Membership Has Its Privileges
So what's to learn from all this?
Is your membership card offer performing well, or is response falling off? If you've always mailed your member/partner/supporter card offer early in the new year when "everybody's doing it," try testing timing.
When's the last time you tested formats? Card on the letter versus card on the reply, No. 10 versus any other size, membership card alone versus with a certificate (and/or labels, and/or note cards, and/or notepads, etc.), perf-out versus tip-on versus lasered plastic versus embossed plastic, etc.? And images matter, as many test results have proven, so testing card designs should be in the mix. With so much competition, testing has to be a huge priority. FS
Kimberly Seville is a creative strategist and freelance copywriter. Reach her at firstname.lastname@example.org