a LinkedIn page, create an offer there too, it can do no harm and while social media may not be the best responder, it is certainly worth a try.