Anthem Publishing trades in subscription packages for a membership model

Article by Megan Walden

Fri 30 Jul 2021

Anthem Publishing trades in subscription packages for a membership model

On Monday 4th January 2021, Anthem Publishing traded in their subscription packages for a shiny, new membership model, which is now being trialled with three publication titles.

By making the move from subscription to membership, Anthem will be offering members a multitude of exciting new benefits. These include:

  • 10% discount on all products on the website
  • Access to the digital archive
  • A weekly newsletter
  • Exclusive offers on partner websites
  • Plus occasional member-only treats and freebies

It has been a pleasure working with the fantastic team at Anthem to implement this new model, including an extensive new communication series which is sent exclusively by email. Each email in the series works to highlight a new benefit, starting with a welcome email which was sent out to customers on Tuesday 6th January 2021 to highlight this new upgrade and the main perks.

Further emails follow throughout the first year of membership, as well as an email on the membership anniversary to offer customers an exclusive flash sale across the eCommerce shop. We have also added a dedicated “My Membership Benefits” area to the eCommerce site, where members are able to access all their benefits in one place.

The purpose of a membership concept and the benefits that come with this is not only to attract new customers, but also to increase loyalty to the brand and maintain a desirable rate of retention.

Anthem are now live with this membership model on the freshly rebranded titles “Colouring Heaven Plus”, “Vegan Food & Living Plus” and “Women’s Running Plus”, with plans to extend this model to all remaining subscription titles later in the year.

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