How to renew advertisers: the three-email routine
2 min read
Winning a new advertiser takes a dozen emails. Keeping one takes three, if you do them at the right time.
The routine
Day 0: the issue goes out
Send a short note to each advertiser with a link to the issue and the page their ad is on.
Day 3 to 7: the results report
Send the report: opens, views of their page, clicks. Add one line on what stood out and one suggestion. What to put in it.
Day 10: ask a question
Short, direct: "Are you hoping to run something in the next issue? The deadline is [date]."
Two weeks before the deadline
A reminder, with the specifics: space available, price, deadline.
After the deadline
If they haven't booked, ask once more, then diarise a call in a month or two. Some businesses decide on a quarterly rhythm.
Make it easy to say yes
- Offer the same placement as last time, with a one-line "reply yes to confirm".
- Hold the position for them until the deadline.
- Give them a two- or four-issue option with a discount. Rate card ideas.
Know each advertiser
Keep a note for each:
Company: ______
Contact: ______
What they bought: ______
What they wanted from it: ______
Results: ______
What they said: ______
Next step and date: ______At renewal time, this tells you what to offer.
Handle common responses
"We'll think about it." Ask what they need to decide, and by when. Offer to send anything useful.
"The budget is gone this year." Ask when the new budget opens and put a reminder in your calendar.
"It didn't bring much." Ask what they were hoping for. Suggest one change and offer to test it.
"We want to try something else." Thank them, leave the door open and ask if you can check in after.
Be useful between issues
Send a short note if you spot something relevant to their business: a member's question about their field, an event or a result. It keeps you present without asking for anything.
Treat renewals as a measure
Count how many advertisers rebook. If it's low, the issue is probably the results, the price or the follow-up. Fix the one you can see.
Frequently asked questions
When should I ask for the renewal?
When you send the results report, which is within a week of the issue going out. Don't wait for the next deadline.
What if an advertiser says the ad didn't work?
Ask what they hoped for, share the data and suggest one change. Sometimes a different position or format makes the difference.
Should I offer a discount to renew?
A modest incentive for a multi-issue booking is reasonable. Avoid discounts for nothing in return.
How do I keep track of everyone?
A simple spreadsheet with dates, contacts, what they bought and what was agreed next is enough.
