How 1 Simple Email Will Make Every New Member Happy

Terry Ibele 19 April 2016 4 comments

A few months ago, I had a bad experience with an association. It’s the kind of bad experience that is, unfortunately, really common for people who join membership organizations. 

Here’s what happened. 

Taking My Money


A friend recommended an association to me. After looking into it, I thought it would be great to join. Good for my career, lots of opportunities to learn and network. With excitement, I registered as a member and paid through their online form… and all I received was an email with my payment confirmation. That’s it. Nothing else, just a formal acknowledgement that they had taken my money. 

It didn’t feel good. It made me think that the organization only cared about my money, not who I was, or my goals. I had expected someone to reach out to me and say, “Hey, Terry, I’m really excited you’re a member!”

That Sick Feeling


I was left with that buyer’s remorse feeling. You know, that sick feeling you get when you spend money on something — like a car or a discount vacation — and instantly worry you made a big mistake. (That discount vacation actually was a mistake)

I’m sure the people at the association were good people and didn’t want to make me feel this way, but they had. And it made it hard for them to win me over. Days after I joined, they sent me a friendly invite to an event and soon after that their newsletter, but I still had a bad taste in my mouth. 

Hard To Recover


As my experience shows, it’s really hard to recover from a bad welcoming impression. 

The good news is, there’s an easy way to make sure your members feel welcome and happy right after joining.

The Fix: One Simple Email 

All you have to do is immediately send one simple email that reinforces your new member’s decision to join your organization. 

To give you an idea of how to write an effective welcome email, I’ll show you the exact email that we automatically send to someone as soon as they become a customer. 

By the way, we put this email together after researching what makes a great welcome email; plus, we experimented with a few varieties to see what worked best to make sure our new members felt good about joining Wild Apricot. 

Here’s our welcome email:

Thank you for upgrading!

We’re positive you’ve made the right move. You’ll quickly discover how much Wild Apricot can really change your organization!

You’ve just joined a community of 16,000 small associations, clubs and nonprofits who collectively serve over 3.5 million members all over the world.

Here are some things you’ll never have to worry about again:

  • Chasing down people for payments and renewals
  • Managing event registrations
  • Reminding people to show up for meetings and events
  • Out of date records
  • Managing your finances
  • And much more
Your board is going to love you (if they don’t already).Your members are going to love you as you will now have time to provide them with even more value.

And your life is about to get a whole lot easier.

Time to lead,

Dmitry Buterin
Dmitry

P.S. Have questions? Contact our support team: support@wildapricot.com

 

Breaking It Down


To give you a clear idea of what elements you could include in your own welcome email, let's deconstruct the above message:

We thanked them:

  • “Thank you for upgrading!
We reinforced their decision to upgrade:
  • “We’re positive you’ve made the right move.”
We added more reinforcement through social proof:
  • “You’ve just joined a community of 16,000”
We gave them specific reasons why upgrading was a good decision in the bullet points. In other words, we list out the value they’re going to get from Wild Apricot.

We talked about why they should feel good about upgrading:

  • “Your members are going to love you as you will now have time to provide them with even more value.”
We included a personal touch from our founder, so now every new customer knows who he is and what he looks like.

And we even gave them contact information in case they need to get in touch with us.

How to Make Sure Everyone Gets a Welcome


To ensure that every new member receives their welcome email immediately upon joining, you’ll have to set up your welcome email to send automatically once they join and pay. This is something you can do with membership management software.

If you are a Wild Apricot customer, here’s how to set up automated welcome emails.

Simply go to your Admin View > click Members > click Member emails > select Member Activation and edit the template.

Here’s to making your new members happy.

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Terry Ibele [Learning Apricot]

Posted by Terry Ibele [Learning Apricot]

Published Tuesday, 19 April 2016 at 8:30 AM

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Comments

  • Philip Jagiela- PALM AMAC said:

    Thursday, 21 April 2016 at 8:36 AM
    Thank you Terry!
    The timing of this was perfect and surely targets the feeling of many, if not all, with the decision of membership in any organization.
    WA has been a great decision for me to use in my association management endeavor. We will be brining a new client to the platform and expect others in the future. Consider me one of your "cheerleaders" and please continue to share these relevant topics.
    Best to You!
    Philip
  • Terry Ibele [Learning Apricot]

    Terry Ibele [Learning Apricot] said:

    Thursday, 21 April 2016 at 9:38 AM
    Hi Philip,

    Since you're a cheerleader, I'll expect you to do a little dance and put together a cheer. "Give me a T...T!"

    I'm happy you've found this useful. I'll be writing on many more similar topics coming up. I put together this little "Wild Apricot Test" with tonnes of useful resources. Check it out: https://www.wildapricot.com/blogs/newsblog/2016/04/20/take-the-wild-apricot-test-how-much-wild-apricot-knowledge-have-you-picked-up
  • Robinah said:

    Friday, 08 July 2016 at 10:45 AM
    Hey
    Oh my God........
    Am glad discovered Wild Apricot. it has given me basic insights on how to market an Association.
    Was battling with this having been given a position of a coordinator in an association.
    Many thanks.

    Bless you
    Robinah
  • Terry Ibele [Learning Apricot]

    Terry Ibele [Learning Apricot] said:

    Friday, 08 July 2016 at 10:50 AM
    Hi Robinah,

    Congratulations with your new position! I'm also happy that you've discovered us. We have a lot of resources that you may find helpful. Feel free to shoot me an email and we can connect :) tibele@wildapricot.com
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