Case Study: ASQ wins back lapsed members with Responsory's multichannel campaign

ASQ Wins Back Lapsed Members

ASQ, The American Society for Quality, needed help winning back members whose professional memberships had lapsed. Responsory supported the effort with a multichannel reactivation program that included a landing page, email, postcard, and Smart Zones display advertising.

Responsory first conducted a deep discovery and data analysis to profile lapsed members and identify their common characteristics and reasons for leaving. Using those insights, Responsory developed targeted messaging and creative that drove traffic to the landing page, resulting in a click-through rate more than double the Google Display benchmark and about 200 rejoin memberships, delivering 100% ROMI.

ASQ