How the Wall Street Journal maximizes renewal rate
I love smart ways to optimize business returns.
In this post, we will have a look at a great example of optimization at work: how the Wall Street Journal (WSJ) got me to pay up 107$ for the renewal of the online subscription without me even noticing...
Few weeks ago I got an innocent looking email in my inbox (I paste it at the end of the post so you can see it in its entirety), with Subject: "Online Journal Renewal Reminder"
Of course I looked it over, opened it and said to myself "Sure, one day I'll go ahead and renew it: there is time". That was July 26th, almost ONE month ago.
Today I read thru it and saw one very interesting (and profitable) paragraph:
"As a reminder, on your renewal date, we will automatically renew your subscription for another year at the current regular subscription rate, which is now $99"
WOW! I totally forgot I gave the ok for auto-renewal one year ago ... And sure enough, on my credit card account, they debited 107$ (including taxes) on August 8th.
And most probably, I would have not even noticed on my credit card billing: there are so many items, I normally just give a glance and pay... What a fantastic example of a well architected strategy for renewal: I tip off my hat to the folks at WSJ.
Mau in Austin
Attached: the complete e-mail I received
Dear Subscriber: Your subscription to The Wall Street Journal Online is coming up for renewal in about two weeks.
I'd like to take this opportunity to remind you of just a few of the powerful benefits of your Online Journal subscription, as well as highlight some valuable recent additions to the site.
As always, the Online Journal provides you with Journal-quality news and analysis, updated 24/7, including: - Insightful, in-depth coverage of the biggest stories of the day, as they unfold - Exclusive online stories and columns - Powerful research tools- Personalized news tracking
Recently, we've expanded the length of our article archive from 30 days to 90 days. Only subscribers have free access to this valuable archive.
As a subscriber, you also have access to the Morning Brief, the latest addition to a suite of three news summary emails that also includes the Afternoon Report and the Evening Wrap. These emails, sent to your inbox every business day at 6:30am, 12:30pm, and 5:30pm ET respectively, deliver the Journal's take on the biggest stories of the day. Don't miss out on this very popular feature. Sign up now at:
Whether you're refinancing your mortgage, starting a job search, or choosing a health insurance plan, you'll find an array of helpful news articles and columns plus many more features in our expanded Personal Journal section.
Sign up for a daily Personal Journal Update email and choose from over 30 other email alerts and updates covering a wide range of topics at: In addition, we continue to expand our Quotes & Research section (also known as Briefing Books), our comprehensive source for news, profiles and financial data on nearly 30,000 U.S. and international companies.
Whether you're looking for basic company facts or conducting more detailed analysis, the Online Journal offers a wealth of information you won't find on other sites.
As a reminder, on your renewal date, we will automatically renew your subscription for another year at the current regular subscription rate, which is now $99 (or $49 for print subscribers to The Wall Street Journal). If you originally registered for the print-subscriber discount, a valid Wall Street Journal account number must be on file for your account at the time of renewal. If not, you will be charged $99, the standard annual subscription rate. If you are not a current print subscriber, and would like to subscribe to the print edition of The Wall Street Journal, please go to: http://subscribe.wsj.com/save$50 You will receive a $50 discount off your subscription to the Online Journal.
Please take a moment to make sure your credit card and personal information are still valid to avoid possible interruption of your Online Journal service. You may update this information by going to: If you have questions about your subscription, you can call Customer Service at 1-800-369-2834 or 609-514-0870 from 7am-Midnight ET, Monday-Friday. Subscribers calling from outside theUnited States
http://online.wsj.com/cust_serv_contact_numbers
Thank you for your business.
Sincerely,
Todd H. Larsen
President
The Wall Street Journal Online
In this post, we will have a look at a great example of optimization at work: how the Wall Street Journal (WSJ) got me to pay up 107$ for the renewal of the online subscription without me even noticing...
Few weeks ago I got an innocent looking email in my inbox (I paste it at the end of the post so you can see it in its entirety), with Subject: "Online Journal Renewal Reminder"
Of course I looked it over, opened it and said to myself "Sure, one day I'll go ahead and renew it: there is time". That was July 26th, almost ONE month ago.
Today I read thru it and saw one very interesting (and profitable) paragraph:
"As a reminder, on your renewal date, we will automatically renew your subscription for another year at the current regular subscription rate, which is now $99"
WOW! I totally forgot I gave the ok for auto-renewal one year ago ... And sure enough, on my credit card account, they debited 107$ (including taxes) on August 8th.
And most probably, I would have not even noticed on my credit card billing: there are so many items, I normally just give a glance and pay... What a fantastic example of a well architected strategy for renewal: I tip off my hat to the folks at WSJ.
Mau in Austin
Attached: the complete e-mail I received
Dear Subscriber: Your subscription to The Wall Street Journal Online is coming up for renewal in about two weeks.
I'd like to take this opportunity to remind you of just a few of the powerful benefits of your Online Journal subscription, as well as highlight some valuable recent additions to the site.
As always, the Online Journal provides you with Journal-quality news and analysis, updated 24/7, including: - Insightful, in-depth coverage of the biggest stories of the day, as they unfold - Exclusive online stories and columns - Powerful research tools- Personalized news tracking
Recently, we've expanded the length of our article archive from 30 days to 90 days. Only subscribers have free access to this valuable archive.
As a subscriber, you also have access to the Morning Brief, the latest addition to a suite of three news summary emails that also includes the Afternoon Report and the Evening Wrap. These emails, sent to your inbox every business day at 6:30am, 12:30pm, and 5:30pm ET respectively, deliver the Journal's take on the biggest stories of the day. Don't miss out on this very popular feature. Sign up now at:
Whether you're refinancing your mortgage, starting a job search, or choosing a health insurance plan, you'll find an array of helpful news articles and columns plus many more features in our expanded Personal Journal section.
Sign up for a daily Personal Journal Update email and choose from over 30 other email alerts and updates covering a wide range of topics at: In addition, we continue to expand our Quotes & Research section (also known as Briefing Books), our comprehensive source for news, profiles and financial data on nearly 30,000 U.S. and international companies.
Whether you're looking for basic company facts or conducting more detailed analysis, the Online Journal offers a wealth of information you won't find on other sites.
As a reminder, on your renewal date, we will automatically renew your subscription for another year at the current regular subscription rate, which is now $99 (or $49 for print subscribers to The Wall Street Journal). If you originally registered for the print-subscriber discount, a valid Wall Street Journal account number must be on file for your account at the time of renewal. If not, you will be charged $99, the standard annual subscription rate. If you are not a current print subscriber, and would like to subscribe to the print edition of The Wall Street Journal, please go to: http://subscribe.wsj.com/save$50 You will receive a $50 discount off your subscription to the Online Journal.
Please take a moment to make sure your credit card and personal information are still valid to avoid possible interruption of your Online Journal service. You may update this information by going to: If you have questions about your subscription, you can call Customer Service at 1-800-369-2834 or 609-514-0870 from 7am-Midnight ET, Monday-Friday. Subscribers calling from outside the
http://online.wsj.com/cust_serv_contact_numbers
Thank you for your business.
Sincerely,
Todd H. Larsen
President
The Wall Street Journal Online
posted by Mau @ 7:41 PM
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