It’s time for a happy dance because a new email sequence is in ScriptDoll!!
The “Membership Win-Back Email Sequence” is a powerful sequence that will take just a few minutes to get it set up and running. Then, it will go to work for you winning back customers that have canceled or left for your membership for any reason.
Lots of win-back strategy emails are out there for ecommerce or a single product, but we didn’t find anything great for recurring revenue memberships. So we created it and put it to the test.
Check out this video for details, including the case study where we got some fantastic results.
Don’t have ScriptDoll Yet?
No worries! You can try it out for $1 to see if it works for you. If you have a membership and implement this one script, it would easily pay for your ScriptDoll subscription for the entire year.
Transcript of Video for the Membership Win-Back Email Sequence Strategy
Hello, hello, Monica from ScriptDoll here with an amazing strategy to win back recurring revenue customers. You can set this up in a short time and automate it so that it will work for your business 24 hours a day, seven days a week, bringing you back customers you thought you lost. We put this strategy to the test and we were blown away by the results. I can’t wait to share them with you in a few minutes.
[00:00:30] Now, before I jump in I wanna let you know that this is not a strategy for our eCommerce friends. This is specifically for recurring revenue memberships. Why? Well, simple, because we love recurring revenue in our business and I believe that every business should have some form of recurring revenue, because of two reasons. One, it stabilizes your revenue and therefore your business, so you can sleep knowing you’ve got the money to pay your bills, and getting a new customer is five times more expensive than keeping one. [00:01:00] So, if getting a customer costs you $50 then keeping an existing one will only cost you 10, and who doesn’t want that?
Apparently, most businesses because only 16% focus on retention. 16! 16%, that’s it! That’s insane and it’s an indicator that we’ve got some very easy wins with just a little bit of work. That’s why we’re bringing you the Membership Win-Back Email Strategy. It’s an email strategy aimed at reactivating canceled members. [00:01:30] Now, I’ve known about Win-Back email strategies for a while, but I went looking for one I couldn’t find any that were focused on membership recurring revenue. I found plenty of examples of eCommerce or product-based Win-Back strategies but none for membership or recurring revenue.
So, we created one and put it to the test so that we could bring it to you inside a ScriptDoll. More on that in a minute. First, let’s review why we are using email. Well, mostly because it works. [00:02:00] In a study done specifically on Win-Back emails they found that 30 to 50% opened the email, 15 to 30% clicked and one to 3% converted to a sale. Those stats are awesome but let’s turn them into some simple math. If you had 100 members cancel your $99 a month membership, with these statistics, if 35% opened that would be 35 people reading your Win-Back sequence. [00:02:30] If 20% clicked that would be 20 clicking, and if 2% bought that would be two buyers, right? Doesn’t sound big. That would bring you $198 immediately, but in three months that $198, because your two customers stayed, would turn into $594. And in six months it would because $1,188, and in 12 months that would be $2,379. All from just two customers coming back to you. Now, of course, the last three are if you retain the members, of course you’re gonna do that because you’re always improving your membership.
[00:03:00] So, betting now you’re wondering how to create your membership Win-Back email sequence. We tested and we found that there are seven key elements that work together to form a successful membership Win-Back sequence. The first is an amazing offer. Give the customer an amazing offer to entice them back to your membership. This can’t be a run of the mill offer. It needs to be something really special. Second is the deadline. [00:03:30] Just like most things, a deadline really help people act now. So you need a deadline. The third is to remind them of the benefits of your membership. There are a ton of benefits to being in memberships that are good and your customer just needs to be reminded of them. They also need to be reminded of the amazing support system you have in your membership. So, that’s number four.
Number five is success story. We want you to tell these people that other people are having success with your membership. [00:04:00] They just need to know that other people can do it so that they can think they can do it, too. Number six is an emotional moment. We want to engage their emotions to really drive home that Win-Back. And number seven is a call to action. A clear call to action is critical of any email sequence and this one is no different. When combined, these seven key elements work. And, you don’t even need seven emails to do it, you just need three.
So, here’s our Win-Back email sequence overview. Email one is the success email. We call it that because we remind the user of the success. [00:04:30] It’s gonna get sent two to four days after a cancellation or you can start the sequence after a big change or update to your membership for people who have previously canceled. The second email is the benefits email. You’re gonna send this two days after you send the first email. And the third email is what I call the personal benefits email. This one drives home that emotion and you’re gonna send it one day after email two.
So, who gets these emails? You’re gonna send them to people who have dropped out of your membership for either a billing decline or if they canceled. [00:05:00] Pretty straightforward and you can do it with most systems today, and if your systems don’t support it try using Zapier and see if you can automate it that way.
Now, let’s dig in a little bit of these emails. Email one is the success email, and it’s gonna be sent two to four days after a cancellation or a big change or update to your membership. The big change or update to your membership is something that you think that will blow these people away. [00:05:30] You’re gonna wanna remind them of other people’s successes with your membership and include a case study or testimonial. You also want to remind the reader of the huge support system your membership offers, absolutely include the amazing offer that you’ve put together for them. You have a clear call to action and it contains a deadline.
The second email is the benefits email. So, you’re gonna send this two days after the first email. You’re gonna remind the reader of all the detailed benefits of your membership, and you’re gonna refresh their memory of the support they receive. [00:06:00] It also includes the amazing offer, a clear call to action and that deadline.
Email three is the personal benefits email. You’re gonna send this one, one day after email two, and it’s really gonna draw on the reader’s emotions because you’re gonna make it personal and take it to a different level. And of course, it includes the amazing offer, a clear call to action, and a deadline.
So, let’s jump into a case study that we did with our AdLab membership and the Win-Back sequence. [00:06:30] AdLab is a membership site focused on helping people start their own internet marketing agency from their home so that they can work for themselves. We have a ton of people actively involved in this community and it is incredible what’s happening in people’s lives. We want as many people as possible in this because we are changing people’s family trees and it’s amazing. Our amazing offer is our “Founder’s Rate” of $99 a month, which is $298 a month off of our current rate.
So, email one is the success email. [00:07:00] We sent it out with a subject line of “AdLab Success, Drew Has Gained 29 New Clients in 90 Days,” and you can see it reminds the reader of other people’s success with your membership. It includes a case study. In this case, it is our good friend Drew and he has done some amazing things. He did this with the support of everybody in the community, so we remind the reader of that. Then we introduce our amazing offer. We add our clear call to action and it contains the deadline. [00:07:30] So you can study this email and see what all is happening in there. There’s a lot of good stuff packed into this very short email.
The next one is the benefits email. It was sent out with a subject line of “Insider News, AdLab is Not Just a Facebook Group.” This email is awesome because it reminds the reader of all the detailed information of what they get inside of the membership, and all the benefits of it. Really, why they would want to be there and use it. [00:08:00] Of course, it includes the support details, too, because we want them to know that they have all of that, and the amazing offer, the clear call to action, and, of course, our deadline, which is counting down.
The last email is email number three with the subject line of “Urgent, I Screwed Up.” This is a great subject line and gets a lot of opens. It really draws on the reader’s emotions. In this one we actually take it to a personal level, really getting it inside their homes and around the people that they love. You wanna get this too, not just it’s good for your business, but how that affects the personal life of your customer. [00:08:30] How is it gonna change their kids’ lives? Or, somebody else that they love, or is it gonna give them more time, or allow them to travel the world? Whatever their big dreams and hopes are this is where you add those in here, so it goes beyond just the benefits of your membership, but specifically how it can change your customer’s life. Be sure to include the amazing offer like we did here, a clear call to action, which is “Click here to buy,” and contains the deadline, which this is the last email, so today is the last day for them to click.
[00:09:00] All of these were sent directly to our shopping cart page, which you can see on the right. It’s great because there’s no sales page needed. The customer already knows you and your membership so you don’t need to have a sales page, and they used the ScriptDoll Checkout/Cart Trust Builder Sales Page Template for this checkout page.
Are you ready for the results? Awesome. We’ve had this running for about six months. 255 people are in the automation and 253 have completed. [00:09:30] We’ve had an overall open rate of 74.8% which is way above the expectation. We messed up a little and didn’t track the clicks for the second email. I don’t know how we did that or how we didn’t catch it until way later, but, whoops. So, our clicked-in rate looks really low at just 5.2%. But no worries, because we had a 5.93% conversion to buy rate. [00:10:00] That’s 15 people coming back into our membership, 15 people’s lives we get to change, so I’m pretty excited about that. And this simple automation has made us $4,397.80 in revenue so far. Not bad for three emails and a checkout page that took about two days to create and automate. Right?
But don’t worry, it won’t take you two days because the Membership Win-Back Email Template is now inside of ScriptDoll. Using a product profile you’ve already created, getting this membership Win-Back strategy in place should take you less than an hour. [00:10:30] If you don’t have a profile it will take about an hour and a half. The potential ROI is well worth it, so jump in and do this now. If you have a membership this sequence will easily pay for your ScriptDoll membership for at least a year. You can find the script inside the Email Sequences section of ScriptDoll. And if you’re not a user look below to find out how to become one.
Enjoy automating your business, and getting back all the recurring revenue you can, and helping your members change their world for the better.