When it comes to the environment, the three R’s are reduce, reuse, and recycle. But when it comes to association management, the three R’s are recruit, renew, and retain.
How are those three R’s coming along for you? If renewals happen to be a problem, check out these quick email dos and don’ts:
DO make it personal
You want people to pay attention to your emails (especially your membership renewal emails), and the best way to do that is by including personalized information. In the introduction of your email, be sure to include your member’s first name, as this is what’s going to grab their attention. If you can insert other personalized information as well (prices, dates, etc.), that’s even better.
Note: If you’re utilizing an association management system, you DON’T have to do this manually. An AMS integrates with your organization’s database, meaning it can pull in all of this personalized information for you. (Whew!)
DO thank them
Whether a member is planning to renew or not, you still need to thank them in the introduction of your email. Their membership has been valuable to you, and it’s important that you acknowledge that. Consider saying something like this:
We would like to take this opportunity to thank you for your support over the past twelve months. Your involvement in [Association Name] is extremely important to us and very much appreciated.
DON’T forget to mention benefits
Somewhere in your renewal email, you’ll want to include a list of membership benefits, especially 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’re still deciding whether or not to renew, or just haven’t gotten around to it yet, please let us remind you of some of our most popular member benefits...
DON’T make next steps complicated
Let’s say your email copy resonates with people and they’re ready to renew - right then and there. If so, that’s GREAT! Just don’t make it complicated for them by excluding next steps. Make it easy by allowing for one-click renewals via that very same email. (Again, with an AMS, this is extremely easy to do.)
Now the renewal process requires a bit more than just sending out emails. For a complete list of best practices, check out our free guide, Best Practices for Membership Renewals, below!