tag:blogger.com,1999:blog-8701810422851568415.post1457098651789503355..comments2024-03-26T14:10:34.668-04:00Comments on Membership Marketing Blog: A “Good” Response Rate in Membership MarketingTony Rossellhttp://www.blogger.com/profile/05288238496792646049noreply@blogger.comBlogger4125tag:blogger.com,1999:blog-8701810422851568415.post-71762442153406691852012-02-03T09:57:28.834-05:002012-02-03T09:57:28.834-05:00Scott -- Good points. I think you hit the nail on...Scott -- Good points. I think you hit the nail on the head. TonyTony Rossellhttps://www.blogger.com/profile/05288238496792646049noreply@blogger.comtag:blogger.com,1999:blog-8701810422851568415.post-48255776283743843842012-01-27T15:42:59.299-05:002012-01-27T15:42:59.299-05:00"Good" response depends on your goal. I..."Good" response depends on your goal. If your goal is to get as many members to join as possible at a low price so that you have power on the Hill or have lots of prospects that can buy other things from you then you may be willing to accept a lower CPNO. Some times you may even be willing to lose money on a first order if it helps you accomplish a goal or make more money once they are in the fold.<br /><br />I agree with you both that benchmarking has a role but ultimately an association, or any organization doing any marketing, needs to have goals and objectives for every campaign and judge the campaign performance against those goals. To use the example above if your goal is simply to grow membership and your campaign does that then it really doesn't matter how that compares to the performance of other organizations.<br /><br />ScottScott Oserhttp://www.scottoserassociates.comnoreply@blogger.comtag:blogger.com,1999:blog-8701810422851568415.post-86777563630386710562012-01-20T09:20:27.052-05:002012-01-20T09:20:27.052-05:00Hi Wes -- As always, I appreciate your comments. ...Hi Wes -- As always, I appreciate your comments. Clearly there is a place for benchmarking and industry norms, but I agree there are so many variables from business rules, to price, to specific industry conditions that setting any single number as the correct response rate or renewal rate is not helpful. However, if someone tells me that they have a membership renewal rate of 20% it probably means that they have some serious math issues or there is something wrong going on with the membership. TonyTony Rossellhttps://www.blogger.com/profile/05288238496792646049noreply@blogger.comtag:blogger.com,1999:blog-8701810422851568415.post-3316566236757355872012-01-19T14:31:03.231-05:002012-01-19T14:31:03.231-05:00Great post, Tony! One of my least favorite questio...Great post, Tony! One of my least favorite questions is "How does my membership retention compare to other associations?" Asking what a "good" response rate is for direct mail is the same. 72 degrees may good or it may be bad. It's all a matter of context.<br /><br />Wes Trochlil<br />Effective Database Management, LLCWes Trochlilhttps://www.blogger.com/profile/07060770285884144792noreply@blogger.com