If your association was a planet, your members would be the stars.
But really, when it comes to anything your association does, you want to make sure your members are honed in and paying attention. After all, an engaged member is far more likely to renew with your association in the following years.
But with every association, there are just some members that lose their way and become hard to contact. Let’s call them “out of orbit” members; Referring back to your association as a planet, these members are no longer in your atmosphere, seemingly lost in space.
So, it’s up to your association to pull these members back in and gain their attention all over again.
While this can seem like a harrowing task for anyone, it doesn’t have to be. In fact, there are a few different ways to keep your members from floating off into space.
Let’s go over a few tricks and tips we have up our sleeves on how to engage those hard to reach members. We’ll show you exactly where to reach them, how to appeal to them, and hopefully, how to reel them back in once and for all.
So, if you want to keep your members orbiting around your every move, here’s what to do.
Emails- they’re a great way to reach out to your member base without the abrasiveness or urgency of a phone call. And they can do a lot of good for your association – in fact, out of 254 professionals surveyed by Emarketer, 80% claimed that email marketing had driven up both their customer acquisition and their retention.
So, why not incorporate a strong email technique into your re-engagement strategy? This is where a win-back email comes into play.
A win-back email is exactly what it sounds like- a way to win back the attention and engagement of lost members through a well planned out email. It’s true, many of us have signed up for an email service and completely lost interest months, weeks, or even days after. But what a win-back email does is works to gain attention from those who have forget about their email subscriptions.
With a well-planned win-back email, your association can increase its open rates and overall engagement. But what should yours include?
To start, you always want to have a killer subject line.
A subject line is what can make or break your email open rates- so how does yours look? If you’re looking for a way to spruce things up, try personalizing things. Use your members name within the subject line to create a more immediate feeling with your emails.
You also want to create a sense of urgency, giving members no choice but to engage with your email. Think of something like this: [member’s name], it’s time to come back.
Or, you can go a different route and offer them a friendly approach. Using phrases like “we miss you!” or “long time no see” can give you the personal advantage to win back your lost email list.
Shorten your content
Feel like your members are dropping like flies when it comes to engagement? It might have to do with your content.
While your association’s content is a valuable source of industry information for your members, it could be overwhelming members enough to turn them off from your content altogether. There’s only so much time in the day, so you want to make sure your content takes that into consideration.
So, when creating content for your members, it might be a good idea to cut back.
What does this mean? Well, if your association is typically one that produces long-form content, you might be overwhelming your members by providing them more information than they can bite off and chew. Or, you may be producing a high quantity of content as such a fast pace that members just can’t keep up.
In order to combat this, assess your content’s engagement rates and act accordingly.
For example, if your longer-form content isn’t getting the attention from members that you’d prefer, try creating more short-form content in the future. Or, if you see engagement drops when you release your content, it could have to do with the quantity of content you put out. In that case, it might be best to step back and allow your members to consume content before releasing more.
In any case, content promotion may also help you cut back on content.
If you spend time promoting your content instead of creating it, you could actually see an increase in your content engagement. After all, Neil Patel states content marketing is 20% creation and 80% promotion.
Bring your members back down to earth by giving them more easily digestible content.
Find alternative communication channels
Can’t seem to find a way to your members through your traditional method of contact? It’s time to switch up your communication approach.
Let’s face it, it can be hard to stay connected with members if they aren’t located close to your association. For those members you can’t connect with through in-person events and meetings, you may have to find another route to get them on track.
As we mentioned before, email is one way to reach those hard to contact members. However, some members may have checked out from email altogether. If that’s the case, your association might be wondering what the next move is.
One way to combat that loss of connection is to reach out through social media.
With social media being a quick and easy way for people across the globe to receive information, it’s no wonder why this channel of communication can work well for your association to reach out to members. If you’ve lost that connection through more communication-dense channels like email and phone call, social media is a less committal way for members to get back onto your association’s radar.
Be sure your association has a social media account on all major platforms, and any other platform your membership may be congregating on. Then, it’s time to do some outreach.
You can promote communication on your social media channels by creating an open dialogue between yourself and currently engaged members. You can also promote your association on these social media and get the word out (think paid promotion and hashtags!)
With alternative communication channels, your association can pinpoint these out of orbit members and send out a message to try and reel them back in.
Gaining back the attention of your members can be tricky, but it doesn’t have to be rocket science. If you can assess your current engagement levels within your membership and see which members have floated off into space, you can work towards creating a better engaged and interactive membership for the future.