Email 3.0 – Engaging Members in the Final 90 Days
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Learn how utilizing data can take your email communications to the next level during the membership renewal period.
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Email 3.0 – Engaging Members in the Final 90 Days
- 1. Email 3.0 – Engaging Members in the Final 90 Days Jeanette Brown, MBA Marketing Strategy Manager Informz
- 3. Can You Hear Me Now? If you can hear and see my slide, please note this in the question box to your right. If you cannot hear, please try re-dialing in, and let me know so I can be of assistance.
- 4. Email 3.0 – Engaging Members in the Final 90 Days Jeanette Brown, MBA Marketing Strategy Manager Informz
- 5. #1 2012 Membership Marketing Benchmark Report – Marketing General
- 7. About Me @emktg_guru
- 8. Agenda • Overview of key stats • Utilizing data • 90-60-30
- 9. Renewal rates by start of renewal effort Renewal 3 months or More than 3 Rate less prior to months prior expiration to expiration Less than 80% 51% 40% 80% or higher 49% 60% 2012 Membership Marketing Benchmark Report – Marketing General
- 10. What would you say to your members? “You get out of your membership what you put in” “Dues are less than a nice dinner for four, seriously?” 2012 Membership Marketing Benchmark Report – Marketing General
- 13. Definition of Persona • a character assumed by an author in a written work • the personality that a person (as an actor or politician) projects in public
- 14. Definition of Persona • versions of self that all individuals possess
- 15. Data
- 18. End of Career
- 20. Welcome Campaign Day 1 – Month 1 – Focus Automated on mailed benefits Member Joins to confirm they are email is sent to new member receiving them. Month 9 – Month 6 – Month 3 – Retention efforts Highlight Highlight begin benefit benefit
- 21. 90 Days Out
- 22. Alert them
- 25. 60 Days Out
- 26. Most successful lesson learned in membership marketing? “Segmentation is key. You cannot send the exact same message out to all members or prospects” 2012 Membership Marketing Benchmark Report – Marketing General
- 27. Target Content
- 28. Call Members
- 29. 30 Days Out
- 31. ROI Tracking
- 32. Weekly Email • Increase urgency • Calendar reminder • Simple, simple, simple • Target
- 33. A Lost Member is an Opportunity
- 34. Retention
- 35. Let us help you! Jeanette Brown brown@informz.com @emktg_guru Informz: www.informz.com 1.888.371.1842 @informz
Editor's Notes
- For today’s webinar, I am going to walk you through some statistics regarding renewal rates among other associations, utilizing data to best serve this communication period, specifically, understanding their needs beyond their member type. This is where we are going to explore the differences between generations in addition to professional stages.And lastly, a strategic plan starting at day 90. I will be providing you with three month strategy including a variety of ideas that have shown to work and stand out in the inbox.So let me ask you,