Improve Membership Marketing Results One Test at a Time
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www.asaecenter.o rg Connecting Great Ideas and Great People www.asaecenter.o rg Content Leaders: Robert Heard, Associate Executive Director, ACEP Kris Williams, Membership Marketing Manager, ACEP Jeremy Griffin, Account Supervisor, Marketing General Improve Membership Marketing Results ne Test at a Time Tuesday, March 9, 2010 2:15 PM -3:30 PM
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Perhaps the number one mistake in membership marketing is not conducting marketing tests in each promotion. By not testing, organizations sub-optimize the effectiveness of their marketing. This presentation highlights the power of adding marketing tests in membership promotions and highlights high leverage testing opportunities.
Transcript of Improve Membership Marketing Results One Test at a Time
Connecting Great Ideas and Great People
www.asaecenter.org
Content Leaders:Robert Heard, Associate Executive Director, ACEP
Kris Williams, Membership Marketing Manager, ACEP
Jeremy Griffin, Account Supervisor, Marketing General
Improve Membership
Marketing Results One Test at a Time
Tuesday, March 9, 20102:15 PM -3:30 PM
www.asaecenter.org
TitleBulletsBulletsBullets
This is a Test of The Emergency Marketing System
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It’s Too Expensive We Don’t Have Time Tracking is Impossible It’s Not My Job
Wait Why Should I Test?
240% Response
Rate Boost
1,000 New Members
501% ROI
4% Membership Growth
Over $350,000 in New
Revenue
The Results
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Promises For Today’s Presentation See how ACEP improved results
Share successful testing stories within the group
Understand the Five Steps to Building Effective Tests
Leave with 10 testing tips to increase your ROI
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ACEP History: From Battelfield to Local Hospital
ACEP formed in 1968 by 8 physicians
First national meeting in 1969
Emergency medicine recognized as 23rd medical specialty by ABMS
Current membership over 28,000
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ACEP Membership Growth
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Four Tests That Helped ACEP Grow
Identifying a control package
Improving the control
Beating the control
Localizing the message
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Identifying a control
Package Type Response Rate
Green Card 1.12%
Invitation .83%
35% Boost
Which package did better?
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Improving the Control
List Segment $75 Voucher Subscription Response Boost
Young Physicians
3.46% 2.57% 35% Boost
Tenured Physicians
.61% 1.29% 111% Boost
35% Boost
111% Boost
Which offer worked better?
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Beating the control
Package Type Response Rate
Green Card 1.35%
Membership Card 1.85%
37% Boost
Can you beat your control?
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20% Boost
Localizing the message
Package Type Response Rate
National 2.35%
Local 2.83%
Local Vs. NationalMessaging
Which works better?
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What tests have improved your membership marketing?
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Five S.T.E.P.S.For Building Effective Tests
Start with
what you know
Test the
big stuff first
Establish
your control package
Process
all of your results
Seek to
improve
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Step 1: Start with what you know
Identify what has worked in the past
Speak to your existing members
Find out what works for other similar organizations
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Step 2: Test the BIG stuff first
Prioritize your testing options Look for a breakthrough
opportunity Focus on response rates
Lists can boost responses by 500%
Offers can boost responses by 200%
Creative can boost responses by 100%
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Step 3: Establish your control package
Determine elements that work and stick with them
Don’t change things just for the sake of change
Split campaigns between control packages and
test packages to compare results
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Step 4: Process all of your results
Make sure the results of your tests are trackable
Keycodes Landing pages
Make sure the results of your tests are actionable
Learn from both your successes and your failures
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Step 5: Seek to improve Be persistent Testing takes time Your control can and will be beat Focus on finding better results
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Five S.T.E.P.S.For Building Effective Tests
Start with
what you know
Test the
big stuff first
Establish
your control package
Process
all of your results
Seek to
improve
www.asaecenter.org
Ten Testing Tips to Increase Your ROI
1. Find new names2. Simplify your reply
device3. Increase
frequency4. Offer payment
options
5. Model top responders
6. First year dues discounts
7. Email subject lines8. Segment your
offers9. Freemiums10. Bundling
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Review
ACEP increased response rates from 0.81% to 2.83%
ACEP grew membership by over 4% a year
You can increase your growth rate tooStart Testing Today!
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Contact Information
Kris Williams, CAEMembership Marketing ManagerAmerican College of Emergency [email protected]
Robert Heard, MBA, CAE Associate Executive Director
American College of Emergency [email protected]
800-798-1822
Jeremy Griffin, CDMAccount Supervisor
Marketing General [email protected]
703-706-0396
