Their experience may tell them differently, but I'd be dubious about mailing a subscriber who has ignored a half dozen previous notices the opportunity to set up another billing series
Credit offers live and die by payup performance, and it's the job of the billing series
to obtain that payment.
And you will have the bureaucratic effort of continuing or restarting their subscription and a new billing series
to get paid.
While upfront response improves, the back-end becomes more complicated with the addition of a billing series
How can you possibly make a dime starting a billing series
for a $5.00 advance renewal order?
Explains North Shore's Harpham, "You need to design a billing series
that motivates them to respond."
So you often do wind up starting a new billing series
A billing series
must also reflect the method in which the product was sold.
I'm not sure I'd be willing to begin another billing series
for a $19.95 order from an expire file, but again, I presume, the Time people know what they're doing.
But you will face an additional challenge: Whether to create a billing series
of your own or retain a credit/collection agency.
If a sizable portion of your renewals are on a "bill me" basis, view your billing series
as a marketing campaign, according to success strategy number eleven.