Probably the best CRM I’ve received in a while – let’s take a closer look.

1. ‘Dear Member’ – A disappointing start. I’m not sure exactly what I’m a member of. I thought I was a subscriber. And I’d prefer to be known as Ben, especially when they’ve kindly put my name on the direct debit form.

2. ‘…a few short months’ – Wooah there. My subscription doesn’t run out not until August, that’s 6 months away. And what’s short about the months March to April?

3. ‘Renewing your membership today helps us keep your membership fee low by eliminating the expense of sending you additional renewal notices.’ – Hold on. So you’ll start charging me to send me renewal notices? NB – this is the 3rd I’ve received in as many months.

4.’Your cooperation…’ This must be the important bit. It’s in blue. Why am I being asked to cooperate? It was a magazine subscription, now it’s become a charity appeal. By buying it, I help reduce the cost for other people. Now what kind of strange logic is that?

5.’Compare the price…such lavish color photographs…five double-sided map supplements each year.’ The final paragraph is a final ditch attempt to re-iterate the rational value arguments while finally introducing some emotive rhetoric.

I think it was the lure of those lavish photographs that got me. And the maps. It’s all too much. Must resubscribe.


Ben Aston

Ben Aston

Ben Aston is a digital project manager and online entrepreneur. He's the founder of Black + White Zebra, an indie media company on a mission to help people and organizations succeed. Ben brings over 15 years of experience in both strategic thinking and tactical implementation from a career at top digital agencies including Dare, Wunderman, and DDB.

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