Last week I started my subscriber migration project. So far I've outlined Action Steps* for the project.  My goal is to convince existing subscribers to visit the new and improved blog, sample the posts, then choose to renew their subscription. This project is really a marketing campaign. To make it a success, I need two flowcharts. The first outlines the path I expect the subscriber to follow. The second is the list of tasks I need to complete to make flowchart 1 work. In fact, the first task on list two is to create flowchart 1.

Creating Flow

Starting with flowchart 1 helps focus your efforts toward meeting the needs of the subscriber. Take time to address their possible concerns. Once you have a list of steps, put your subscriber hat on and run through the steps. Identify gaps and obstacles. Work diligently to reduce the number of steps.

Tasklist Flow

The first task is to create flowchart 1. Here's what I learned during this important first step:

• It's been a while since they've heard from me, so my subscription renewal request must start with a reconnect message (Thanks Donna Fisher). It needs to include three items. Who I am, How we met and Why I'm contacted them.
• Although the Internet is fast, rebuilding trust takes time. I'll need to give existing subscribers a few weeks to consider my invitation before requiring an RSVP.
• No Push, plenty of Pull. Pushing people to renew is hard work, but it really doesn't work. To migrate existing subscribers you must use multiple incentives to gently pull them toward you. I plan to share recent valuable posts to get them to the new site. I have a convenient subscription form on every page. I plan to offer a post subscription incentive as a call to action.

Resources

*Action Method Online from Behance.com Power Networking by Donna Fisher