Perhaps the number one mistake in membership marketing is not conducting marketing tests in each promotion. By not testing, organizations sub-optimize the effectiveness of their marketing. This presentation highlights the power of adding marketing tests in membership promotions and highlights high leverage testing opportunities.

1. Improve Membership Marketing Results One Test at a Time Tuesday, March 9, 20102:15 PM -3:30 PM Content Leaders: Robert Heard, Associate Executive Director, ACEP Kris Williams, Membership Marketing Manager, ACEP Jeremy Griffin, Account Supervisor, Marketing General www.asaecenter.org Connecting Great Ideas and Great People

2. Title Bullets Bullets Bullets This is a Test of The Emergency Marketing System

3. Wait Why Should I Test? It’s Too Expensive We Don’t Have Time Tracking is Impossible It’s Not My Job 4% Membership Growth Over $350,000 in New Revenue 240% Response Rate Boost 1,000 New Members 501% ROI The Results

4. Promises For Today’s Presentation See how ACEP improved results Share successful testing stories within the group Understand the Five Steps to Building Effective Tests Leave with 10 testing tips to increase your ROI

5. ACEP History: From Battelfield to Local Hospital ACEP formed in 1968 by 8 physicians First national meeting in 1969 Emergency medicine recognized as 23rd medical specialty by ABMS Current membership over 28,000

6. ACEP Membership Growth

7. Four Tests That Helped ACEP Grow Identifying a control package Improving the control Beating the control Localizing the message

8. Identifying a control 35% Boost Which package did better?

9. Improving the Control 35% Boost 111% Boost Which offer worked better?

10. Beating the control 37% Boost Can you beat your control?

11. 20% Boost Localizing the message Local Vs. National Messaging Which works better?

12. What tests have improved your membership marketing?

13. Seek to improve Five S.T.E.P.S.For Building Effective Tests Process all of your results Establish your control package Test the big stuff first Start with what you know

14. Step 1: Start with what you know Identify what has worked in the past Speak to your existing members Find out what works for other similar organizations

15. Step 2: Test the BIG stuff first Prioritize your testing options Look for a breakthrough opportunity Focus on response rates Lists can boost responses by 500% Offers can boost responses by 200% Creative can boost responses by 100%

16. Step 3: Establish your control package Determine elements that work and stick with them Don’t change things just for the sake of change Split campaigns between control packages and test packages to compare results

17. Step 4: Process all of your results Make sure the results of your tests are trackable Keycodes Landing pages Make sure the results of your tests are actionable Learn from both your successes and your failures

18. Step 5: Seek to improve Be persistent Testing takes time Your control can and will be beat Focus on finding better results Better Results

19. Seek to improve Five S.T.E.P.S.For Building Effective Tests Process all of your results Establish your control package Test the big stuff first Start with what you know

20. Ten Testing Tips to Increase Your ROI Find new names Simplify your reply device Increase frequency Offer payment options Model top responders First year dues discounts Email subject lines Segment your offers Freemiums Bundling

21. Review ACEP increased response rates from 0.81% to 2.83% ACEP grew membership by over 4% a year You can increase your growth rate too Start Testing Today!

22. Contact Information Robert Heard, MBA, CAE Associate Executive Director American College of Emergency Physicians rheard@acep.org 800-798-1822 Jeremy Griffin, CDM Account Supervisor Marketing General Incorporated jgriffin@marketinggeneral.com 703-706-0396 Kris Williams, CAE Membership Marketing Manager American College of Emergency Physicians kwilliams@acep.org 800-798-1822