How to Test Your Association's Membership Messaging
The Michigan Society of Association Executives recently chatted with Marketing General's Tony Rossel to discuss how best to gauge the effectiveness of an association's membership messaging content. Rossel championed "the 80-10-10 method," using an e-mail renewal effort as an example. He suggests taking 20% of the renewal class and separating them into two groups, 10% of the membership in each. Group A gets one value proposition. "For example's sake, we'll say it's conference registration at the member rate," he stated. Group B gets a second value proposition—10% registration for the association's Continuing Education Course if they renew on this first e-mail. If the result is 10% of Group A renewing and a whopping 50% of Group B renewing, you know which content marketing will work best with the remaining 80% of the association's membership. Rossel concludes, "The 80-10-10 method allows you to dip your toe in the water before you cannonball."
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