Writing the Perfect Membership Invitation Campaign
Getting a membership invite right the first time can be challenging, not to mention time-consuming if you don’t know where to start. Sending out a successful campaign can considerably improve client engagement, membership acceptance, and gives you a chance to build valuable relationships and increase your number of members.
Membership invites provide a chance to be passionate about your business and allow you to emphasize all you have to offer – this alone can be extremely persuasive.
But the question is: how do you make your membership campaign stand out? – Let’s take a look.
The value of a membership invitation Campaign
A membership invitation campaign is a way for you to have direct contact with your potential future members. You have the ability to express the benefits of joining your organization and promote upcoming events. Therefore, it is always important to make the message as personal, powerful and positive as possible.
A membership invitation campaign gives you the ability to reach a wider audience cost-effectively, sending emails to thousands of people all around the globe in just one click.
Who am I sending them too?
A membership invitation campaign can be sent to any contact whom you believe to have a specific interest in your business/product/work. For example; any associated connections you have, past and present clients, event sponsors and past members.
When is the best time to send the campaign?
The average office worker will receive approximately 120 emails a day. It is important to send your campaign as the right time to ensure that it is opened and read by your recipients.
It is suggested that the best time to send email correspondence is Tuesday and Thursday, at 6am; as most of us start our day by reading emails, 10am and 8pm as we wind down for the day.
Likewise, the best time to send a membership invite could be when you have new events coming up that you would love to share with new members or you have a new product launch.
Or if you really want to get those memberships, you could do both!
Send your membership invitation email at 10am on Tuesday, as your biggest event of the year approaches.
So how do I write the perfect email campaign?
Here’s a quick example
Sender: James Smith from Glue Up.
Subject Line: Become a member today, Rachel.
Dear Rachel Lee,
I am delighted to invite you on behalf of [company] to become a member today.
[What the company does] [Membership benefits] Here are some great perks you get for becoming a member:
- Enjoy members-only webinars
- Reduced event fees
- Exclusive VIP event entry.
[Upcoming events] Also here are a few upcoming events that I thought might be of interest to you, we would be delighted if you could join us……
Now, the important details – click here to sign up today and read more about [company].
Thank you for your consideration, I look forward to hearing from you and hope to see you at our next event.
Firstly, it’s important not to underestimate the power of a good subject line, simply state within the subject line what the email is essentially about making it clear, but to ensure the email is actually opened add the recipient’s name to make it more personal. Are you working with a large list of contacts? Try leveraging email marketing software to help personalize lines of text with merge tags, that change the recipients’ name in the salutation based on their email address and that address’s name attached to it within your database.
Start with a salutation– it is very important that you find out the recipients first and last name to start with ‘Dear Louise Myers,‘ it makes it more intimate and will encourage the recipient to read on with a positive attitude (if it’s not possible to find the addresses’ name ’Dear Sir/Madam’, is fine.
The opening lines of the email are the first thing the client will see – so make sure you are setting the right tone to continue the rest of the email, here are a few ideas of what you could start with:
We are delighted to invite you to join….
It is our pleasure to invite you to join….
Our company would be delighted to have you as a member….
I am pleased to invite you to join….
This is your chance for you to highlight what you do in your organization (awards) and how becoming a member can positively benefit the addressee – here you could express any membership privileges that are offered such as reduced event fees, exclusive VIP event tickets or member-only webinars.
Include how members help your business e.g. continuous support and help build your network.
Also now is a good time to promote any upcoming events that you may have, even better if you can tailor these events to the recipients’ interests and preferences to enhance the membership potential.
Before ending the main body of your email it is important to ensure you have included a quick and easy way to sign up – people are more likely to sign up there and then if it is hassle free. E.g. ‘click here to sign up today and enjoy 25% off the first 3 months’.
The email is usually limited to one page but may be extended if you have the necessary attachments.
Closing statement and signature
The closing statement is your last chance to leave a lasting impression so make sure to thank the recipient for their consideration and reiterate the link to sign up. Likewise, express your pleasure of having them become a member. Here are a few phrases you may find helpful:
We hope you will accept our invitation to join us…..
We thank you for your consideration to join…..
We would be delighted to have you become part of our team….
Don’t forget to sign up today and get 25% off your first 3 months….
We look forward to welcoming you as a new member…
Lastly, include your contact information and encourage them to openly contact you with any questions they may have – if writing on behalf of a company, include your title.
Signing off – this can be simply done by typing your name or using an electronic signature – this tends to be a more thoughtful approach via email.
Final things to remember!
- Make it as personal as you can
- Keep it short and easy to follow
- Be authentic, do not use unnecessary flattery
- Try not to use “Dear member” – remember it needs to be personal
- Don’t forget to add contact information.