A few months ago, Lessiter Publications decided to test offering a free email newsletter to prospective subscribers for their $37.95 No-Till Farmer print newsletter. Marketing Manager Erin Lade says, "We wondered if it would be worth it. Do farmers even go online? Turns out they are much more web savvy than you would think. They all love it -- they just can't get enough of the email newsletter! It shows you shouldn't underestimate any business marketplace online."
Lade's next challenge is to convert these free readers into paying customers for Lessiter's related print products. She says, "They have to perceive the email newsletter as valuable, or you're never going to get them to actually spend money on something else from you." Lade gives the email readers what she calls "small tips" to entice them to upgrade to the print newsletter for "huge tips." MarketingSherpa will bring you an update on free-to-paid conversions in a few months.
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