Tuesday, June 30, 2009

Direct Mail is Tops for Membership Recruitment

Posted by Princess Eva Angelica at 1:59 PM
What marketing channels are most effective in new membership recruitment?

Based on responses from our membership marketing benchmarking survey, direct mail still tops the list with 31.7 percent of respondents saying it was the most effective source for attracting new members.

Here are the channels that were rated as top performers to get new members.


Interestingly, the following registered at less than one percent: Paid Search Advertising, Online Ads, Public Relations, Social Networking, and Print Ads.

I have always maintained that membership is primarily a “push” product. It must be proactively sold. So it is interesting that highly targetable and direct to customer methods are rated as the best in recruiting new members from this research.

Here is some additional data that you might find of interest. The Research Brief Blog reports that "Direct mail's share of total advertising spending has been on a strong upward trend for most of the past 17 years. Since 1999, the direct mail share has risen steadily reaching 22% in 2008. Direct mail has maintained its large ad share even with the introduction of new, fast-growing ad markets such as the Internet."

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