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2016-2017 Membership Renewal | Page 1
2016-2017 MembershipPromot ion / Market ing P lan
2016-2017 Membership Renewal | Page 2
Membership Types Budget Current (8/15)
Active Members (Endodontists) 4137 3566
Educator Members (Endodontists
Teaching Full-time)
195 184
International Members
(Endodontists Practicing Outside the
U.S.)
455 420
Student Members (Endodontic
Residents, International Endodontic
Residents and Predoctoral
Students)
845 558
Associate Members (General
Dentists)
610 439
Auxiliary Members (Professional
Office Staff)
360 148
Life Members (Endodontists who
have been AAE members for 25
years and are over the age of 65)
1300 919
Retired Members (Retired
Endodontists)
78 59
Total 7,980 6,293
Renewal Campaign OverviewAbout the AAE:
The recognized specialty organization for endodontics
providing continuing education, practice management tools,
career development resources and advocacy representation to
the global endodontic community.
Membership Renewal Goals:
• Meet budgeted revenue and member count.
• Grow resident membership type.
• Drive more renewals online.
• Reduce number of hits needed to achieve renewal.
• Remind members of annual benefits and offerings.
Renewal Campaign Components:
• Renewal invoices, benefits reminder and upsell messaging.
• Front office and patient education component.
• Membership post-renewal packet and promotional toolkit.
2016-2017 Membership Renewal | Page 3
AuxiliaryJOE Focus MixU.S. ResidentU.S. 1st YearLife
Hit 1 – EmailInitial email was very different from the majority of our promotional messages.
The emails led with the online renewal link and important membership dates.
Add-ons (including Foundation donation, State Affiliate dues and Live Learning
Center subscription) were then explained. Incentives available to the particular
segment (window cling or new program) were not excessively highlighted.
• Released 5/5
Subject: It’s time to renew your AAE membership.
Average Rates: 53.3% open | 14.2% click
• Released 5/10 to non-openers
Subject: Renew your AAE membership online.
Average Rates: 42.4% open | 13.2% click
Note: Auxiliary open and click rates are excluded from these reporting.
Although an important membership category, the turnover of this type is too
volatile and not representative of our core members.
Specialist
METRICS17.25% to revenue
18% to count
2016-2017 Membership Renewal | Page 4
Hit 2 – EmailSegmentation on second email release was pared down quite a bit. Messaging
included a letter from the AAE president and incentives available if applicable.
The message included a customized link to the invoice coming in the mail,
allowing people to get a head start on submitting it for approval if required by their
practice or returning it via fax, mail or email before receiving the paper statement.
LifeNon-specialist
• Released 5/18
Subject: Printable renewal invoice enclosed.
Average Rates: 54.0% open | 14.7% click
• Released 6/14 to non-openers
Subject: Renew your AAE membership today.
Average Rates: 41.8% open | 9.9% click
Note: Auxiliary open and click rates are excluded from these reporting.
Although an important membership category, the turnover of this type is too
volatile and not representative of our core members.
Specialist
METRICS45.84% to revenue
44% to count
2016-2017 Membership Renewal | Page 5
Released 6/10
The invoice packet was the first mailing sent out in the new AAE brand. Full-
color envelope (with variable promotion on the front) invited members to
explore more within. The backs of the invoice letters followed a similar format
to the emails; however, the segmentation varied slightly from the emails.
Following the success of including an infographic office poster with last year’s
renewals, this year’s packet included a laminated “Talking Tips” card featuring
valuable information for front office staff to convey to patients. Additional
requests for the cards have been received and filled.
Hit 3 – Invoice Direct Mail
AuxiliaryAssociateJOE Focus MixU.S. ResidentU.S. 1st YearSpecialist
2016-2017 Membership Renewal | Page 6
This more powerful message from the current president shifts
the focus to the importance of an individual’s ongoing support
in maintaining the strength of the specialty.
• Released 6/21
Subject: Renew your membership this week.
Average Rates: 39.6% open | 10.1% click
• Released 6/28 to non-openers
Subject: Renew your AAE membership!
Average Rates: 25.0% open | 9.3% click
Hit 4 – EmailReleased 6/24
Reiterating the message of the email, the postcards were sent
only to U.S. members just before the start of the membership
year (July 1). Having the message on an “open” card, the hope
is that a gatekeeper (front office staff or practice administrator)
will also be made aware of the member’s membership status.
METRICS70.34% to revenue
65% to count
Hit 5 – Postcard
2016-2017 Membership Renewal | Page 7
Hit 6 – EmailWhile still not highlighted as the main purpose of this email communication, the
window cling incentive offer (available to specialist and life members only) was
extended. We anticipated a lower open and response rate on this hit as many
probably had already or were in the process of returning their paper form
received by mail.
Non-specialistLife
• Released 7/12
Subject: Don’t let your AAE membership lapse!
Average Rates: 47.0% open | 12.3% click
Note: Auxiliary open and click rates are excluded from these reporting.
Although an important membership category, the turnover of this type is too
volatile and not representative of our core members.
Specialist
METRICS74.55% to revenue
74% to count
2016-2017 Membership Renewal | Page 8
Switching again to a more transactional message, the emails
complement the second notice dues invoice mailing.
• Released 7/26
Subject: Renew before August 1 to avoid the late fee.
Average Rates: 43.5% open | 11.7% click
Hit 7 – EmailReleased 8/10
Again appealing to both the member and a gatekeeper (front
office staff or practice administrator), the envelope for this
second invoice mailing calls attention to the need to act without
offering an incentive.
METRICS84.97% to revenue
78% to count
Hit 8 – Invoice Direct Mail
All other typesLife
2016-2017 Membership Renewal | Page 9
Bi-weekly communications continue to those who still have not
renewed. This group becomes a priority for our educational
event marketing.
• Released 8/8
Subject: Don't let your membership lapse.
Average Rates: 34.1% open | 6.1% click
• Released 8/17
Subject: Our records show you've not yet renewed.
Average Rates: 35.9% open | 5.3% click
Hit 9 – EmailReleased 9/15
Complementing the email releases, this final notification
highlights key benefits that will be lost without renewal.
METRICS Pending97.43% to revenue
89% to count
(projected)
Hit 10 – Postcard
In Design
2016-2017 Membership Renewal | Page 10
Lapsed Outreach – Email While winning back lapsed members (not renewed in 2-3 years) is important, it
is not a major component of our renewal campaign. Marketing membership in
conjunction with upcoming educational meetings has proven more effective.
• Released 7/25
Subject: It’s the perfect time to rejoin the AAE.
Average Rates: 30.9% open | 4.0% click
• Released 8/17 to non-openers
Subject: Don’t miss out on these membership benefits.
Average Rates: 25.9% open | 2.2% click
METRICS1352 Total Sent
51 Renewed
3.77% Conversion Rate
2016-2017 Membership Renewal | Page 11
JOE Subscriber Outreach – Email A new area of outreach for us is to nonmembers who subscribe to our monthly
scientific journal. We were able to obtain email addresses from our partner
publisher for this primarily international group.
• Released 7/19
Subject: JOE subscribers save with AAE membership.
Average Rates: 53.7% open | 10.7% click
• Released 8/17 to non-openers
Subject: The JOE is a top membership benefit!
Average Rates: 37.5% open | 9.6% click
METRICS321 Total Sent
10 Renewed
3.16% Conversion Rate
2016-2017 Membership Renewal | Page 12
Additional Member RemindersThe top of our monthly membership e-newsletter featured a
reminder to those who had not yet renewed.
The cover of our monthly scientific journal also featured a call to
action. As the most highly rated member benefit, the journal also
is an important vehicle for reaching those who may not be
engaged with other membership offerings.
2016-2017 Membership Renewal | Page 13
Post RenewalAll members received a new membership card. Specialist
members also received a window cling for their office and life
members received a recognition pin. The cling and pin were
both new efforts for this year.
Started for the 2014-2015 membership year, the customized
logos continue to be popular with members. They are distributed
with the logo toolkit that provides recommendations for using it
to promote their practice.
2016-2017 Membership Renewal | Page 14
Campaign ConclusionThe 2016-17 membership renewal campaign got off to a tremendous start with 500% more renewals in the first week than the
previous year. Each communication effort has generated a spike in renewals and we feel confident that our budgeted financial and
membership count projections will be exceeded by the end of the renewal cycle.
The incentive to renew by July 1 for a free gift was a new tactic for the AAE and seems to be effective given the increase in early
renewals. The current membership counts are slightly ahead of last year’s record-breaking numbers at this point of the campaign and
online renewals are at an all-time high.
Using the renewal campaign as the first all-member communication effort featuring the new brand was a practical way to acclimate
members to the AAE’s new look, and the post-renewal gifts/benefits were a fun way to increase excitement and provide opportunities
for individual practice promotion.
Moving forward, the AAE will continue to provide fun incentives for early renewal, use several communication outlets to promote
member benefits and use more dynamic content that relates to individuals for a more personal approach.