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.
