If at first you don't succeed...

...try, try again. We all know the cliche, but how does this apply to your card program?

We've found that our partners' key to success with their affinity credit card programs has been consistency. The organizations that continually promote their program through a variety of marketing channels have been the ones to see the greatest success. With the initial launch of your program you may have sent out an email blast announcing the program, added it to your website, or maybe posted it on Facebook and Twitter. Chances are you sparked your supporters interest in the program, which most likely resulted in submitted applications. However, the generally accepted marketing theory is that it will take at least 3 exposures to the product before a consumer will act. This is known as the effective frequency and is very much applicable to your affinity program.

Here's a simple example: After their initial, multi-channel launch, several organizations have reserved a space in their weekly e-newsletters for a gentle reminder to their supporters. Even though the card program was not the main focus of the newsletter, by having it incorporated, these organizations have seen an average of 52% more traffic to their application page on the days that the newsletters are sent. This continues to be true even 6-12 months after the program's launch, regardless of the fact that most recipients had already received information about affinity card in the past!

Another subtle reminder, which happens to be part of the marketing toolkit, is including your card program in your email signature line. By having a quick call to action and link to your online application complete each email you are sending, you are effortlessly increasing your card program's exposure.