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Email 3.0 –Engaging Members in the Final 90 Days             Jeanette Brown, MBA           Marketing Strategy Manager     ...
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 ca...
Email 3.0 –Engaging Members in the Final 90 Days             Jeanette Brown, MBA           Marketing Strategy Manager     ...
#12012 Membership Marketing Benchmark Report – Marketing General
About Me           @emktg_guru
Agenda • Overview of key stats • Utilizing data • 90-60-30
Renewal rates by start of renewal effort  Renewal                                3 months or More than 3  Rate            ...
What would you say to your members? “You get out of your membership what you put   in” “Dues are less than a nice dinner f...
Value vs. Features
Definition of Persona • a character assumed by an author in a written   work • the personality that a person (as an actor ...
Definition of Persona    • versions of self that all individuals possess
Data
Young/New Professional
New to Management
End of Career
Assumption:Welcome campaign
Welcome Campaign                          Day 1 –          Month 1 – Focus                         Automated        on mai...
90 Days Out
Alert them
60 Days Out
Most successful lesson learned in membership marketing?  “Segmentation is key. You cannot send the exact    same message o...
Target Content
Call Members
30 Days Out
ROI Tracking
Weekly Email •   Increase urgency •   Calendar reminder •   Simple, simple, simple •   Target
A Lost Member is an Opportunity
Retention
Let us help you!Jeanette Brownbrown@informz.com@emktg_guruInformz: www.informz.com1.888.371.1842@informz
Email 3.0 – Engaging Members in the Final 90 Days
Email 3.0 – Engaging Members in the Final 90 Days
Email 3.0 – Engaging Members in the Final 90 Days
Email 3.0 – Engaging Members in the Final 90 Days
Email 3.0 – Engaging Members in the Final 90 Days
Email 3.0 – Engaging Members in the Final 90 Days
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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. 1. Email 3.0 –Engaging Members in the Final 90 Days Jeanette Brown, MBA Marketing Strategy Manager Informz
  2. 2. 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.
  3. 3. Email 3.0 –Engaging Members in the Final 90 Days Jeanette Brown, MBA Marketing Strategy Manager Informz
  4. 4. #12012 Membership Marketing Benchmark Report – Marketing General
  5. 5. About Me @emktg_guru
  6. 6. Agenda • Overview of key stats • Utilizing data • 90-60-30
  7. 7. 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
  8. 8. 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
  9. 9. Value vs. Features
  10. 10. 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
  11. 11. Definition of Persona • versions of self that all individuals possess
  12. 12. Data
  13. 13. Young/New Professional
  14. 14. New to Management
  15. 15. End of Career
  16. 16. Assumption:Welcome campaign
  17. 17. 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
  18. 18. 90 Days Out
  19. 19. Alert them
  20. 20. 60 Days Out
  21. 21. 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
  22. 22. Target Content
  23. 23. Call Members
  24. 24. 30 Days Out
  25. 25. ROI Tracking
  26. 26. Weekly Email • Increase urgency • Calendar reminder • Simple, simple, simple • Target
  27. 27. A Lost Member is an Opportunity
  28. 28. Retention
  29. 29. Let us help you!Jeanette Brownbrown@informz.com@emktg_guruInformz: www.informz.com1.888.371.1842@informz

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