How a Data-Driven Marketing Strategy Leads to Near-Perfect Member Retention

How a Data-Driven Marketing Strategy Leads to Near-Perfect Member Retention

June 1, 2015 By: Tom McClintock and Teri Carden

When the Metal Treating Institute's members realized they could freely search for information online that previously only the association could provide to them, it caused MTI's cash on hand to dive. However, a plan to focus on benefits members could not cost effectively do for themselves led to rapid member growth and near-perfect member retention.

Membership growth is important, but it's only half of the equation. The other half is keeping a healthy retention rate from year to year. ...