PowerPoint Presentation…2016-2017 Membership Renewal | Page 4 Hit 2 –Email Segmentation on second email release was pared down quite a bit. Messaging included a letter from the

2016-2017 Membership Renewal | Page 1

2016-2017 MembershipPromot ion / Market ing P lan


Membership Types Budget Current (8/15)

Active Members (Endodontists) 4137 3566

Educator Members (Endodontists

Teaching Full-time)

195 184

International Members

(Endodontists Practicing Outside the

U.S.)

455 420

Student Members (Endodontic

Residents, International Endodontic

Residents and Predoctoral

Students)

845 558

Associate Members (General

Dentists)

610 439

Auxiliary Members (Professional

Office Staff)

360 148

Life Members (Endodontists who

have been AAE members for 25

years and are over the age of 65)

1300 919

Retired Members (Retired

Endodontists)

78 59

Total 7,980 6,293

Renewal Campaign OverviewAbout the AAE:

The recognized specialty organization for endodontics

providing continuing education, practice management tools,

career development resources and advocacy representation to

the global endodontic community.

Membership Renewal Goals:

• Meet budgeted revenue and member count.

• Grow resident membership type.

• Drive more renewals online.

• Reduce number of hits needed to achieve renewal.

• Remind members of annual benefits and offerings.

Renewal Campaign Components:

• Renewal invoices, benefits reminder and upsell messaging.

• Front office and patient education component.

• Membership post-renewal packet and promotional toolkit.


AuxiliaryJOE Focus MixU.S. ResidentU.S. 1st YearLife

Hit 1 – EmailInitial email was very different from the majority of our promotional messages.

The emails led with the online renewal link and important membership dates.

Add-ons (including Foundation donation, State Affiliate dues and Live Learning

Center subscription) were then explained. Incentives available to the particular

segment (window cling or new program) were not excessively highlighted.

• Released 5/5

Subject: It’s time to renew your AAE membership.

Average Rates: 53.3% open | 14.2% click

• Released 5/10 to non-openers

Subject: Renew your AAE membership online.


Note: Auxiliary open and click rates are excluded from these reporting.

Although an important membership category, the turnover of this type is too

volatile and not representative of our core members.

Specialist

METRICS17.25% to revenue

18% to count


Hit 2 – EmailSegmentation on second email release was pared down quite a bit. Messaging

included a letter from the AAE president and incentives available if applicable.

The message included a customized link to the invoice coming in the mail,

allowing people to get a head start on submitting it for approval if required by their

practice or returning it via fax, mail or email before receiving the paper statement.

LifeNon-specialist

• Released 5/18

Subject: Printable renewal invoice enclosed.



Subject: Renew your AAE membership today.





Specialist


44% to count


Released 6/10

The invoice packet was the first mailing sent out in the new AAE brand. Full-

color envelope (with variable promotion on the front) invited members to

explore more within. The backs of the invoice letters followed a similar format

to the emails; however, the segmentation varied slightly from the emails.

Following the success of including an infographic office poster with last year’s

renewals, this year’s packet included a laminated “Talking Tips” card featuring

valuable information for front office staff to convey to patients. Additional

requests for the cards have been received and filled.

Hit 3 – Invoice Direct Mail

AuxiliaryAssociateJOE Focus MixU.S. ResidentU.S. 1st YearSpecialist


This more powerful message from the current president shifts

the focus to the importance of an individual’s ongoing support

in maintaining the strength of the specialty.

• Released 6/21

Subject: Renew your membership this week.



Subject: Renew your AAE membership!


Hit 4 – EmailReleased 6/24

Reiterating the message of the email, the postcards were sent

only to U.S. members just before the start of the membership

year (July 1). Having the message on an “open” card, the hope

is that a gatekeeper (front office staff or practice administrator)

will also be made aware of the member’s membership status.


65% to count

Hit 5 – Postcard


Hit 6 – EmailWhile still not highlighted as the main purpose of this email communication, the

window cling incentive offer (available to specialist and life members only) was

extended. We anticipated a lower open and response rate on this hit as many

probably had already or were in the process of returning their paper form

received by mail.

Non-specialistLife

• Released 7/12

Subject: Don’t let your AAE membership lapse!





Specialist


74% to count


Switching again to a more transactional message, the emails

complement the second notice dues invoice mailing.

• Released 7/26

Subject: Renew before August 1 to avoid the late fee.



Again appealing to both the member and a gatekeeper (front

office staff or practice administrator), the envelope for this

second invoice mailing calls attention to the need to act without

offering an incentive.


78% to count

Hit 8 – Invoice Direct Mail

All other typesLife


Bi-weekly communications continue to those who still have not

renewed. This group becomes a priority for our educational

event marketing.

• Released 8/8

Subject: Don't let your membership lapse.


• Released 8/17

Subject: Our records show you've not yet renewed.



Complementing the email releases, this final notification

highlights key benefits that will be lost without renewal.

METRICS Pending97.43% to revenue

89% to count

(projected)

Hit 10 – Postcard

In Design


Lapsed Outreach – Email While winning back lapsed members (not renewed in 2-3 years) is important, it

is not a major component of our renewal campaign. Marketing membership in

conjunction with upcoming educational meetings has proven more effective.

• Released 7/25

Subject: It’s the perfect time to rejoin the AAE.



Subject: Don’t miss out on these membership benefits.


METRICS1352 Total Sent

51 Renewed

3.77% Conversion Rate


JOE Subscriber Outreach – Email A new area of outreach for us is to nonmembers who subscribe to our monthly

scientific journal. We were able to obtain email addresses from our partner

publisher for this primarily international group.

• Released 7/19

Subject: JOE subscribers save with AAE membership.



Subject: The JOE is a top membership benefit!


METRICS321 Total Sent

10 Renewed

3.16% Conversion Rate


Additional Member RemindersThe top of our monthly membership e-newsletter featured a

reminder to those who had not yet renewed.

The cover of our monthly scientific journal also featured a call to

action. As the most highly rated member benefit, the journal also

is an important vehicle for reaching those who may not be

engaged with other membership offerings.


Post RenewalAll members received a new membership card. Specialist

members also received a window cling for their office and life

members received a recognition pin. The cling and pin were

both new efforts for this year.

Started for the 2014-2015 membership year, the customized

logos continue to be popular with members. They are distributed

with the logo toolkit that provides recommendations for using it

to promote their practice.


Campaign ConclusionThe 2016-17 membership renewal campaign got off to a tremendous start with 500% more renewals in the first week than the

previous year. Each communication effort has generated a spike in renewals and we feel confident that our budgeted financial and

membership count projections will be exceeded by the end of the renewal cycle.

The incentive to renew by July 1 for a free gift was a new tactic for the AAE and seems to be effective given the increase in early

renewals. The current membership counts are slightly ahead of last year’s record-breaking numbers at this point of the campaign and

online renewals are at an all-time high.

Using the renewal campaign as the first all-member communication effort featuring the new brand was a practical way to acclimate

members to the AAE’s new look, and the post-renewal gifts/benefits were a fun way to increase excitement and provide opportunities

for individual practice promotion.

Moving forward, the AAE will continue to provide fun incentives for early renewal, use several communication outlets to promote

member benefits and use more dynamic content that relates to individuals for a more personal approach.

Documents

PowerPoint Presentation…2016-2017 Membership Renewal | Page 4 Hit 2 –Email Segmentation on second email release was pared down quite a bit. Messaging included a letter from the