A lapsed membership. Every membership business deals with this problem. It’s frustrating and sometimes discouraging, but it’s a normal part of the business.
Your membership business already has a member retention strategy set in place, right? So why not have a lapsed member strategy laid out as well?
In this article, we will explain a few things you should implement into your membership site’s processes to help you successfully win back your lapsed
Give Them Some Space
It’s natural to panic when you discover you have a lapsed member, and it’s also natural to immediately jump on your email to try and reach out to them. However, this isn’t always the best idea and it can actually do more harm for your membership site than good.
Instead, give them some space. Perhaps there was an error with your customer’s card or bank information, or they just couldn’t afford the membership at the time. Give them at least a few days to have some space, and then reach out to them. Let them know about new member benefits, services, or online courses that your membership site has.
Emphasize Your Membership Benefits
Speaking of member benefits, another great way to win your membership back is by reminding them of all the great things your site has to offer.
Create a list of all of your membership benefits and explain to them in detail so your members can understand just what they’re missing out on. And the great thing about this is that you can keep the email as a template and add to it for future reference!
Create A Member Exit Survey
An excellent first step to winning back lapsed members is by finding out what made them lapse in the first place, and you can do this by creating member exit surveys!
When your customer fills these surveys out, you are encouraging engagement with these lapsed members, while also finding out just what made them lapse and how your membership site can improve.
You can then use this information to email these members to let them know that you’ve heard what they have to say and that you’d love to have them rejoin and experience the great benefits that your membership site has to offer or let them know about updates and tweaks to the membership business.
Offer A Renewal Discount
Everyone loves discounts, so why not use that as a way to win back your membership site customers?
Perhaps send them an email letting them know that you really appreciate their membership and that they are such a valued customer that you are willing to discount their renewal fee.
You don’t necessarily have to discount membership renewal; you can discount a product, tickets to an event, or a webinar.
Offer An Extended Trial
Another good idea to implement into your win back campaigns is the idea of offering an extended trial of their membership.
Try offering an extra free 30 days of their membership to remind them of what they are missing out on, a piece of free content, or extra time in a course. This keeps your members engaged and even makes them want to renew before the trial!
The primary goal of a membership site owner is to successfully retain members for as long as they can, so when a membership lapses, it’s a scary situation.
But keep in mind that a lapsed membership doesn’t have to be a death sentence for your business. Create a solid strategy to win back your members and you will be sure to keep them in your good graces!