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The Customer Happy and the Customer Success team are frequently inquired about ways to attract new members, but seldom will we hear from customers what is the most effective way to greet new members. This sets a precedent to engage and introduce new members to your organization, while also creating a memorable first impression. Below are the four most important points we've identified to ensure that your new members will feel at ease and right away at home.
1. Welcome email, redirection page and a link
Many of the bad experiences that I've had with customers is due to lack of instruction or communication on what the user should do right away following joining.
The customers I advise to think that brand new members aren't aware of how to use the software they've purchased. Our approach to the issue can be done in two ways by:
Create a memorable redirect page which can either provide specific next steps or direct those who are brand new to the website to search their email to find an email inviting them to join the club which is specifically designed to answer all questions a new member may have. (This might seem to be an insignificant thing, but most members don't take enough time to do this.)
Informing members that new content is out there, as well as reminders about how to gain access to this content.
In my experience, the majority of instances where auto-renew is stopped immediately after joining are caused by inadequate onboarding or lack of instruction.
2. The preview of the future content and the benefits
A different strategy that is effective is to send previews of content for members as well as other benefits ahead of when they are accessible. The members have something they'll be able to look forward and monitor.
It is possible to do this by sending emails that target the newest users who joined within a recent timeframe (that the client can define).
3. Social engagement
I've told one of my clients to share shout-outs with their followers on social media. The results have been positive: new members get recognition and future members regard this as social proof. This is a win-win situation.
One way to achieve this is by asking the new members to answer the welcome messages with their Instagram handles, or with their Facebook address to get the opportunity to be featured. We have some clients who utilize an app called social proof FOMO which integrates with Stripe and allows pop-up ads to be displayed on their web pages.
4. Assist new members in building equity
Asking new members what type(s) of material they would like to view is a great way to make them feel that they have an interest in the members. If membership managers ask members for their feedback and take the time to follow up with that feedback, it could increase trust in the members immediately. All of this could be accomplished via email by inviting members to respond to the welcome email.
Conclusion
However, the actions that clients do to create an immediate personal connection with their members is always a key element in retention. It also opens the door to expanding future revenue. This is why it's probable that the customer will be open to the idea of an upsell, to offer even more worth in the future.
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