"With variable printing from Sentinel, we are able to personalize our newsletter to deliver relevant content to different segments of our membership."
-- Keri Cooke, AAA New York
New Member Newsletter
The Program: New Member Newsletter
The Process: Variable Data Printing
The Client: AAA New York
The Challenge:
To create a program that would increase membership retention among new members. They were looking to demonstrate the value of membership in AAA to younger members who had different interests from the aging membership group.
The Solution:
AAA New York engaged with Sentinel to create a personalized 1-to-1 Variable Data New Member Newsletter. The members would receive information relevant to him or her. Articles were selected for the newsletter based on demographics such as:
- Age
- Marital Status
- With or Without Children
- And Location
Sentinel used data-driven tagging to personalize each newsletter with appropriate graphics, messages and special offers specific to each member.
The Results:
Initial results for AAA New York are positive. New members who receive the variable-printed newsletters are 3% more likely to renew their membership than those members who receive a generic non-personalized version.