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Our Customer Happy and Our Customer Success Teams often get asked about how they could be doing to market the services they offer to new members. It is rare for us to receive inquiries from customers questions about the best way to greet new members. It is the primary factor in welcoming newcomers to your company and also creating a memorable first impression. Four key aspects we've found to assist in making new employees feel welcome and comfortable at first.
1. Welcome email, redirection webpage and a link
The majority of negative feedback that I've seen from customers stem from an insufficient or lack of communication around what the member should do prior to signing-up for their first membership.
My clients are advised to suppose that the new participants don't know how to manage the program they've purchased. The issue is dealt with through a range of ways.
Creating a memorable redirect page that is memorable. It can outline specific next steps, or directs those who are newly joined to check the email for an welcome email that will provide answers to any questions that a new user might be able to ask. (This may sound like a trivial thing, but the majority of customers don't invest the time needed to do this.)
Notifying members about any new information that's available, with reminders about how they can get access to the content.
In my observation, the majority cases where individuals stop auto-renewing immediately upon joining are result of inadequate onboardingor lack of direction.
2. The future preview of content as well as the benefits
Another way to be successful is sending out previews of what members can expect to receive or other benefits before the time they become available. Members have something to be looking forward to and wait for.
This is accomplished by sending messages to those who have signed up in a recent period (that members are able to select).
3. Social engagement
My clients have been instructed by me to announce the new members in their social media group. This has had a positive effect. that the members are recognized and future members perceive this as 'social proof'. Everyone wins.
A way to do this is by asking new members to reply to the Welcome email using your Instagram handles or their Facebook accounts to get the opportunity to be featured. We have a few customers who use an application for social proof, called FOMO that integrates with Stripe and creates pop-ups on their websites.
4. Aid new members to build equity
An inquiry to new members what type(s) of content they'd like to watch can instantly give them the impression as if they're interested by other members. If members are asked to offer suggestions from other members and make an an effort to respond to their input this helps create confidence right away. This can be achieved via emails inviting members to respond to the welcome message.
Conclusion
What a client can achieve in order to develop a rapport with their members proves to be an important factor in retention and offers the opportunity for growth in potential revenue. This also improves the likelihood of a customer being receptive to the idea of the possibility of buying and will be willing to give them more benefit in the future.
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