Digital Subscriptions
Many publishers are testing multiple approaches to selling digital subscriptions with mixed success. The most effective strategy starts with targeted, variable campaign using search and social to lead interested readers to a strong, strategically placed call to action. Partnerships and promotions through iTunes or Kindle can help publishers reach a wider audience by introducing their brands to new readers. Paid incentives (eg iTunes Gift Cards or sweepstakes) can help acquire new readers, but rarely deliver engaged customers.
Here are some sample tactics.
1) Make it easy for readers to subscribe by placing offers in high-volume areas throughout the site. Then A/B test everything, including placement, call to action, color scheme and visuals to maximize conversions. Here are two titles who are doing this well.
Economist subscription offer
Shape Magazine
2) Develop a targeted, segmented strategy to promote digital subscriptions through social media. Test click throughs by changing the targeting, based on demographics, lifestyle and interests. Realistically, the conversion rates for Facebook and Twitter will likely be low in the beginning as the targeting and segmentation strategy evolves. It’s likely that these ads increase brand awareness, which is difficult to measure and attribute to increases in conversion rates.
3) Encourage subscribers to add reviews, good or bad, they will help readers make an informed decision. Make sure that the digital edition is flawless, otherwise no one will ever download your digital magazine again, ever.
4) Purchase or sponsor media that matches the title’s brand and content and include direct link to the digital subscriptions page.
5) Use newsletters and emails to engage readers between issues, always include links or offers leading to the subscription page.
6) Make some friends at Apple, ask for promotions.
7) Figure out the best aggregators, there are several, Feedly, Digg, Flipboard, Pulse, the list goes on. Put full stories on these sites to give readers an idea about your publication with a link to the site that includes a subscription offer.
