Let’s face it, when your members receive automated renewal emails they know it’s automated. But with these 5 tips you can make your automated renewal emails a success.
Focus on the Member
Most automated renewal emails I receive toot the horn or the organization, not the member. Make sure your email illustrates the benefits from the members perspective.
One way to do this is to restructure your sentences to put the focus on the members. For example instead of saying “We provide opportunities to network with industry experts.” say “You will have the opportunity to network with industry experts. Both sentences say the same thing. However, by putting “you” in the front it makes that benefit more about the member.
Make Sure to Include Clear Directions on Renewing
Make it easy for your members to renew. Include clear instructions that are geared towards the way that member is paying. If they are paying by check include an address to mail the check. If they are paying by credit card include a link to the page on your website where they can make their payment.
Appreciate Your Members
Your members play a large role in the success of your organization. Even though automated emails may not provide the opportunity to highlight the individual member contributions you can still recognize what the membership as a whole has accomplished.
You can thank members for helping to achieve goals, participating, volunteering… Don’t list names in this area as every member will look for their own name and it’s impossible to list them all. Thank the membership as a whole and highlight different groups. This may also show some members new areas to get involved.
Write for the Busy Reader
Use headings and bold to highlight the most important aspects of the renewal email. Although you want to include complete information for those members who spend the time to read the whole email, you want to ensure that those just skimming the email will easily see how and why to renew their membership.
Know When It’s Time to Pick Up the Phone
Not all of your members will respond to automated emails. Sending more than one can be beneficial as a reminder. However, if you’ve already sent 2 and the member hasn’t responded it may be time to pick up the phone.
Calls can not only increase your membership renewal rate but they can also provide valuable feedback. If you have a lot of members you may need to get help in making the calls from your membership committee or board members. These call can be difficult to make so be sure to provide a script or talking points to those making the calls.