Dynamic Postcards Boost Retention, Drive New Memberships | Healthcare
8/11/2025
RRD’s direct mail solutions help leading health club chain optimize acquisition efforts
CHALLENGE
A chain of full-service health clubs on the West Coast sought to boost their acquisition of new members and drive member retention. They also sought to reduce their cost per acquisition, which their previous direct mail provider had not been able to accomplish.
SOLUTION
The health club chain chose RRD to help them develop a direct mail strategy. Already familiar with RRD’s expertise in the creation and use of Dynamic Postcards, the company recognized that they required an experienced partner to be successful in garnering new members.
After obtaining monthly budgets for each individual club, RRD provided them with Dynamic Postcard recommendations using database analysis to select specific neighborhoods and zones to target. Initial tests were executed utilizing both basic Dynamic Postcards and personalized Dynamic Postcards — however, the teams found that creating multiple creative versions each month for the chain’s various clubs was too time-intensive. The decision was made to proceed solely with basic Dynamic Postcard, changing out just a few essential elements of the card.
Following deployment of the postcards, RRD measured results on a monthly cadence, and created a custom tracker for the company to replace the standard matchback.
RESULTS
RRD collaborated with the health club chain to successfully drive new memberships in specific locations and boost member retention by utilizing Dynamic Postcards. Specific results included:
- Lowered CPA and maximized response rate
- Identified club locations that were not generating a large number of new memberships
- Provided insights to generate more memberships cost-effectively with additional monthly spend
- Informed the health club chain’s print strategy going forward