How to Re-Engage Your Inactive Members

Introduction (00:00:00)

• The topic of re-engaging inactive members is considered exciting and relevant for membership or directory website owners, who can take actionable steps to address this issue (00:00:00).
• Re-engaging inactive members is related to reducing churn rate, which refers to the number of cancellations, a topic that has been discussed in previous webinars (00:00:24).
• The goal of this discussion is to identify inactive members and take steps to mitigate their inactivity, bringing them back to the site and preventing them from canceling their membership (00:00:22).
• Preventing inactive members from canceling is a key aspect of getting ahead of the curve and reducing churn rate, a topic that will be explored in more detail (00:00:40).
• The hosts will be discussing the topic of re-engaging inactive members and providing tips on how to do so, including identifying inactive members and taking steps to re-engage them (00:00:09).

The Cost of Losing Active Members (00:00:47)

• Losing active members results in lost potential revenue from subscription fees, upselling, and other products and services, as well as reduced engagement and activity on the website, leading to an increased churn rate, which is the number of cancellations, (00:00:47)
• The cost of acquiring new members to replace lost ones is high, and it is more affordable to keep existing members active and engaged, with the customer acquisition cost being higher for new members than for retaining existing ones, (00:00:50)
• Identifying inactive members ahead of time and proactively reaching out to reactivate them can help reduce the churn rate and save on the cost of acquiring new members, which is estimated to be around 10 times more than the cost of keeping a current member, (00:00:52)
• Retaining existing members is crucial, as it is more cost-effective than seeking out new members, and efforts should always be made to keep existing members active and engaged, (00:01:07)
• The goal is to identify inactive members early and bring them back in to reduce the likelihood of cancellation and minimize the financial impact of losing active members, (00:01:37)
• Overall, it is essential to prioritize keeping existing members active and engaged, as this approach is more affordable and effective than constantly trying to acquire new members, (00:01:53)

Strategies to Re-Engage Inactive Members (00:02:28)

• To re-engage inactive members, it is essential to first identify who they are, which can be done by searching through members based on profile completion and last login date, with tools available in the website admin area (00:02:29).
• Inactive members can be proactively reached out to through re-engagement emails, which should be personalized, possibly including the member’s name and a reference to their last login date, and may include incentives such as promotions, discounts, or credits (00:02:31).
• Personalization of emails can be achieved by using templates with variables, such as the member’s first name, and referencing their last login date, making the email seem more personal to the member (00:02:34).
• Incentives can be offered to members to try to bring them back to the website, such as promotions, discounts, or credits, depending on the community and services offered (00:02:37).
• Asking inactive members for feedback on why they haven’t revisited the website can help identify areas for improvement and potentially prevent other members from becoming inactive (00:02:39).
• Implementing updates and improvements based on member feedback can help prevent members from becoming inactive and ultimately canceling their membership (00:02:41).
• Creating a segmented list of inactive members can be done by searching for members with a last login date within a specific time frame, such as a month or a year, and then creating a smart list from the search results (00:02:44).
• The smart list of inactive members can be used to send targeted newsletters or emails to try to re-engage them, and can also be exported for further analysis or use (00:02:47).
• In addition to last login date, members can also be searched and segmented based on profile completion, allowing for the creation of smart lists of members with incomplete profiles (00:02:49).
• By identifying and re-engaging inactive members, and implementing updates and improvements based on member feedback, it is possible to reduce churn rate and improve the overall health of the community (00:02:52).

Best Practices for Re-Engagement Emails (00:07:26)

• Best practice for re-engagement emails include crafting a subject line that grabs attention, sparks interest, and evokes emotion, rather than being dry and bland, to entice inactive members to open the email (00:07:27).
• Personalizing email content is a simple way to re-engage members, which can be achieved by including variables in the email template, such as the member’s first name, and other relevant information (00:08:27).
• Creating a sense of urgency in re-engagement emails is crucial, which can be done by including clear calls to action, deadlines, and incentivizing members with offers or promotions, such as free credits, to encourage them to log in and take advantage of the special offer (00:09:00).
• Providing valuable content in re-engagement emails is essential, such as offering relevant and beneficial information, like a summary of what members missed in the last month, and linking to relevant podcasts, videos, or articles published on the website (00:09:51).
• Even if members miss the deadline, it’s still important to offer the incentive to try to hook them back in and prevent them from canceling their membership, as the goal is to prevent churn and maintain membership (00:09:30).
• Using techniques like creating a sense of FOMO (fear of missing out) by highlighting valuable content that members are missing out on can be an effective way to re-engage inactive members (00:10:45).

Using ChatGPT to Write Emails (00:11:30)

• ChatGPT can be used to generate content, including emails to re-engage inactive members of a membership website who have not logged in within a certain number of days, with the goal of reducing churn rate by making the email funny, short, and providing a $50 credit incentive if they log in within the next 48 hours (00:11:36).
• The email can be written in a lighthearted tone, asking the member where they have been, expressing miss for their presence, and offering the $50 credit incentive to encourage them to log in again, with a call to action to click and log in (00:12:27).
• ChatGPT can generate multiple versions of the email, including shorter versions, such as a two-line email that still conveys the message and incentive, allowing for modification to match the specific website’s offerings (00:13:25).
• The use of ChatGPT can help with content creation ideas and provide a great way to re-engage members, with the ability to regenerate responses and modify them to fit the website’s needs (00:11:38).
• The email can be personalized by addressing the member directly, expressing miss for their specific contributions, such as witty comments or insightful posts, and offering the incentive to encourage them to return to the website (00:13:10).

How to Use Variables In Email Templates (00:13:56)

• Email templates can be personalized by using variables such as the user’s first name, last name, full name, company name, and phone number, which can be found in the admin area when creating a template or newsletter (00:13:58).
• These variables can be copied and used in the template to create personalized greetings, such as “hi first name”, which would fill in the first name with the member’s actual first name from the database (00:14:19).
• The variables can also be used to mention other relevant information, such as the member’s company, location, top level category, and other pieces of information that can be used to create personalized emails (00:14:30).
• By using these variables, personalized emails can be created inside the admin area, allowing for a more tailored approach to communicating with members (00:14:48).
• The use of variables in email templates enables the creation of dynamic and engaging content that can help reduce churn rate and re-engage inactive members (00:14:52).

Incentive Inactive Members (00:15:16)

• Incentivisation tactics can be used to bring inactive members back to the website, such as offering credits, discounts, free trials, and access to exclusive content or resources (00:15:16).
• Providing monetary savings for membership, upsells, or products and services can also be an effective incentive, as well as offering exclusive content that is only accessible to members (00:15:27).
• Thinking outside the box, incentives can include offering access to exclusive content, reiterating the benefits of membership, and highlighting what inactive members have missed out on, such as popular videos or podcasts (00:15:48).
• Extending invitations to members-only events or webinars, either in-person or online, can also be an effective way to re-engage inactive members (00:16:23).
• Providing rewards for completing certain actions, such as referring friends and family or completing profile information, can also be an effective incentive, with rewards including free credits, free membership, or Ebook downloads (00:16:46).
• The key to successful incentivization is to understand what the community finds valuable and to provide incentives that align with those values, with the goal of reeling inactive members back in and reducing churn rate (00:17:31).

Benefits of Re-Engaging Inactive Members (00:17:47)

• Re-engaging inactive members can lead to increased engagement and activity on the website, resulting in increased revenue through subscription fees, upsells, and other services (00:17:48).
• Reactivating inactive members will also lead to a lower churn rate, essentially improving member retention and lowering the cancellation rate, making it easier to acquire new members as the community grows (00:18:27).
• By re-engaging inactive members, the community as a whole will grow, making it easier to attract new members and gain momentum, ultimately having a positive impact on the community and network (00:18:44).
• It is more expensive to try to bring in new members than it is to save inactive ones, so identifying and preventing inactive members from becoming canceled is crucial (00:19:18).
• Operating a website with members involves two simultaneous marketing campaigns: one to attract new members and one to retain existing members, with the retention campaign being often overlooked but highly valuable (00:19:39).
• After a certain tipping point, existing members become more valuable than rapidly growing with new members, so it is essential to have two different channels of marketing: one to appeal to existing members and one for new members and prospects (00:20:01).
• Having a retention strategy in place can help to prevent inactive members from canceling and to bring them back into the community, which is a more cost-effective approach than trying to acquire new members (00:19:25).

Email Sample 1 (00:20:35)

• The provided email sample is an example of an email that can be sent to re-engage inactive members, with the goal of reminding them of the community’s benefits and encouraging them to log back in (00:20:35).
• The email aims to create an emotional connection with the member by expressing that they are missed and that the community is there for them, making it more personal and less robotic (00:20:48).
• The email also utilizes the fear of missing out (FOMO) tactic by listing benefits or features that the member may have missed out on, such as updates or new features added to the website since their last visit (00:21:18).
• Additionally, the email suggests spotlighting another member who is potentially a competitor or in the same space, which can motivate the inactive member to return to the site and be spotlighted themselves (00:21:36).
• The email concludes by expressing the community’s value for the member’s participation and inviting them to log back in and catch up, making it a simple yet effective way to re-engage inactive members (00:21:55).

Email Sample 2 (00:22:05)

• The subject line of the email is made more unique to pique the interest of the recipient, and the email starts by addressing the member by name, stating it has been a while since they were last seen in the community, with the goal of checking in and seeing how they are doing (00:22:06).
• The email uses a mix of “we” and “I” to make the tone more personal, creating a one-on-one conversation feel, which helps make the email a little more personal (00:22:14).
• The email informs the member about recent updates and changes made to the website or community, including new features or improvements, and mentions relevant incentives or discounts to encourage the member to return to the website (00:22:31).
• The email expresses the importance of the members to the community, stating that they mean everything, and invites them to log back in to see what has been happening, with an offer of support to help them grow their business in any way possible (00:22:49).
• The email is directed towards professional members, such as those in the business directory, and the language used is tailored to this audience, with phrases like “help you grow your business” (00:23:00).

Email Sample 3 (00:23:13)

• The email sample is a variation of a previous template, aiming to re-engage inactive members by reminding them of the benefits they have been missing out on, such as key features and testimonials from other members, with a personal greeting, as seen in the example “hi John hope this email finds you well” (00:23:19).
• The email template mentions the website name and informs the member that it has been a while since they last logged in, with the goal of encouraging them to log back in and see what they have been missing (00:23:22).
• The template also uses social proof by spotlighting other members and their success stories, and reminds the inactive member that life gets busy, but they do not want them to miss out on any opportunities that the website offers (00:23:37).
• The email ends with a call to action, inviting the member to log back in today and see what they have been missing, with the email templates to be shared after the webinar (00:23:46).
• Additionally, the email template can be generated and customized using tools like chat Generative pre-trained transformer, which can produce quirky and humorous outputs when given specific instructions (00:23:54).