Publishers' FAQ > Sales and Distribution > Does direct mail work for literary magazines?

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The attraction of direct mail is that, compared to more modest marketing campaigns, it has the potential to bring in a significant number of new subscribers in "one shot." Generally speaking, a well-executed direct mail package sent to well-targeted lists should bring in at least 1% or more of the total number mailed. (In short, if you mail to 100,000 names, you should see a net response of 1000 or more subscribers.) This formula generally holds true for non-profit literary magazines and big commercial magazines alike. However, new business direct mail is expensive, complicated, and very time consuming. Further, you shouldn't expect to make a return on your "investment" until two to three years down the road, once respondents begin to renew and renew again. (It's important to keep in mind that conversion rates--or first-time renewal rates--for direct mail generally range from 30-40%.)

Direct mail is a viable marketing option only if:

(1) you have the human and financial resources to produce and mail a professional package;

(2) you have the capacity to thoroughly analyze the results, deal with the influx of orders, and also have a comprehensive renewal series in place;

(3) you have tried, tested, and had some success with all of the other, more cost-effective new business marketing efforts such as bind-in cards, gift subscriptions, small-scale mailings to your in-house lists, exchange ads, etc.

For more information on the pros and cons of direct mail, plus tips on direct mail planning, read "Circulation Development for Literary Magazines."