Blog

rss

MSAE Blog

Want to stay up to date in the association world? This blog will provide you with news about members, industry updates, trends and more!

How to Test Your Association's Membership Messaging Bookmark

How to Test Your Association's Membership Messaging

When it comes to membership marketing, it’s easy to assume you know the one value proposition that resonates with your membership the most. But as many marketers have discovered, the only way to confirm a value proposition’s effectiveness is to compare it with another. 


We recently had a conversation with Marketing General’s Tony Rossel, who discussed this very topic. Tony called it the 80-10-10 method, and it made such an impact with our group, we thought we’d share the method with everyone. 

Don’t Go All-In on the First Go

For the sake of example, we’re going to use an email renewal effort. This is the first email of a renewal sequence, and it’s crucial we get as many members to renew as possible on this effort. Why? Because if we can get them to renew via email, it saves us the print and postage costs of the following mailed efforts in the renewal sequence. There’s a significant cost to renewing members, so effectiveness early in the process saves time and money. 


So, with all of this at stake, don’t we want to make sure we get the messaging of the value proposition right before we send this renewal email? Here’s where the 80-10-10 method comes into play. 


We’re going to take 20% of our renewal class and break them into two groups, 10% of the membership in each. We’ll forget about the remaining 80% of members for now.  For Group A, they’ll get your “ringer,” first choice value proposition; for example’s sake, we’ll say it’s conference registration at the member rate, which is 50% less than the non-member rate, 


Group B will get your second value proposition. Let’s say you offer 10% registration for your Continuing Education Course if they renew on this first email. To control as many variables as possible, send the emails to their respective groups at the same time.


Let’s send our hypothetical A/B test messages and see what happens!

Results and What to Do With Them

Hey, 10% of Group A respondents renewed - sweet. But whoa - 50% of Group B respondents renewed! Now you know that your offer of 10% off the Continuing Education Course is super popular; that should be the value proposition on-offer to the remaining 80% of your membership. 


Makes sense, right? The 80-10-10 method allows you to dip your toe in the water before you cannonball with your value proposition to your membership in its entirety. 


This method can be used in all sorts of scenarios, as well. Coming from the digital advertising world, I can tell you that any agency worth its salt conducts all of its campaigns with A/B methods to test things like price points for products, the effectiveness of different creative assets, demographic tests, and much more. 

You Can Do This - We Swear!

The best place to start this A/B testing is in your email newsletters. Whether you use Constant Contact or MailChimp (or another platform), these email clients offer some incredible in-depth reporting. Testing how different topics in your subject line changes open and click-through rates, for example, can help you craft subject lines that are more engaging to your members. You can also test things like time of day the newsletter is sent, day of the week it’s sent, and plenty of other variables that will help you improve your metrics. 


Once you have the 80-10-10 method down in your email newsletter, you can use the same process on promoting events, membership recruitment efforts, renewal pieces, and so much more. 


Need more guidance? Buffer offers some great tips on how to perform A/B tests on your social media channels. MailChimp has A/B testing integrated into its campaign set-up process, which you can read about here. Be sure to let us know how your tests go; we’ll be rooting for you!


Want more tips and insight? Be sure to follow MSAE on Facebook, Twitter, and LinkedIn. Have an idea for a blog post or a topic you’d like covered? Let us know by sending us an email. 

 



Comments are closed.

Showing 0 Comment

Tags

Member News New Jobs Congratulations 2015 Association Impact Magazine Board Members Insurance Social Media Strategic Planning Reinvention Communications Emerging Professionals Econonics Associations MSAE Online Learning Upcoming Third Thought Staff Hiring Education industry news taxes fees new members award Industry Economics News industry news strategic thinking association professionals orgpro Department of Labor Overtime Jobs msae news new job press release awards IRS Social Security Nonprofits Associ8 networking event CPA membership specialist opportunities Happy New Year Best Moments in 2015 Highlights Memories Human Resources Tips Employment Law Tax Forms Health Coverage Employees Event Technology Engagement Employee Handbook Communication Employee Appreciation Day Success Legislative Public Policy Conference 2016 accountability congratulations government affairs overtime rule interns ceo association impact campaign finance government relations public policy employment hr Marketing Member Engagement Leadership Recognition Diamond Awards rising leaders meeting planners best practices ASA Award Association Societies Alliance Shane Yates member resources members Redesign Board amicus briefs online shopping msae news member benefits taxes hr legislative donors 2018 photos certification legislation advocacy asae ballot proposal michigan vote Amicus Curae Supreme Court Tax Standing Elections Sick Leave Minimum Wage fringe benefits donor disclosure school grading legislature litigate citizen initiated 2019 state of the state budget Redistricting Insurance Reform UBIT Lansing American Associations Day GDPR Strategic plan MSAE history michigan society of association executives board of directors community Pure Michigan tourism CVBs Board of Directors Advocacy Public Policy compensation benefits salary survey salary benchmark member benefit headquarters building for sale rental space change transition strategic plan people association membership member survey marketing general membership research ceo membership director volunteer leaders cse strategic planning bylaws governance volunteer member service member value retention asae research crisis plan coronavirus COVID19 management restructure leadership coronavirus covid-19 remote work from home telework WFM associations covid-19 quarantine social distancing virtual meetings COVID 19 corona virus meeting cancellation event insurance pandemic executives strategy business plan diversification value collaboration resources higher logic remote work work from home productivity management membership marketing digital marketing markting tips cse association management cares package financial relief ppp eidl MVCA member press release productivity tips WFH podcast podcasting marketing ideas crisis meetings conferences CDC OSHA membership tips association tips wellness association management work life balance resorts hotels small business michigan resorts michigan hotels cses assn exec executive covid 19 safe meetings in michigan meetings events employee wellness association leadership employee health learning events learning donna oser Aaron Wolowiec msae staff cae press releases thought leadership newsletter testing marketing tips executive director MSAE leadership board governance job description assn execs conferences technology audio visual virtual events remote learning assnexecs race equity website SEO SEM planning data revenue 2020 assnexec meeting virtual conferences event planning msae. governance election nominations #assnexec risk management face-to-face meetings #meetingprofs risk management meeting planning meeting venues election appointment

About Our Company

We are the association for associations  in Michigan! Our mission is to ensure a knowledgeable, professional and successful association community. 

Disclaimer

Information on this web site is provided for general educational purposes only and is not intended to provide legal advice on any subject matter whatsoever. Your use of our website is at your own risk. Due to frequent changes in the law, some of the information on the website may not reflect the current state of the law and we recommend contacting appropriate legal advice. MSAE is not responsible for any errors or omissions in the content on the website nor for damages that arise from your use of the website under any circumstances.