The publishers have elevated me to the A list and often make incredible “welcome back” offers when I leave (like $5 for a year’s subscription).
Today I got a mailer that offered to welcome me back at a higher price, but that offered a “free gift.”
The problem is: I don’t want the free gift, so I tossed the offer. I’ve got all the cheap plastic watches and easy to ship logo caps I need. And that’s what I was being offered.
Lots of subscribers might be giddy over either, just not me.
And that’s the problem with mass marketing: if the customer doesn’t value it, it ain’t value.
One of my mantras: quality and service are what the customer says they are. And that applies to valued free gifts as well.
The ability to tailor your offer is key, and that means offering premiums that appeal to the customer.
As for me, keep the hat and give me a $5 subscription if your want me back.