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.

1. Win Back Lapsed
Members
Jenny Lassi
Director of Operations
HighRoad Solution
@highroadjenny
@jennylassi

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

3. http://pages.highroadsolution.com/sdma-2017-download-the-report

4. Association Marketing Overall Effectiveness

5. Member Perception of Association Marketing &
Communication Efforts

6. Marketing Tactics Effectiveness

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

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

12. • Automated Membership
Lifecyle Messages
• Manual 3-Touch Point
Program
The How

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

16. Win-Back Anatomy

17. Things to Think About

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

19. Open Motivation
Preview Text, Preheader Text & Subject Line

20. Open Motivation

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.

22. Email Anatomy Checklist

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

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

28. Move the Needle

29. Win-Back Anatomy

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

32. ~1-Week
Cadence

33. • Strong emotional appeal
• Value add
Touchpoint #2

34. ~1-Week
Cadence

35. • Strong emotional appeal
• Value add and possibly…
• Teachable moment
Touchpoint #3

36. • You may not net the conversion, but
there is no harm is asking the
constituent “Why” they chose to not
renew.
Teachable Moment

37. Growth Mindset

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

39. Be Better By Listening

40. Grow - Evolve

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?

44. • http://pages.highroadsolution.com/sdma-2017-download-
the-report
• https://www.asaecenter.org/resources/articles/an_magazin
e/2016/november-december/data-membership-dues-arent-
the-only-revenue-stream
• http://www.asha.org/associates/Why-Do-Associations-
Exist/
• http://marketingland.com/email-win-back-programs-work-
81574
Resources

45. Marketing Technology for Associations
Jenny Lassi, Director of Operations
HighRoad Solution
Email: jenny@highroadsolution.com
Twitter: @highroadjenny
www.highroadsolution.com
www.highroadu.com