I am a big fan of lapsed mailing campaigns. They are your hottest leads. Remember, they were members, it's important to find out why they dropped and get them back on board.
I've worked at two different organizations where one conducted four campaigns a year and the other every month, lapsed members got a solicitation.
Here are some tips for conducting an effective lapsed mailing campaign:
- Start with a clean list. Make sure your list of lapsed members is accurate and up-to-date. You can use a variety of methods to clean your list, such as removing duplicate records, updating addresses, and removing deceased members.
- Personalize your mailing. Lapsed members are more likely to respond to a mailing that is personalized to them. Use their name, address, and any other relevant information in your mailing.
- Offer a compelling incentive. Lapsed members are more likely to renew their membership if they have a compelling reason to do so. Offer them a discount, a free gift, or early access to events.
- Make it easy to renew. Make it easy for lapsed members to renew their membership. Include a clear call to action and a simple way to renew, such as a website address or a phone number.
- Follow up. Don't just send one mailing and hope for the best. Follow up with lapsed members who don't renew their membership right away. You can send them a reminder mailing or give them a call.
Here are some additional tips for conducting an effective lapsed mailing campaign:
- Use targeted messaging. Tailor your messaging to the specific reasons why lapsed members stopped renewing their membership. For example, if they stopped renewing because they were no longer interested in your organization's content, you could offer them a free trial of your premium content.
- Be patient. It may take time to re-engage lapsed members. Don't give up if you don't see results immediately. Keep following up with them and eventually you will start to see some success.
- Be creative. There are many ways to reach lapsed members. Get creative and think outside the box to find ways to re-engage them.
I hope these tips help you conduct your next effective lapsed mailing campaign!
