Using Inactivity, and Activity as a Campaign Idea
From my inbox last week, I got a Salon membership renewal email:
The story here is that I was dead weight on their database, as a user. I had subscribed ages ago and not renewed. So they call that out, and they use the recent uptick in hits, due to the 2008 Election, as a reason to re-subscribe. It was interesting, and a great re-activation style campaign. Using web traffic as a reason to re-invigorate old customers.
Written on Thursday, 13. November 2008 at 14:50 In the category campaigns. Follow the comments via RSS here: RSS-Feed. Read the Comments. Trackbacks- Trackback on this post. 
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This is an interesting email from a price standpoint as well. I’m reading “Predictably Irrational: The Hidden Forces That Shape Our Decisions”, and one of the points covered in the book is the idea of placing two similar prices next to each other to upsell the higher-cost product. It seems that the Salon Media Group deployed this tactic here to get you to pay $5 extra dollars to get the product ad-free. Did it work?
-Kelly Lorenz
Comment: Kelly Lorenz – 14. November 2008 @ 6:59 am
Kelly- interesting, I should pick up that book, thanks for the tip! Yes, it might be a loss-leader kind of situation.
Comment: banane – 14. November 2008 @ 2:31 pm
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