July Direct Mail Promotion Sets New Response Record
Another milestone in the work of God's Church! On July 1, two million letters from Mr. Armstrong offering a one-year subscription to The PLAIN TRUTH magazine were mailed to American homes. In the first 22 days, we have received over 132,000 requests for subscriptions. This surpasses the all time record of 110,000 new subscribers set by the April U.S. READER'S DIGEST ad.
Responses are still coming in and are exceeding our expectations. We had predicted an 8.55% response to this mailing. At this point, it appears the response could reach up to 10% or more.
Outside consultants have told us that a 6% response to this type of mailing would be excellent. Our responses normally range between 7-10%. This is a superb response, indicating how richly God is blessing this program.
Even more encouraging is the fact that 47% of PT subscribers added by direct mail renew their subscription at the end of one year. This is the highest renewal rate for any media. It indicates that these people knew what they were subscribing to, liked it, and found it very helpful. Renewal rates are a barometer of the honesty of the original offer and the realization of the benefits that the reader receives from the editorial content of the magazine.
PUBLISHING SERVICES UPDATE
Worldwide Church of God