AARP
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http://www.aarp.org
Challenge
AARP sought a scalable online program to supplement its offline membership outreach activities. To be successful, AARP benchmarked all online programs against the “New Member Acquisition” success metrics used with its direct mail campaigns.
Solution
EyeTraffic employed email campaigns to acquire new members. Programs exceeded AARP’s cost per acquisition goals. With the uncertainty of CAN-SPAM laws at that time, EyeTraffic also worked with AARP’s interactive agency of record to shift the strategy towards search marketing, banner placements and incentive site ad placements.
Results
- AARP’s membership acquisitions grew consistently every month over a three-year period.
- AARP grew from 2,000 new members per month to 16,000 new members per month.
