Marketing automation: Using sequenced emails to onboard new members
Welcoming new members into an association is exciting! Their new ideas, enthusiasm and fresh approaches add a lot to the vitality and dynamism of an organization. When it comes to welcoming new members, one of our first priorities as association professionals is to make sure they feel engaged and encouraged to participate in ways that are meaningful to them. To accomplish this, it is important to get to know new members and to take the time to understand their backgrounds, experiences and values and then use that knowledge to help them personalize a membership experience that works for them.
It is also important to develop a new-member onboarding process that is both dynamic and effective. To enhance our already robust new-member onboarding process, I have recently been developing a series of automated emails to send to new members during the first few months of membership. This project is still in the development stage – we have yet to implement the emails. But I wanted to share my approach.
My first step was to evaluate our entire process and how the new email sequence would fit into that process. After all, our new emails are intended to complement and enhance our existing welcome messaging. To evaluate whether the email sequence would accomplish this goal, I asked myself some basic questions: Would adding this component improve the effectiveness of our communications with new members? Would reaching out to new members in this way help them feel involved in the association and welcomed? Do the new communications reinforce our intended messages without being redundant?
Once I had determined that the new email sequence would provide value to our process, I turned my attention to the substance of our messages. When I began composing the emails I decided to work with content we already use in existing new member communication. This serves dual purposes – it saves time by not requiring us to draft messages from scratch and, more importantly, it reinforces the messaging we already have. Since we know the topics highlighted in our existing messages are of interest to new members, the emails provide an opportunity to present the information in a fresh way. We have added a bit of new content and tried to customize some of our messaging to specific membership categories. However, the bulk of our email content mirrors existing messaging. My hope is that by introducing members to certain topics in multiple formats (such as an email and then a mail piece) they’ll be more likely to take notice of and act on the information being shared.
With our messaging in place my current area of focus is implementation. I am very conscious that our members are busy working professionals with their own hectic schedules. Since we are establishing an automated sequence of emails, my primary consideration is setting up the system in a way that avoids potentially inundating members with too much too soon. We want the emails to be spaced so that they capitalize on a new member’s enthusiasm, while allowing them enough time to take in the information being presented. Emails sent too close together might overwhelm the member. However, spacing the emails too far apart runs the risk of the messages getting buried in a busy inbox.
I am thinking very carefully about the best approach to sending these emails. One idea I’ve had is setting up each email in the sequence to be sent based on action taken from the previous email. For example, our first email encourages new members to visit a certain online community and they receive the second email only after they have visited that community. Whatever the implementation approach ends up looking like, I will be paying close attention to member feedback and adjusting as needed over time.
What are your experiences with new member onboarding? Have you worked with automated email sequences or other automation tools? I would certainly welcome your thoughts or advice!