Dear Jasper,

Dear Sag,

I noticed that you let your subscription to Ancient Warfare lapse. Of course I too am familiar with the bane of all magazine-lovers: the renewal reminder. They all want immediate attention and money. Result: they get put to one side and forgotten. Some time later you realize the subscription has lapsed, but now your collection is incomplete... Am I close?
If that sounds familiar, then I'd like to invite you, once only, to renew your subscription to Ancient Warfare at this time. To encourage you to do so (and to make completing your collection slightly cheaper as well), I'd like to offer you 25% off on your next order. Use your personal coupon code below during checkout at our site to get your discount.

I hope I've convinced you to give Ancient Warfare another try

Kind regards,
Jasper Oorthuys
Editor, Ancient Warfare magazine

Dear Jasper,

Thank you for the discount coupon that I can use to once again renew my subscription to Ancient Warfare Magazine.  I've enjoyed reading for several years now and would like to continue doing so.  It is unfortunate that, even with your coupon, I can't justify the price.  At nearly ten dollars per issue I have decided to select specific copies at the local newsstand based upon their specific content.

But there's good news -- the euro is just days if not hours away from collapsing, likely making a two-year subscription to your fine publication the equivalent of buying two slices of pizza and a Coke in U.S. dollars.  When this occurs I will assuredly resubscribe to Ancient Warfare and throw in Medieval Warfare Magazine as well.

Don't misunderstand me -- I am fully aware that the collapse of the euro would be a financial catastrophe, and that you'd be subjected to the additional indignity of 85 million Britons facing east and shouting "I told you so" in unison from across the channel.  But from my perspective, it will be difficult to pass up such an exceptional magazine for such a low price, and with any luck the additional business coming from the United States will allow you to power through the crisis and come out the other side stronger and better positioned to continue your business endeavor.

Should the euro not plummet, I will be in the difficult position of deciding which issues of your fine magazines to purchase at my local newsstand.  If you were to publish entire magazines or selected articles via Kindle at a reasonable price (either as an e-magazine or via Kindle Singles, with digital right protections firmly in place) I will gladly be your first customer for both magazines.  Paying trans-Atlantic shipping for intellectual content makes little sense given the toolsets available in the 21st century.

S.