Create a Yearlong Email Drip Campaign to Engage New Members
Associations must captivate to build their member base long-term
So, you’ve got a bevy of new members in your organization. Great news—but keeping new members engaged until renewal isn’t easy. Associations must captivate new members throughout their first year to build their member base long-term.
“It’s about nurturing them in that first year because that is critical to them coming back,” says Rachael McGuffin, membership and community manager at the International Society of Automation (ISA). “You lose most of your members in that first year.”
A drip campaign is an effective way to engage members, as it delivers personalized, relevant information. Some organizations run drip campaigns that last just a few months, but research shows that new members respond best to a campaign that lasts their full first year and is delivered through email, as association leaders rated email as their most effective engagement tactic for new members. Use these tips as you create your own yearlong email drip campaign.
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