Wow, a year can go fast! You work hard to get a new member or subscriber. Onboard them, check after 3-6 months how involved they are, and then poof, they're up for renewal. According to a report from the IEEE Sections Congress, over 70% of attrition was made up of members with two years of membership or less. Once settled in, that percentage significantly dwindles.
AAA has roadside help, travel agency services, insurance and other amenities for its members. But they felt it important that their members engage more with them, and thus a content strategy was born. So they partnered with longtime SIPA member Mequoda to develop that strategy, convincing their CEO that, yes, a daily email with strong, relatable content, is the right road to take (traffic and all).
More than 8 million 2018 page views and 1.3 million users later, they feel pretty comfortable about that strategy. And after Day 1 of SIIA's 5th annual and counting Business Information & Media Summit (BIMS) in even warmer-than-usual Fort Lauderdale, publishing and media folks are equally comfortable with this solutions-oriented conference.
AAA Northeast represents a newer type of SIPA member—most niche publishers started with great content and branched out from there—but they depend, like others, on analytics and testing.
Editor's note: This is the first of an ongoing series profiling the 2018 SIPAward winners.