Conversion top tips for 2020
Struggling to persuade, nudge and convert? Your approach to CRO needs an overhaul.
The January moment: New year, new members
With Janus the Greek god of transitions and new beginnings; the month of January lends itself to many opportunities to capitalise on our human yearning to aspire and change.
Having been responsible for running membership schemes I have seen how, even unprompted, the beginning of the year can see a natural uplift in membership numbers. With an extra campaign focus, you can be pushing an open door.
For cultural membership schemes the key prompt could be around motivations to explore your interests, meet others and be part of a like-minded community. All this is true for professional membership schemes with additional aspirations like career or business development.
All membership schemes should add to what it means to be human - it is not just about tangible benefits but as much about our identity and dreams.
Top 5 tips for a successful January campaign:
Lucy Conlan, Senior Marketing Strategist
1. Start early
The January campaign can actually start on Boxing Day.
2. Enhance your membership proposition
This is not about featuring micro benefits but positioning the whole scheme.
3. Establish a consistent look and feel
Do this across all media AND importantly your bespoke landing page.
4. Go beyond digital
Consider a postcard, DM prompt or phone call to high value segments.
5. Review and iterate
Digital gives you the opportunity to refine your campaign in real time; consider what the statistics are showing you from the first week in January.
Find out more
Read our Membership Forecast
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