The response to number ten packages and other direct mail packages is declining, which explains why so many newsletter publishers are relying on forced free trials again. It comes and goes, like so many other methods, but it’s one of the few proven methods.
The NEPA, Newsletter and Electronic Publishers Association, surveyed its members, all newsletter publishers, and asked which channel most often generated orders.
Direct mail was named the top method by 50.9% of those responding. Forced free trials came in second at 20%.
Telemarketing came in a close third at 18.2 percent.
A Forced Free Trial Is Mailed to Selected Prospects
Frederick Goss explains the term in his book Success in Newsletter Publishing: A Practical Guide. A forced free trial is mailed to selected prospects; they receive a subscription trial they never requested. It’s called forced because the issues arrive whether the prospects want them or not.
The logic is this: Your goal is to persuade the right readers to read the newsletter and then subscribe. The object here is to get an element of the newsletter in front of the prospect.
Although the recipients never asked for the free trial they receive, people usually accept it. There’s no commitment; the trial issues cost nothing, and require no request or action. Because there’s nothing to refuse, there’s less chance of resistance.
Asking the reader to mail back a card for free trial issues of a newsletter meets strong resistance; a very small number respond, even when no money and no commitment is requested.
There are at least three other ways to sell subscriptions by sampling:
- Wrap the printed sample in plastic, and send it in the mail to a qualified prospect list.
- Insert the sample in a mail package that describes the newsletter and offers subscriptions to a prospective reader.
- Offer a sample issue to direct mail responders.
But all three methods have one drawback: the reader only sees one sample issue and he or she might not find that particular issue relevant or interesting.
In contrast, the reader who receives several forced free trial issues from the publisher has a higher probability of seeing some editorial content of value and benefit.
Trial Mailing Program
Goss describes one publisher that sends six mailings in all with an issue every two weeks in mailings one through five (five issues); the reply form and BRE go in mailings one, four, five and six.
Newsletter consultant and industry veteran Jean Jennings recommends the following trial mailing program.
- First mailing: issue number one, plus a welcome letter.
- Week 2: send another sample issue.
- Week 4: send a third issue, with the first invoice.
- Week 6: issue number four.
- Week 8: issue number five, with the second invoice.
- Week 10: a third invoice, no issue.
Five issues fit a twice-monthly; three issues work for a monthly.
Approaches vary. Typical direct mail trial offer components: a sample copy of the newsletter, a one-page letter that persuades the reader to try the newsletter, a subscription form and a business reply envelope.
Remember: if you send an invoice (or “bill” or “order form”) to someone who ordered nothing, your invoice or order form must state that there is no bill and they needn’t pay. Saying otherwise is deceptive.
The first mailing usually includes an issue and a letter telling the reader they were selected for a free trial as a leader in their field (the letter is always flattering to the target).
The first letter you send to forced free trial readers should also tell the reader how to cancel if he or she decides not to subscribe. If you don’t remove the ones who don’t want to receive your newsletter, you end up paying for five more mailings to each of them.
In her NEPA book, The Ultimate Guide to Newsletter Publishing, Patty Wysocki recommends printing “Free Trial Issue” on the outer envelope. Getting their attention at the start helps encourage response.
The Higher Costs
The downside is the expense. Six mailings for a forced free trial can far exceed the cost of a single direct mail package, even to the same list. The higher costs explain why this tactic is used primarily for expensive business and professional publications. It’s rare to find a forced free trial for a low-priced consumer newsletter. Prices for most forced free trial newsletters begin around $200/year.
Direct mail, once the cornerstone of newsletter publishing, is still the best selling tool, but less dependable than in the past. Shrinking response forces publishers to look for other channels.
Some publishers do well with telemarketing. But with the national Do Not Call list in effect, phone sales may become tougher for most publishers.
If you publish a B2B newsletter with a high price and quality reader lists you can probably qualify for testing this approach. Skip forced free trials if you sell a low-priced, general interest consumer newsletter; they’re best used for high-end business newsletters.
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