3 SAAS Customer Success Mistakes When Onboarding New Members, and How You Can Avoid a Similar High Churn Rate

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How You Can Avoid a High Churn Rate

Is it easier to leap over a six-inch step or a 10-foot wall? The six-inch step is easier, duh. The more you are asking your new member to do within the first few hours or days of your membership, the more difficult it will be to get that new member to the Retention PointTM. Open an email and click a link. This is a low bar, and a large percentage of your new members will succeed at this task. If you ask them to enter a bunch of data and create new daily habits of using a new software tool, few of those members will be successful. Customers will act in proportion to their excitement about the outcome they will receive. If the potential outcome is exciting, the member will take action. If the outcome is unclear and the work appears burdensome, you can expect your new member to churn. … Continued

What Your New Members Must Believe to Become Long-Term Members

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Beliefs to Become Long-Term Members

This month, I was the guest copywriting expert for the Agora Financial Copy Call. Each call focuses on breaking down a promotion or features a copywriting technique. I brought the list of what they must believe, and you can see it below. I learned this strategy from Dan Kennedy. He taught it as a copywriting trick to create a sales letter that outperforms what a client is currently using. You start by creating a list of what the customer must believe to buy your client’s product. Next, you break apart their current sales letter to identify the beliefs that are currently included. Then, you write sales copy to communicate the beliefs that were left out, if any. Finally, you put the sales letter back together and test it. I use this strategy to create Member On Ramp™ sequences. These are the series of emails, welcome packages, and videos you send … Continued

How FabFitFun Delivers the Value That Gets Members Engaged and Retains Them for Years

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Get Members Engaged and Retain Them for Years

“Exactly what should I deliver to my members to make more of them stop quitting my membership?” This a question I hear in various forms from my clients. “To help you understand the product, we want you to know why we chose that product and how that product is going to enhance your life,” said Leslie Emmons Burthey, vice president of marketing for FabFitFun in episode 21 of the Membership and Subscription Growth podcast I host. This answer is pivotal for every membership marketer to hear and understand, whether your “product” is a subscription box filled with items, an editorial in a newsletter, a digital product, or a software tool you can use in your life or business. You cannot only deliver the product; you must also communicate how what you deliver will enhance your member’s life. Allow me to begin by explaining it this way. Membership isn’t about what … Continued

How Charity: Water Transforms Donors into Members

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It's focused on the feeling of why members joined

If you haven’t yet discovered Charity: Water, you should check them out right now, visit RobertSkrob.com/CharityWater and watch the video. By bringing people clean, healthy water, they are preventing hundreds of other problems, enabling children to get an education and helping people build an economy. It’s an organization that’s changing lives in an important way. Beyond that, Charity: Water has been successful in reaching a donor segment that’s previously ignored charities — young people. The average age of a Charity: Water donor is decades younger than most organizations. These donors have made Charity: Water the single largest water charity in the United States today, even though the organization launched just 10 years ago. In the last few months, Charity: Water has launched their new membership program called The Spring. This is an opportunity to turn one-time donors into members who give monthly. Rather than feeling great about supporting efforts to … Continued

How the Largest Direct Response Marketing Company Communicates with Its New Members

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Communicating with your New Members

No one woke up this morning and said, “I hope today is the day I get an email.” I remember a day when I looked forward to receiving an email. It made me feel important that someone thought enough about me to send me an electronic message. Today, you, your prospective members, and I are receiving a deluge of email. We’d all prefer to receive fewer emails, not more of them. This can present a challenge when the core products you are selling are a series of email newsletters. One of the largest newsletter publishers in the world could be a company you’ve never heard of — The Agora. This is a $1.4 billion company headquartered in Baltimore, Maryland, that has divisions around the world publishing financial investing advice, health information, and variety of other topics. I’ve had the honor of working with two Agora divisions in Baltimore, Agora Financial … Continued

Monthly Recurring Revenue (MRR) Is Not About the New Members You Get, It Grows Only With the Members You Keep

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Monthly Recurring Revenue (MRR) Grows Only With the Members You Keep

I am your favorite person — the one you have invested precious time and money to find. I am your next new member. It’s time to type my credit card number into your order form. Oh shoot, my card is in the other room; I’ll go get it. Your promises are so exciting. Your membership is the answer to many of my problems. Your message is inspiring. I’m curious about what you have to offer. I wonder, though, if your membership is really a good fit for me. I’ve tried many others. Usually, I buy and it’s disappointing. I get all this stuff, and I love collecting stuff, but I never get around to using it. It just stacks up on a shelf. Or, I download everything to my computer but never look at it. Will this time be different? Probably not. I’m really busy right now and I’m not … Continued

Onboarding that Stops Members from Quitting

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Stops Members from Quitting

If your goal is to add 1000 new members this month but had 300 members cancel their membership, then 30 percent of your the marketing expense, your copywriting efforts and the efforts of your sales team were expended to replace members you once had. Think about that effort and expense for a moment. All just to try to stay even. Thirty percent of your month invested to keep from falling behind. It’s even worse if you experience significant refunds. Now you’ve got to expend more marketing dollars just to get back to the revenue number you thought you had achieved. Churn, cancels and refunds have been accepted as a normal part of subscription businesses. Yes, there will always be churn and some of it is normal and healthy, you can’t please everyone. But if you consider the percentage of your marketing efforts are devoted to replacing members who quit and … Continued

Illustrated: Before and After, Improve Conversion of Free Trial Members with a Better Member Welcome Screen

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Improve Member Conversion of Free Trial to Paid

Are you afraid to send email to your members? Have you ever noticed that you get a spike in cancelations after you send a notice out to your members? I have spoken to many membership marketers who are hesitant to send emails to subscribers for fear that it’ll prompt them to cancel. This is similar logic I used to believe about tennis. When I was 12 years old, learning to play tennis it’d often hit the ball right over the fence. I’d then have to spend the next five minutes chasing the ball across the parking lot to try to find it under some car somewhere. I believed, when I hit the tennis ball, it goes over the fence. I must stop hitting the tennis ball. But with a coach there, she could explain to me what I was doing wrong. She could easily illustrate that a tennis ball could … Continued

You Could Do Everything Right and Still Get a Refunded Order or Canceled Member Unless Your New Member Welcome Includes These Three Elements

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Your New Member Welcome Should Include These Three Elements

As soon as I see the envelope in the mailbox a feeling of dread comes over me. Ugh, the credit card bill. A month’s worth of dining out, gas purchases and a “little” splurges summarized in one package. I open it up with trepidation and look for the balance. Ahk! It’s A LOT more than I expected. What happened? That’s a lot of money to pay! Is there anything here that I can return? Have you ever felt surprised by your credit card balance? You opened your credit card statement, check out the balance due and, then there’s the “Holy crap!” moment. Yeah, me too. What’s the first thing you do? If you are like most, first you check to make sure all of the charges are valid. And, if there’s something you don’t recognize perhaps you ask your spouse about it. Then, as a team you try to figure … Continued

Creating a Subscription Business for Long-Term Growth is Worth the Investment

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Creating a Subscription Business for Long-Term Growth

Sitting in a cab, stopped in traffic, in the dark, at 5:53 am, 17 degrees outside. There’s a long line of cars sitting on the highway, each waiting to enter the Laguardia Airport. Ramit, my cab driver, tells me Laguardia has been under construction for the last two years. And, it’ll take another two years to finish the new terminal. Meanwhile we wait as traffic tries to squeeze from three lanes to one in a construction zone. Several passengers have given up on riding to the airport. They have leapt out of their Ubers and cabs and are dragging their suitcases to the airport on foot, through the snow banks on the side of the road. Hurrying to get to the gate before their flight departs. I’m in New York City for consulting days with two clients. I love my New York City clients, in May. January is too cold … Continued