If you’re struggling with member retention and want to master the art of preventing cancellations and re-engaging members, you’ve come to the right place. In this installment of his three-part success series, the Retention Guru himself, Dr. Paul Bedford, tackles these tough questions:
- How do I measure retention and member churn?
- Who is responsible for member churn?
- What are the signs a member is considering canceling?
- How do I talk to members about cancellation?
- What are some innovative approaches for re-engaging members?
How to Re-Engage Members Who End Up Canceling
No matter how hard you try to keep members, you’ll still experience member churn. To make the exit experience as positive as possible, set up and provide canceled members with an exit survey. An exit survey can provide great insight into not only why the member canceled but also into what other members may be experiencing.
Be sure that you ask open-ended questions, rather than questions that can be answered with a quick “yes” or “no.” You want to truly understand why they’re leaving, which actually may help you re-engage them to come back at a different time.
When trying to re-engage members who’ve canceled, Dr. Bedford recommends creating a thoughtfully paced, limited-time re-engagement campaign. Don’t go too hard, but don’t ignore them completely.
“If they’re not unsubscribed, they’re interested in your content. Share content with them: fitness tips, workout of the day, workout of the month, challenges you’re doing,” he says. “Just stay in touch with them. You’ve got an opportunity to recover them if you stay in touch with them.”
For example, if a member left because of the cost, after a few weeks, let them know they’re missed, then share what they’ve missed since leaving, and finally offer a discounted membership or other offers to entice them re-join.
Watch the Webinar and Reduce Member Churn
Dr. Bedford ends the webinar by looking at current member behaviors (compared to pre-pandemic figures) and how the data can help you retain more members and create more compelling content.