Q: Can you tell me if you have any information on whether it is better to send our brochure to any student who has taken a class in the past two years vs. the past three years? Not sure it's worth the cost to market to someone who has not taken a class in the past 2-3 years. I would be interested in hearing LERNS position on this.
A: Generally LERN recommends that you purge names from your mailing list if the person has not taken a class for two years. You are right that mailing to people who do not sign up over that period of time is not the best use of your marketing dollars. LERN can do a free segmentation analysis for you as part of your membership benefits. We can help identify your best customers, and the areas where you should be targeting your mailings. Also, we recommend that you mail twice to your best customers. If you eliminate the names of people who are not registering, you can redirect your resources into a second mailing two weeks after your original mailing. This has been shown to increase registrations.