The 80/20 rule is just as revelent in the affinity world as in general marketing
20% of the cardholders with generate 80% of the balances (Traditionally, in-active files tend not to respond to ANY kind of offer, a waste of time, resources and money
20% of the list will result in 80% of new accounts obtained
In customer marketing, don’t develop separate backend procedures for any group. Better to leverage the Affinity group by applying the logo and the brand name to the statements and the communication messages.
Utilize a basic life cycle management strategy within the first 12 months of a new marketing program. After 12 months of in-activity, it is difficult and expensive to re-motivate activation among the segment selected
Don’t waste your time, money or resources that are just NOT going to respond to any kind of offers…move on
Previous buyers or members will respond better-Target them with a focused, campaign with personalization
Demographic and Transactional data from the affinity group provides a key competitive advantage over other affinity marketing alignments
The More ACTIVE an affinity buyer is- such as having multiple relationships with the group or other multi-buyers- the higher the expected response rates can become. For Example, members who have donated to the affinity group as well as made substantial purchases from a group/affinity catalog are higher responders than those who have done only one or the other
Dues paying members are more likely to respond to offers than non-paying members
One needs to balance the size of the list vs. the degree or level of segmentation utilized. The smaller the list, the less segmentation is possible and therefore, less data to review for analysis
Don’t bother testing list segmentation if there is no rollout potential, a waste of time, resources and money
Proven direct response techniques work as well in the affinity marketplace as in broad markets such as stickers, or cards
Affinity Marketing works by capitalizing on emotions: belonging, trust, loyalty, compassion, support, pride, greed and trust. (All should be tied directly into product positioning and affinity alignment)
Review the marketing materials that have been successful for the affinity group: Leverage the affinity group’s own marketing intelligence team reports
Provide detailed information to the affinity owner and their members so that an appropriate “tone” can be achieved every The More ACTIVE an affinity buyer is- such as having multiple relationships with the group or other multi-buyers- the higher the expected response rates
Once Priority testing is progressing, be sure to test cost saving options that include formats as well as different sizes and 1 st Class vs. Standard postage rates.
Given the complexity of the affinity business marketplace, try to keep testing to those areas which will significantly move the response meter and keep to a minimum small or meaningless tweaks to the copy or to the design
Consider a re-mail or re-email strategy for at least half of the mailings, for example, if there are 4 mailings a year, 2 of them should have a re-mail or re-email strategy offer to them about 3 weeks after the initial drop or send
Do Not Fall into the trap of concluding that after an initial trial period of weak response rates that the trademark does not work as a marketing channel. Many programs start out slowly and then improve dramatically once sales reps better understand the affinity relationships and product benefits
Monitor activation rates on telemarketed accounts carefully as they tend to be lower than for the direct mailing or the emailing channels.