“Are Your Emails Relevant?”

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Membership, Retention

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I just finished deleting the 197 emails that accumulated in my in box during our office
move. I’m getting pretty good at scanning the “subject” line and hitting the “delete”
button. I know that inside some of those emails there is probably some information that I
would have an interest in, but after receiving so much “irrelevant” email from the same
people or businesses I have to assume it’s going to be more of the same so I just hit
“delete”.

Here is a great example that will be included in detail in the “Renegade Retention
Secrets” Vol. 2.

Kate and I fly a lot. We are also frequent flier mile collectors so we sign up with every
airline we use.

Here’s typically what happens: We fill out a form that has all of our “vital statistics” like
address, nearest airport, how many times a year we fly, email addresses and all of the
information they ask for. We get an automated “thank you” email and then a funny thing
happens.

They start sending special offers on cheap flights. I always like a bargain so when I get
the “Hi Rob, we have a special airfare just for you” email I open it and look. Guess what?
Even though they know I live in Washington State and the nearest airport is SeaTac in
Seattle they send me an email with a special low price fare from Denver, Colorado to
Miami Beach, Florida. I delete it and over the next couple of weeks I continue to get the
same “junk” from them even though they know where I live, what type of flights I prefer,
the nearest airport, etc.

Of course, after getting six or seven irrelevant emails I just start hitting “delete” and
probably miss out on that one offer for a $69 flight from Seattle to Los Angeles that
would have been perfect for me. Oh, well.

They kind of lost me at “hello”.

Are you sending relevant email to your members?
 
Do you create an email for a “plumbers” certification class and then send it out to the
entire membership?

Do you send the latest “build green” idea to the 60% or 70% of your non-builder
members?

We are members of several Associations around the country so I get a pretty good
cross-section of emails from them (keep them coming) but, I have to admit that after
getting the 3rd reminder about the “carpentry safety” class I start using that delete button
pretty aggressively. You can bet your members do the same.

I know this will take some time, but in the long run it will be amazingly valuable when it
comes to getting your emails read by the right people.

Begin segmenting your membership list and only send relevant emails.

If it’s for plumbers, send it to plumbers. If it’s to enter a home for your “Parade of Homes”
send it to builders. If it is for the membership committee, send it to the membership
committee. If it’s an announcement to come and proof your Trade Show Guide ad, send
it to people who bought ads.

As you know, time is at a premium for most businesses. If you send them timely and
relevant information they will know that you really are interested in their future. If you
send them all kinds of “stuff” because it’s easier to just “hit the send button” you will lose
their attention quickly and in many cases forever.

As in the airline example, you too have the “vital statistics” on your members. Use them
to your advantage – and theirs!

Just one more tip – be as specific as possible in the “subject” line of all of your
emails. Make sure that the “subject” line tells your member what’s inside. It will increase
the “open rate” with the people that you really want to reach and also allow the
uninterested to scan and delete.

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Understanding and dealing with “Milestone Members”

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Membership, Retention

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Every member in your Association reaches some sort of “milestone” over the course of their membership. When it comes to retention, acknowledging and recognizing these milestones will increase renewals significantly. Read through the following milestones (you can probably come up with more) and make a decision to “recognize and reward” as often as possible.

Membership Milestones:

New membership

First General Membership meeting

First event participation

Joining a committee

Recruiting a new member

Every “renewal anniversary”

Any financial contribution

Any volunteer participation

Attendance at a legislative event

Birthdays Business Anniversaries

Consecutive meeting attendances

…the list goes on and on

Each of these “milestones” is an opportunity for recognition from the Association. For many people it may be the only recognition they get.

There is a famous quote – “A man will work hard for a dollar, but will die for a ribbon”.

We use the word “ribbon” as a form of recognition loosely. A “ribbon” can be a thank-you note, a pen, a mug, a t-shirt, a public congratulations or words of appreciation, a plaque, a pin, special event seating, a complimentary dinner or drink, a mention in the newsletter or even a simple phone call. The “secret” is that each and every one of your members will reach some sort of a milestone many times a year. Your role is to make sure these milestones are acknowledged frequently and aggressively.

Special note on the “tenure” milestone

Send a “ribbon” that recognizes members at all levels of tenure. This means that you need a “ribbon” to “award” first year members, second year members, third year members and so on. Send a card each year with a small pin and a personal note of thanks signed by the entire board.

Mail them a t-shirt with the Association at year two or three. Go get some ribbons numbered one through five and award them at a membership meeting whether the recipient is there or not! Put the rest in envelopes with a HANDWRITTEN note of thanks. Recognize the milestones in your newsletter. Always, give the recognition in some way prior to sending the renewal notice.

For the record, the renewal notice is NOT a form of recognition. It’s an invoice. While it’s great to add a handwritten note on each invoice, it is not the envelope that you shove an unsigned form letter from the President into and call it “recognition”.

Remember, membership retention is often toughest in the early years of membership. Do you really only want to have “ribbons” for your five year, ten year and longer members?

Don’t wait. Recognize every level of membership at every chance you get…even if it means spending a little extra on postage or adding a page to your newsletter or a section on your website. Be creative and be consistent.

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“Try 777 at Your Next Membership Meeting”

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Retention

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First, let me admit that this is not an original Oliver Group DIRECT  idea. I actually found
it on a Chamber website. All I have done is “twisted” it a little so that it can be used as a
retention tool.

It’s really, really simple.

At your next Membership Meeting invite 7 new members to take 7 minutes and give 7
business or industry tips each to the audience. That’s it – 777.

Now a little detail about the process. A lot of business people cringe at the idea of giving
a presentation or speech. Some people actually prefer “death”. But almost anyone can
be comfortable offering 7 “quick tips” about their industry or business for just 7 minutes.
It’s even more comfortable because it is in a group setting with 6 other members.

With 7 new member on the “panelists” each allowed just 7 minutes to give 7 tips, each of
your members will get 49 tips in 49 minutes.

The 777 format is great for the “presenters” but is also fun and informative for the
Membership Meeting attendees.
 
Why have new members participate in the 777 program?

It’s a great “Trojan Horse” to get them to come to a Membership Meeting, introduce
themselves and begin the business relationship building that will demonstrate the value
of membership in your Association.

The 777 format can really be used with any segment of your membership. You can even
reduce it to a 333 program or a 555 program. The point is that the more you can get your
members exposed to the rest of the membership, the better your retention rate will be.
 
And besides, a fast moving, entertaining and informative 777 program can really
add some “life” to a Membership Meeting.

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