Q: We are finding that the mail in registration form in our catalog is only generating a few dozen registrations annually. We have two schools of thought 1. Eliminate it in the catalog and use the space for more promotions 2. We have a problem and should be generating more mail in registrations. I'd like some feedback on what's happening in other organizations.
A: These days, registration by phone and online are the two preferred methods for most people. Most programs are seeing more and more movement to online registration, but are also still seeing use of other options. We do not have breakdowns of percentages for each option, but we know that most programs offer at least four (online, phone, mail, in-person – with others potentially being email and fax) and that online and phone are used most frequently. In terms of the use of a mail-in form, are you aware if/ how many people use walk-in registration, and whether they are filling out the forms from the brochure before coming in to shorten the time required for the transaction?
If you feel that you have done due diligence on tracking the sources for your registrations, you can consider eliminating the form in your brochure and using the space for other types of marketing elements. I mention “due diligence” because the registration form in your brochure represents a customer service tool, and before you cut back ANY level of customer service, you need to know that you are not going to be “cutting” potential customers in the process. To cover the base of a mail-in form, you could have a form on your website that can be downloaded and mailed back and include a mention of this in your brochure so that those customers you prefer mail-in have that options. If you move to this, be sure to track the use of this form.
Online registration is critical to the ongoing success of your program, but eliminating other options is not something that LERN recommends. If you wish to encourage online registration, consider incentives like early access (you can notify your customers of this privilege by email), an actual discount (some programs offer a small discount like $5 for use of online registration – you can use a deadline for this too), or a voucher toward an additional or future class. Tracking is very important for all forms of registration, and may help you determine how best to encourage increased use of Internet registration.