I happily completed my subscription renewal to Fast Company yesterday. The trouble is, for over 3 months I haven't told them my new address, but they still knew the correct place to send the invoice. So now I'm puzzled - why are they still sending the actual magazine to my old address ? which is then being redirected to my new address ? I guess it doesn't matter, because masters of retention do two simple things well:
I wouldn't expect any less from them....Now if only they could incentivize me to actually mail the renewal form back.
- have a remarkable product (service etc..)
- use implied permission to hold on to their consumers.