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For most people who run a membership program, email communication is a top three activity driver. It’s up there in importance with an organization’s revenue and growth strategy, not even an entirely separate entity. It takes time, and rightly so for some emails, but membership management software can automate much of this communication.
As a measure of its importance, email communication touches every component of a membership program. It’s a foundation.
Let’s map out some of the core components that nearly every organization considers when managing their group:
This list isn’t exhaustive but illustrates that each action or touchpoint requires a different type of communication. Let’s dissect a typical membership cycle, from beginning to end, with a lens towards how you can optimize each.
Definition: Not full members yet, but they have expressed interest and ended up on your radar.
Goals: Help a prospective member understand the value of joining your organization. Get them to join!
Recently Joined Member
Definition: A brand new member! Congrats!
Goal: Let a new member know important information and reduce the administrative burden to reach out to every new member.
Definition: Email communication intended for active members only.
Goals: Share relevant information that is intended for your active members. This information can be a significant source of added value to your membership offering.
Definition: Members (or non-members) that share a common thread, like membership tier or status.
Goal: Send targeted, valuable content to segments of your membership database.
Definition: Memberships that are about to lapse.
Goals: Encourage members to renew before their expiration date.
Outside of the email strategy outlined above, rooted in a membership cycle, your organization will need to reach out to members on other occasions. This standalone communication can include event updates or monthly newsletters.
Either way, all communication should start with a tightly synced mailing list and a member database. This will allow you to accurately grow and target the people you need to reach out to regularly.