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2 Membership Site Member Retention S . . .
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2 Membership Site Member Retention Strategies
Its inevitable. Members are going to leave your site one way or another. Losing a member does not have to mean saying goodbye forever however. Here are two tactics to help you regain members that you may have lost in the past.
But wait... before you go...
Several site owners have had success with contacting members immediately after they canceled. They are sent a follow up email similar to the one listed below to try and capture them back. Here is an example: "We are sorry to see your request for cancellation. In surveying past cancelling members, we've heard feedback that although they love the site, it became an economic decision for them. In the event this is the case for you as well, we would like to give you the opportunity to continue your membership but at a discounted rate. Instead of $19.95 per month, you can renew at $9.95 per month. To take advantage of this and stay on as a member, please renew your membership here: xxxxxxxxxxxxxxxxxxx This offer is only guaranteed valid for the next 48 hours. After that we reserve the right to cancel this special offer if you hadn't renewed yet."
We want you back!
Another strategy to consider is the "We want you back!" promotion. Consider emailing a quarterly offer to your expired members list. Some software programs such as MemberGate have a "send email" function which allows you to email expired members on your site. The goal is to create a compelling offer for those old members to renew. Some options include: A very heavy discount off a membership if they return A bonus DVD if they sign up for a year's membership at a strongly discounted rate Make it substantial enough that it is hard to ignore. Site owners who are doing this a few times a year have reported a very nice surge of income each time they send the promotion out. Do you have any member recovery tactics that have worked well for you? If so, please leave a comment below to let us know about it.
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Most Helpful Customer Comment or Reviews
This is a pretty timely article. I'm trying to capture expired members in a similar way but with a twist.
My industry is much more "offline" so I'm using Enthusem.com to send cards with "attachments" that lead back to a landing page on my site with the special offer. I'm offering a $97 annual membership, which is $82 off the normal rate.
I just sent 24 cards yesterday to test if this works. We'll see...
Here's my landing page (I know, pretty amateur):
http://www.landscapeleadership.com/public/195.cfm
Chris H.
LandscapeLeadership.com
I'm going to try the 'we want you back' promotion to celebrate our 1st birthday for our site. We've been in charter mode all year so some of these people who canceled may be surprised to hear about all the great things we've added. I'm going to try the renew your year for a really low rate of $80.88 (don't ask why that price - but that exact number I received a promo for and I took them up on it!) and see what happens.
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