Congratulations! Your Membership Campaign Generated a Ton of Leads. Now What?

By | Industry, Marketing, Membership | No Comments

Your inbound leads for membership come in cycles. A successful event or marketing campaign can generate many leads at once, overwhelming your membership sales team. How do you know which leads to chase first? There is no good way to tell if that lead was really interested in you or was just trying to get a free t-shirt.

When faced with a long list of potential new members, staff often cherry pick leads for follow-up or invest time endlessly chasing what they hope are good leads, leaving the bulk of the leads go cold.

It typically takes 8 or more calls to reach a lead but only 10 percent of teams persist in engaging a lead after failing the first few times. It’s a losing battle. Here’s a few reasons why:

  • Never enough membership resources – Most leads never get reached by staff
  • Don’t call me – According to SalesForce, 90% of buyers want to decide when to engage with a company, and according to Forrester Research, 82% of customer want to know more about you before connecting. Almost all of them prefer to connect with your company on your own terms.
  • Bad timing – The first five minutes after a lead comes in are crucial. Accoding to InsideSales.com, if you miss out on that window, you are 9 times less likely to close the sale. Half the sales go to the person who connect first. Your lead scoring system misses the real-time opportunity by hours or days.
  • Your staff needs more information to do a good job – Membership sales staff needs the right person to call, the right contact information, the right time to call, and the member interests to do their job effectively. What if you had a way to ask these questions easily – before passing the lead to staff? Leads will volunteer valuable information if you ask.

 

Wouldn’t it be great if you could hand-off just the hot leads that are ready to join now? Daxko has partnered with Conversica, a leader in AI-powered business conversations and the only provider of AI-driven lead engagement software for marketing and sales organizations to offer an AI-driven membership sales assistant named Nora for the member-based health and wellness market.

Nora utilizes 8 different types of conversations to reach out to your membership prospects and help foster new memberships and engagement:

  1. Prospect Conversation – Convert stale leads into hot prospect. Nora will engage stale leads and find your future members.
  2. Recovery – Reach out to recently terminated members and ask them to give you another chance.
  3. Win-back – Reach out to members that terminated more than 6 months ago to remind them what they are missing.
  4. Program Member Conversion – Convert current and past program participants to members by informing them of all the member benefits they stand to gain.
  5. Guest Conversion – Many guests are ready to make the decision to become a member. Nora will contact them to encourage them to become a member of your facility.
  6. Program Upsell – Nora will contact members to let them know about the latest hot programs (like personal or small group training) to get them even more involved at your club.
  7. Orientation Encouragement – Participation in a new members wellness appointment is a key indicator of a member’s long term success and Nora will reach out to new members to encourage and schedule their wellness appointment.
  8. Event Recruitment – Nora will reach out to people you deem likely to be interested in an event and encourage them to participate or donate.

To learn more about how Nora can help your organization, visit daxko.com/conversica.

It’s a Lot of Pressure to Write a Subject Line about Subject Lines

By | Engage, Engagement, Industry | One Comment

I’m one of those people who checks my email first thing in the morning and screenshots email design ideas. I know that probably isn’t normal, but there is nothing that makes me happier, as a person who cares about design, than getting an email the day before Valentine’s Day with the subject line “Roses are FF1919, violets are 1C86EE.”

Get it…? Hex codes…?

I want to share a few tips for creating a smashing subject line that will get attention, get clicks, and most importantly establish trust with your customers.

1. Be descriptive.

When a member clicks into an email, they should have a good idea of the email’s content based on the subject line. Your goal should be to convey as much information as possible while still attracting interest.

EXAMPLES:
• Confirmed: Registration for Super Summer Camp
• Zumbathons are more fun with you!
• Weather Closure Updates

2. What’s in it for me?

Your members want to see the benefits of membership and any additional value you can bring. A great way to show them what’s in it for them is to divulge exactly what benefit some action has to that individual (whether it is opening the email itself or attending a class).

EXAMPLES:
• 5 Reasons you should…
• Do you think you can (benefit)?
• Finally! YOU can now access our ____

3. Keep it short.

Subject lines must be short, or else they’ll be truncated! This can make for some awkward moments. A good rule of thumb is to keep subject lines 65 characters or less. I strongly recommend testing subject lines (and body previews) to see how they look in your inbox.

EXAMPLES:
• Charlie took control of his weight.
• 3 ways to be more active today
• Discover (subject) that will benefit your overall wellbeing.

4. Be WEIRD.

First and foremost, make sure you comply with your brand, image, and voice guidelines before going too far outside of the box. However, fun subject lines help members establish a relationship with your brand and provoke interest.

EXAMPLES:
• Zumba, the pool, and you. What do they have in common?
• Mondays are now AWESOME at the Daxko Family Center
• Happy 119th Birthday!

Just starting out in the world of email design? Here are a few free resources:
Really Good Emails – Their newsletter is email gold!
Hubspot Email Marketing Certification
Engagement Insider Newsletter – Sign up for the monthly newsletter all about Daxko Engage!
Canva – Don’t have fancy image design software? Try this tool!
Grammarly – I know it isn’t an “email resource,” but… have you ever sent out an email with an embarrassing typo? This will help you avoid that.

What Brought ‘Em Won’t Keep ‘Em

By | Engage, Engagement, Industry, Membership | No Comments

If you’re like other organizations, your membership strategy for the beginning of the year is focused on welcoming as many new joins as you can. But you blinked, and it’s March, so now it’s time for your team to think about how you’re going to build those relationships.

As with any new relationship, the early days are about novelty and excitement. The bad news? That won’t last forever. The good news? Intentional touchpoints keep people engaged throughout their journey. Here are three ways to keep ’em for the long haul:

1. TREAT NEW MEMBERS RIGHT
Take your new member onboarding experience seriously. The first 3 months are crucial. Define the path you want your new members to take. With Daxko Engage, you are able to create a multi-step initiative workflow with a mix of emails and tasks for your staff to lessen the load while still providing an excellent onboarding experience for your members. The New Member Engagement campaign the Engagement Solutions Team recommends has a dozen touchpoints in the first 120 days.

2. TARGET YOUR MARKETING
The “spray & pray” marketing approach is as messy as it sounds. Use Daxko Engage Group Rules to create meaningful member segments, and send a simple Initiative to that Group with a clear call to action. Fill your class and program rosters by targeting those who would potentially be interested with compelling information. For example, if you are looking to fill your 65+ Aqua Kickboxing class, be sure to target those ages 65 and older. Consider sending a separate, but similar, initiative to those who have participated in similar classes in the past.

3. DELIVER ON YOUR PROMISES
Real talk: relationships are built on trust. Are you meeting the expectations your members had when they joined? If a member joined for the community, make sure she feels like a part of one. If a member joined to become more fit, see if he’s meeting his fitness goals. Here’s some feedback from the Shames JCC on the Hudson about the “we miss you” Initiative they sent to members they hadn’t seen lately. Here’s what Lisa H. had to say:

We have had great success. This initiative will help us to engage our members who have not been here for 90 days or more. I have responded to all who have reached out, and I am working on re-engaging them here at the JCC by connecting them with staff members to learn more about our adult programs, our complimentary fitness orientations, personal training and our new group exercise schedule. I even encouraged them to stop by to say “hello” the next time they are in!

We like metaphors on the Engagement Solutions team, so we’ll leave you with this: In December and January, you plowed your soil and planted the seeds. Soon it’ll be spring, so you’ll need to water your garden, pluck the weeds, and tend to your budding flowers. That’s how you get your memberships to blossom.

Marketing Efficiency Report

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