Why does IIE send four membership renewal notices?
Current statistics reveal that 38% of renewal revenue comes from the first notice. The first notice also produces a response rate (total responses divided by total mailed) of more than two times that of notices two through four. Even with lower response rates, revenue generated from notices two through four exceeds the cost of producing and mailing. There is a fine line that must be balanced between generating the most membership renewals and sensitivity to the membership’s comfort level of direct mail. This renewal strategy is pursued for the long-term growth and health of the Institute, as it is through this growth that IIE will be able to provide the level of service and benefits that all members expect and deserve. IIE will continue to analyze the membership renewal process and be sensitive to our members’ thoughts and ideas.
