Your membership renewal emails could be the most vital communication pieces you send out all year. So how to do you make sure your members actually read them? Well, we’ve got four tips to get you started:
Your opening line is the most critical part of your renewal email. If it doesn’t pertain to a specific individual, it’s likely to get written off. Make your emails personal by including your member’s first name in the introduction.
Now a lot of organizations like to include titles, such Mr., Mrs., and Miss. If you can do this without error, then by all means, please do. That being said, titles can be a huge issue for some people (especially if you get them wrong). So if you THINK you might make a mistake, best practice is to just leave them out.
Thank your members
At the beginning of your email, it’s always a good idea to thank your members. After all, your members are the lifeblood of your organization. Even if they’re not planning to renew, their membership has still been appreciated. Consider adding a paragraph like this to your membership renewal email:
We would like to take this opportunity to thank you for your support over the past twelve 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.
Somewhere in your renewal email, you’ll want to include a list of membership benefits. This is especially important if you’ve added new benefits to your organization within the past year. You may want to say something along the lines of...
If you are still deciding whether to renew, or just haven't gotten around to it yet, please let us remind you of what you will be missing if you do not renew:
[List of Membership Benefits]
Include a link to renew
If your email copy is good, members might want to renew right away. Don’t make it hard for them by excluding the necessary next steps. Include a link for them to renew right there in the email.
If you’re using an association management system, you can easily allow for one-click renewals via your emails, website, or member profiles. MemberClicks is a good example of this. Our platform allows for one-click renewals, so all your members have to do is enter their payment information and go.
As you know, the membership renewal process requires a bit more than just sending out emails. By following a few best practices, you can actually increase the likelihood that members will rejoin. See what those best practices are in our free membership renewal guide below!