How to use emails to grow, engage and retain members
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Shiv will show you to use Emails to Grow, Engage and Retain Your Members. In this presentation you will learn how to: - Leverage reminder emails to increase renewals and event attendance - Engage new and existing members by using welcome emails - Convince prospective members to join your organize using “Nurture Campaigns”
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How to use emails to grow, engage and retain members
- 1. Shiv Narayanan CMO, Wild Apricot How to use emails to grow, engage and retain members
- 2. Our topic www.wildapricot.com How to use emails to grow, engage and retain members
- 3. You’re not alone www.wildapricot.com We call this being in “Excel Hell” ● Collecting cheques from members ● Depositing them at the bank ● Reminding members about renewals ● Chasing down people who haven’t paid ● Going through all the same steps for events ● Keeping track of everything in Excel… Worst of all: your organization and your cause suffer
- 4. Imagine a future where www.wildapricot.com ● Your members can auto-renew their dues ● Your events can be registered to online ● Your members receive renewal and event reminders ● You NO LONGER need to track everything in Excel What would you do with all that extra time?
- 5. Where you want to be www.wildapricot.com Free...to focus on your passion This is what drives us.
- 6. The question is HOW? www.wildapricot.com The answer: Emails! We’re going to show you 3 essential strategies to use emails to grow, engage and retain your members Are you ready? (Type YES in the chat box if you are!)
- 7. Strategy #1: Retaining your members
- 8. Does your membership renewal process look like this? www.wildapricot.com Membership expires 1. You realize (often too late) that a member is no longer a member via Excel 2. You chase the person down 3. You collect payment, often as cash/cheque 4. You have to go to the bank to deposit the funds 5. You update your Excel spreadsheet 6. The process repeats the following year
- 9. What your membership renewal process SHOULD look like www.wildapricot.com Membership expires Member receives a reminder in their email Member pays online and renews membership Your membership database is automatically updated
- 10. Tip: Multiple reminders work! www.wildapricot.com People forget things!
- 11. What your strategy should be www.wildapricot.com Imagine your members’ membership expires in 45 days 14 Days Left Send Reminder 1 7 Days Left Send Reminder 2 On Expiry Send Notification 3 Days after Expiry Grace Period Email 7 Days after Expiry Final Reminder *Note 1: and if they renew, stop the email campaign! **Note 2: always give them the chance to opt-out of your emails.
- 12. The formula for a good renewal email www.wildapricot.com 1. Thank them for being a member 2. Notify them that their membership is about to expire — Give the exact date + how many days they have left! 3. Explain what benefits they will lose if they do not renew their membership (this is critical!) 4. Give them exact steps on how they can renew their membership with a link to a payment page 5. Give your contact information if they have any questions 6. Thank them again 7. Sign 8. Add a P.S. that reiterates all the above information in 2 sentences — many people skip emails but read the PS!
- 13. Strategy #2: Engaging Members
- 14. Here’s a cool stat www.wildapricot.com If a member makes it to Day 100 with your organization, odds are they will stay with you for 5 years. How much time do you spend welcoming new members?
- 15. How most people welcome new members www.wildapricot.com New member joins Member receives simple welcome email
- 16. What new members are often feeling www.wildapricot.com Your newest members are your most “excited” yet most “anxious” prospects ● Excited to join ● Excited to participate ● Also feeling anxious wondering if they made the right decision
- 17. The right way to welcome new members www.wildapricot.com New member joins Member receives simple welcome email Think bigger! Member gets invited to next event right away Member gets all information they need to succeed Member gets to talk to a human being!
- 18. The formula for a good welcome email www.wildapricot.com 1. Thank them for joining 2. Assure them that they’ve made an amazing decision! 3. List all the benefits they have just opened up for themselves by joining your organization 4. Get them engaged! Give them something to do! (This is critical) a. E.g. ask them to attend an upcoming event (with the registration link) 5. Give them all the logistical details for their membership 6. Give your contact information if they have any questions 7. Thank them again 8. Sign 9. Add a P.S. that reiterates all the above information in 2 sentences — again, many people skip emails but read the PS!
- 19. Bonus: Follow-up! www.wildapricot.com Remember: People forget things! Also remember: if you help new members succeed in the first 100 days, they’ll stay for up to 5 years! Check in after a week, 2 weeks to see how they’re doing! Call them via phone!
- 20. Strategy #3: Nurture Prospective Members
- 21. How much do you “Nurture” prospective members? www.wildapricot.com Are you nurturing potential members who are engaging with your organization?
- 22. Example www.wildapricot.com Imagine if you held an annual conference and several non-members registered. How can you help make them members?
- 23. Answer: Following Up! www.wildapricot.com With someone’s email, you have the opportunity to talk about all the wonderful benefits of joining your organization BIGGEST MISTAKE people make: They stop at the thank you email
- 24. What you should be doing www.wildapricot.com 1 day after Thank them via email 3 Days later Send them value via email 7 Days later Send them more value Prospect attends event All emails should ask them to become members!
- 25. Example of an email for prospects www.wildapricot.com
- 26. We’ve just scratched the surface www.wildapricot.com
- 27. Imagine a future where www.wildapricot.com ● Your members can auto-renew their dues ● Your events can be registered to online ● Your members receive renewal and event reminders ● You NO LONGER need to track everything in Excel What would you do with all that extra time?
- 28. Who uses Wild Apricot? Is this for you? www.wildapricot.com Over 16,000 small organizations with over 55,000 admins serve over 5 million members
- 29. How Wild Apricot brings it all together www.wildapricot.com
- 30. My one request www.wildapricot.com Our mission: to better the lives of passionate individuals running small organizations everywhere and to help those organizations make a bigger impact My one request: Please commit your time and energy to move your organization forward...we’ve helped over 16,000 organizations already and we can help yours succeed
- 31. Start a 30-Day Free Trial Today www.wildapricot.com Go to: www.wildapricot.com
- 32. Special Offer: If you upgrade to a paid plan www.wildapricot.com Get 15 months for the price of 12 when you sign up for an annual contract Step 1 Step 2 Step 3 Start a Free Trial Upgrade to a paid account on an annual plan (10% off) Email coaches@wildapricot.com with your account ID and we’ll give you 3 more months!
- 33. If you have questions www.wildapricot.com Email coaches@wildapricot.com We’d love to help you!
- 34. Thank you for attending!
Editor's Notes
- Dont make this a “what if” - teach them here. Talk with authority. “In my experience, its a good ideas to have a automated emails that go out 30, 14 and 7 days before someone's renewal date, you’ll be surprised at how many people will respond, and how much money you will stop losing.” Formula: -What you should do?, -why you should do it?, -how will you do it(show in product)?
- Dont make this a “what if” - teach them here. Talk with authority. “In my experience, its a good ideas to have a automated emails that go out 30, 14 and 7 days before someone's renewal date, you’ll be surprised at how many people will respond, and how much money you will stop losing.” Formula: -What you should do?, -why you should do it?, -how will you do it(show in product)?
- Dont make this a “what if” - teach them here. Talk with authority. “In my experience, its a good ideas to have a automated emails that go out 30, 14 and 7 days before someone's renewal date, you’ll be surprised at how many people will respond, and how much money you will stop losing.” Formula: -What you should do?, -why you should do it?, -how will you do it(show in product)?
- Dont make this a “what if” - teach them here. Talk with authority. “In my experience, its a good ideas to have a automated emails that go out 30, 14 and 7 days before someone's renewal date, you’ll be surprised at how many people will respond, and how much money you will stop losing.” Formula: -What you should do?, -why you should do it?, -how will you do it(show in product)?
- Dont make this a “what if” - teach them here. Talk with authority. “In my experience, its a good ideas to have a automated emails that go out 30, 14 and 7 days before someone's renewal date, you’ll be surprised at how many people will respond, and how much money you will stop losing.” Formula: -What you should do?, -why you should do it?, -how will you do it(show in product)?
- Dont make this a “what if” - teach them here. Talk with authority. “In my experience, its a good ideas to have a automated emails that go out 30, 14 and 7 days before someone's renewal date, you’ll be surprised at how many people will respond, and how much money you will stop losing.” Formula: -What you should do?, -why you should do it?, -how will you do it(show in product)?
- Dont make this a “what if” - teach them here. Talk with authority. “In my experience, its a good ideas to have a automated emails that go out 30, 14 and 7 days before someone's renewal date, you’ll be surprised at how many people will respond, and how much money you will stop losing.” Formula: -What you should do?, -why you should do it?, -how will you do it(show in product)?
- Dont make this a “what if” - teach them here. Talk with authority. “In my experience, its a good ideas to have a automated emails that go out 30, 14 and 7 days before someone's renewal date, you’ll be surprised at how many people will respond, and how much money you will stop losing.” Formula: -What you should do?, -why you should do it?, -how will you do it(show in product)?
- Dont make this a “what if” - teach them here. Talk with authority. “In my experience, its a good ideas to have a automated emails that go out 30, 14 and 7 days before someone's renewal date, you’ll be surprised at how many people will respond, and how much money you will stop losing.” Formula: -What you should do?, -why you should do it?, -how will you do it(show in product)?