In the subscription department of ‘Dessert Monthly’, Reggie’s role is to ensure that trade readers stay loyal to the magazine. The competition from other sources of information is intense, and Reggie ensures that he keeps in constant touch with his subscriber base.

A week before each issue mails out, Reggie sends a ‘teaser’ email to the subscriber base, flagging up that month’s main stories and review articles. Occasionally, they’ll run a big feature on a particular market sector – hoteliers, for example. By using the definable fields, Reggie can add in a specific ‘don’t miss it!’ message to all hotelier subscribers on that email.

What’s more, by linking with his subscriber database he can send out a renewal reminder at the appropriate time with the touch of a button. And that’s why sales continue to rise… and rise.