SIGMA Marketing: Add Value to Affinity Marketing 5 Ways

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SIGMA Marketing Group shares five ways businesses can strengthen profitable relationships with affinity partners.

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SIGMA Marketing Group, the customer intelligence driven, direct and digital marketing services firm, shares five ways businesses can strengthen profitable relationships with affinity partners.

“Delivering excellent service and strong partner financial gains are critical for sustaining a long-term – and highly profitable -- relationship with affinity partners,” said Jim Dellavilla, EVP of SIGMA Marketing Group. “But in the increasingly competitive affinity partner marketing world, this is just not enough; businesses need to explore value-add services they can provide to their partners. Here are five that have proven particularly successful for our clients.”

1.    Reach out to Members: Surveys
With today’s Saas and cloud-based survey capabilities, surveys can be quickly and effectively deployed using a variety of tools. Member organizations exist to serve their membership community, and it is useful for them to survey their membership on important or pressing issues. Using email and online tools for the survey, results can be tabulated and reported within a few days. As the group’s membership is being contacted with direct marketing efforts, including an invitation to complete an online survey should take minimal effort and should not increase costs or reduce results.

2.    Keep It Clean: Member List hygiene
In order to include the member list in direct marketing efforts, marketers perform address hygiene, NCOA updates, etc. – but these steps are often not a part of the partner’s regular efforts. By simply providing address updates back to the member organization you will help your partner to properly maintain their member listing with more accurate information – helping them communicate more efficiently with their own members.

3.    Get Smart: Profiling the Affinity Group’s Membership
By performing a match of your partners’ member listings to a national consumer database with demographic and interest indications, you can deliver an incredible amount of insight to your partner about their own members. These profiles have proven very valuable to a number of our clients’ member organizations.

4.    Fine-Tune Relationships: Key Customer Metrics
When a member organization is able to provide data about their members’ level of relationship, or the services received through their membership, the profiles described above can easily be enhanced to include scores or flags indicating best customers and even customer lifetime value. This is very useful to a member organization and allows them to fine-tune the services they are providing to their membership.

5.    Learn from Your Peers: Benchmarking Memberships to Peer Groups
If you are working with numerous affinity organizations, you should be able to compare their membership profiles to others in their same class or segment of organization. By developing profiles and key metrics when membership lists are matched to national databases, you can compare member groups on demographics, geographic distribution and interest characteristics. These comparisons can help you better project potential results for your efforts, but it also allows you to share with your member organizations how they compare to their peer groups.

“Typically, the cost of these services are minimal compared to their value,” added Dellavilla. “And they not only provide tangible benefits to the member services organization, they are also very useful to the marketing team.”

Learn more about SIGMA Marketing’s Affinity Solutions at

About SIGMA Marketing Group
SIGMA Marketing helps clients like Citizen Bank, Xerox, Nationwide, and AAA engage with their customers through Analytics + Strategy + Technology. We turn data into customer intelligence and innovative marketing solutions -- online and offline -- with direct and digital solutions that focus on multichannel marketing strategies __, data and technology integration, web analytics and sales enablement. SIGMA builds long term customer relationships and drives Marketing ROI. Visit us at

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Jim McNulty
StandPoint Public Relations
(508) 481-2024
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