‘Tis the season for membership renewals! Have you started sending renewal reminder emails out yet? What’s the response looking like on those?
If you haven’t started yet or the open/response rate seems a bit low, make sure you’re incorporating these four elements in your renewal reminder emails:
To grab people’s attention, make sure you’re personalizing each renewal reminder email you send. That means including the member’s name (at the very least), possibly their member type, and their exact expiration date. The purpose of this? Well it’s nice to personalize any email, but it’s especially important when asking for people’s money. The last thing you want is for people to think you ONLY want their money and don’t care about them as an individual (which obviously isn’t true).
“But we’re a staff of only two! Personalization just isn’t possible.” It is with an association management system! Because an AMS houses your organization’s database, you can have the system pull in any information you have in your member database in your various emails. That’s a HUGE task taken off your plate and an extra little touch of delight for your members.
Whether or not a member chooses to renew, you still need to thank them for their membership over the past year (or few months, depending on your membership model). Let them know that you’ve appreciated their involvement and support of your organization. (And make SURE this is the first part of your renewal reminder email.)
3. A list of member benefits
Many of your members may be on the fence about renewing. Is it worth it? What am I really getting out of my membership?
Answer those questions in your renewal reminder email! Include a list of your primary member benefits. Notice how we said primary. There’s no need to list ALL your member benefits. You’d lose readers halfway through. Rather, list your top 3 - 5 member benefits - the things people want and take advantage of the most.
4. A quick link to renew
Last but not least, you’ll want to include a quick link to renew. Don’t make your members go jumping through hoops to renew their membership. (Chances are, they won’t.) Rather, have that link take them to the exact page they need to complete the renewal process.
We’ve said this many times and we’ll say it again: The easier you make it for people to renew, the more likely they are to actually do so.
Now it’s easy to list the elements of a good renewal reminder email, but what does this actually look like in full email form? Below is sample copy for a renewal reminder email:
Hi [First Name],
We’d like to take this opportunity to thank you for your support over the past 12 months. We value all contributions to [Association Name], and memberships make up the lifeblood of our organization. Your involvement is extremely important to us and very much appreciated.
That said, we know you’re busy and just want to take this time to remind you that your membership with [Association Name] will expire on [Expiration Date].
If you’re still deciding whether or not to renew, or just haven’t gotten around to it yet, please let us remind you of what you’ll be missing if you do not renew your membership with [Association Name]:
[List of Membership Benefits]
We hope that you’ll take this time to renew your membership and remain a part of our community. It couldn’t be easier - just click here to renew!
Want more tips for boosting membership renewals at your association? Check out our free guide, Best Practices for Membership Renewals, below!