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Our Customer Happy and the Customer Success teams frequently get questions about marketing to prospective members. We rarely get members asking for the most effective way to take on newly acquired members. This is a fantastic way for engaging and welcoming new members to your organization as well as creates a positive first impression. These are the top four factors we've identified to ensure that new members feel comfortable and comfortable right from the start.

1. A welcome email is sent, a redirection webpage as well as a hyperlink

A significant number of the bad experiences that I've witnessed for clients is due to the lack of instructions or information around what the member should do right away following their signing up.

I tell my clients to presume that the new members know nothing about how to use the membership they've just purchased. How we handle this is several various ways:

Make a unique redirection page that either provides the steps clearly, or asks members who are new members to the site to check their email inboxes for an email inviting them to join. It should also aim to respond to any possible question a new member may be able to ask. (This may seem like a trivial thing, but lots of customers aren't taking the time needed to develop this.)

Notifying members when new content is made availableand reminding them of how to gain access to that content.

My experience has shown that the majority of instances where auto-renewal stops immediately upon joining are result of insufficient onboarding as well as inexperience.

2. Future content previews and the benefits

A different strategy that is effective is to provide previews of member features and other benefits ahead of when they are available. Members have something to look forward to and 'hang around for'.

This can be achieved with targeted email marketing campaigns that concentrate on new users that were added to the list within a short period of time (that the client can define).

3. Social engagement

I've advised certain of my clients to give the shout-out to their members' new friends through social media. This is a huge benefit as new members are recognized and future members perceive this as  social proof. This is a win-win situation to everyone.

One way to achieve this is by asking the new members to reply to the welcome email by providing your Instagram handles, or with their Facebook username to be eligible for the opportunity to be featured. A few of our customers make use of a social proof tool called FOMO that integrates with Stripe and produces pop-ups to their websites.

4. Aid new members to build equity

The question of asking new members what type(s) of content they would like to read is a great way to make them feel like they are having an interest in the members. If the membership manager asks members to share their thoughts and then allow time for them to respond by offering their feedback, they can aid in building trust right away. All of this could be done via email, inviting members to answer the Welcome email.

Conclusion

However every thing that a client could do to establish an immediate intimate relationship with their customers is consistently a driving factor to retain customers and provides the opportunity for increasing the future revenue. This is why it's more likely that a member will accept any idea of a rise in cost, which will provide additional benefits later on.

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