The What, When, Why and How of Renewal Modeling

Rhonda Drake of Drake Direct wrote an article for Subscription Marketing, a newsletter dedicated to circulation executives on how better leverage subscription renewals via modeling. This article appeared in the July/August 2005 issue

Renewal modeling is the one topic that is the most controversial among circulation marketers. Many publications do not employ them. Many circulation marketers evaluate their renewal marketing campaigns on an effort by effort basis by source along.