Have lapsed members? We all do and we all know that some subset of our lapsed member list would return if we only ran the right campaign. Join this webinar to learn about win back strategies and how you can employ marketing automation to re-activate lapsed members.
2. • Email effectiveness as a whole
• Is Email effective in winning
back lapsed members?
• What is a Win-Back campaign?
• What does it accomplish?
• What does it involve?
Today’s Agenda
8. • The purpose of any form of
messaging is to get in front of a
constituent, motivate them to go
somewhere to do something.
• The purpose of a Win-Back Lapsed
Member campaign is to get in front
of a lapsed member and
motivate/remind them to renew.
The What
9. The Why
Source: ASAE Foundation, Association Operating Ratio Report,
15th Edition
10.
11. • What percentage of members renew
before their memberships lapse?
• What percentage of members renew
within a month of their membership
lapsing?
• What percentage of members renew 1-3
months after lapsing?
• What percentage of members renew 3-6
months after lapsing?
Side Question: Do you have an auto-renew
option?
Performance Expectations
13. • Hyperpersonalized Emails
• Automated workflows/drip
campaigns
• Recurring messages that key off of a
date field on the constituent record
Email Automation
14. • Automated Membership
Lifecyle Messages = All Year
• Manual 3-Touch Point
Program = Q1/Q2 and could
stretch a bit into July but be
completed by Mid July
The When
15. • Have all Win-Back, Permission, Re-
permission, Engagement campaigns
wrapped up by Mid-July because
that is when ISPs begin to adjust
their inbox algorithms for increasing
email volumes for Back-To-School
and the holidays.
Deliverability Wrap-Up
18. Pre-program data analysis to cleanse
data universe of invalid lapsed member
emails prior to sending.
Scrub true invalids & revalidate false
positives
Must have DKIM/SPF/DMARC
Not on any Blacklist (RBL)
Template
Content
Before You Roll
21. Constituent Choices
As of September 2016, IOS
devices join Gmail, Yahoo
and Microsoft for adding their
own List Unsubscribe to the
top of emails which is the first
thing your subscriber sees,
bypassing yours in your
footer so add your Manage
Preferences/Unsubscribe
links to your email’s pre-
header to minimize
subscribers using theirs and
not yours.
23. Responsive with Text/CSS/Media Queries
Preview Text
Preheader Text
Single column fluid layout
Limited teaser text with CTA
Make sure images are readable when
they scale up to 320px or scale down
24. Responsive, single column fluid layout
Consistent branding across all messaging
template assets (not just your logo)
Litmus Analytics & Rendering Checklists
Google Analytics UTM tracking codes
25. • Hyperpersonalized Emails
• Serving content based on areas of
interest factoring in behavioral data
• Can be a bit of editorial created
content static to all but don’t lead
with it
• Insert Membership Lifecycle
Messaging in all emails
Email Trends
26.
27. • Bundles together the management
and reporting of digital marketing
and sales funnel management in
one platform so that you can
measure performance for all renewal
initiatives
Marketing Automation
30. • Strongest emotional appeal
(remember a lapsed member is
more likely to renew within the first
month or 2 after their membership
has lapsed)
Touchpoint #1
31. • Direct mail has value for the lapsed
members who don’t have a deliverable
email address.
• Use this opportunity to create a mailer
(recommend large format self mailer) for
non-deliverable email addresses.
• 2-Drops (Touchpoint #1 to non-deliverable
email addresses & post email campaign
roll-out non-responders
Transform Touchpoint #1
38. • ASAE defines an association as
"an organization or group of
individuals affiliated with one another
who share a common purpose,
interest, or mission and exist for the
mutual enrichment and
advancement of their membership"
The Purpose
41. • Reporting (total conversions &
conversions per touchpoint)
• Non-responder handling
• Flag invalid AMS records as “Has Bad
Email” (combine known invalids and
emails resolved as invalid during the Win-
Back campaign roll-out)
• Suppress non-responders who don’t
engage in your emails in the last 6-
months from all email distribution
Post Campaign Analysis
42. • Automated Drip is Ideal
• Wrap up any bulk sends by mid-July
• Any opportunity to cleanse data is a
good one
• Non-responder handling essential
• Learn - Grow
Win-Back - Key Takeaways
43. • If you’re interested in sharing your
campaign conversion rates for a
Win-Back case study, reach out to
me on LinkedIn and/or Twitter
Case Study Candidate?