AARP sought a scalable online program to supplement its offline membership outreach activities. To be successful, AARP benchmarked all online programs against the â€œNew Member Acquisitionâ€ success metrics used with its direct mail campaigns.
EyeTraffic employed email campaigns to acquire new members. Programs exceeded AARPâ€™s cost per acquisition goals. With the uncertainty of CAN-SPAM laws at that time, EyeTraffic also worked with AARPâ€™s interactive agency of record to shift the strategy towards search marketing, banner placements and incentive site ad placements.
- AARPâ€™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.