Whether as a friendly reminder or just a little push in the right direction, the Membership Renewal Series Workflow is a great way to help your subscribers stay on top of their upcoming renewal dates. In this guide, learn how to install a Workflow Template to automatically send renewal reminders before a customer’s membership renewal date. You will reinforce values while highlighting the key benefits of a customer's membership.
What to Know Before You Get Started
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“Renewed Membership” Goal
- At the bottom of this template, you will find a Renewed Membership goal. This is a made-up event meant to be a placeholder for your actual Goal.
- Please note: You will need to update the Goal to better align with the custom purchase event, identifying a membership purchase based on your integration.
- Date-based trigger with Custom Fields
- This Workflow relies on a Date-Based trigger to dynamically add people to the Workflow based on a specific ISO-formatted (YYYY-MM-DD) date saved as a Custom Field.
- Follow the instructions here to convert your non-ISO dates into an ISO format
- ISO dates
- Dates must be written in ISO format to be recognized as a date-type field. Only fields with the correct formatting will populate the dropdown list.
Activate the Workflow
Install our pre-built Workflow, or build your own. Our pre-built Workflow includes a Date-Based Trigger, recommended Delay and Decision steps, and Email actions complete with best practice tips to help create email content.
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E-commerce: Membership Renewal Series
- Contains email copy with a focus on purchasing products.
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Events & Entertainment: Membership Renewal Series
- Contains email copy focused on promoting additional events.
Set up your Workflow
Step one: Edit the Date-Based Trigger based on the Custom Field
In the template, you’ll find the Trigger is set to a Custom Field named “membership_renewal_date”. Be sure to either edit the Custom Field this Workflow points to, or update the existing Custom Field’s name holding the membership renewal date from the Custom Field Management page to match the template’s.
Step two: Edit your Goal
As a placeholder, the template comes with a Custom Event Goal called “Renewed Membership”. This is a made-up event meant as a placeholder for you to update to better match the Custom or Purchase event, indicating a membership purchase based on your integration or custom event setup.
Step three: Edit the Email Content
A series of Membership Renewal emails reinforces the benefits of your customer’s membership, reminding them why they should stay. In this series of emails, we’ll show members how much you value their membership while improving retention rates.
Email 1: 30-day Renewal Reminder
Reduce churn by giving ample time for your customers to renew their membership. This email will reinforce the value of their membership!
Email 2: 10-day Renewal Reminder
As a second reminder, the purpose of this email is to drive urgency. Continue to encourage renewals by emphasizing the benefits of being a member.
Email 3: 3-day Renewal Reminder
Simply put, this is the last reminder before your customer’s membership ends so it needs to be to the point. Motivate membership renewals by reinforcing perks, creating urgency, and keeping the message direct
Measure Workflow Performance
As your emails are released on the designated delays check back on their performance using the Workflow Dashboard.
Here is where you:
- Evaluate the conversions you’re seeing from this Workflow such as any revenue from upsell emails.
- Keep in mind: Revenue reporting is only available to Shopify, Woocommerce, BigCommerce, Magento, Fareharbor, or our Shopper Activity API connected accounts
- Look at the open and click-through rates of the emails to see what attendees are engaging in.
This information tells you if you need to change it up or if your strategy is working.