New member acquisition is often a lengthy and expensive process, which is why we want to show you how to avoid early drop-offs. So, what can be done to keep your new members engaged and make sure they get what they were looking for and even more?
In an ideal world, the year 1 experience would be warm, welcoming, and tailored to the specific needs of new members. Starting with a welcome email programme, this could be extended with a ‘starter pack’ of resources, feedback loops, and special events for new members.
First, get your priorities in order. You should know what you're trying to achieve. Consider uber aims like the growth of your membership base, member satisfaction, and of course: payback on the cost of acquisition.
Prove the value of membership by taking steps to understand your members. Then, use this information wisely to deliver what your members want for their first year and beyond.
Best practice includes:
- A warm welcome
- Regular tailored communications
- Essential resources, events, and learning opportunities
- Making it personal
Head of Consultancy Neil Rosewarn and Senior Marketing Strategist Lucy Conlan delivered a talk, in partnership with Memcom UK, on "a year in the life of a member". They gave guidance on how to optimise the year one membership experience and explored the ways Preside can help you achieve your goals.