Building relationships via your communications
Create a free email bulletin (e-bulletin)
On the website have a simple registration process to collect email addresses. Try to get names and company names where appropriate – that way you can personalise emails.
Get 'opt in' at every opportunity
Promote your free e-bulletin through both your hard and soft copy collateral and take every opportunity to get people to "opt in" to your prospect communications. This should include: asking all in-bound (non-member) callers if they would like to subscribe, promoting it on the website, in the e-bulletin itself (encourage forwarding on), on your strategic alliance partner websites and communications, on your email signatures and at your events.
Offer an incentive
Offer an incentive, such as a free report or checklist, that people will receive for signing up to your mailing list.
Give away “tasters” of your product
Update your website home-page regularly, at least once a month, with new information that showcases your skill and expertise such as: articles, stories on members, lists of tips, checklists, recommended resources, free/discounted product samples (eg: events, books), and industry trends.
Create a regular prospective member communication
A regular communication for non-members is a vital tool in member recruitment. Whether hard or soft copy it should be less frequent than your “members only” email bulletin. It should tantalise the prospect rather than give away information and can include: articles on hot topics, a calendar of events, quizzes, checklists, surveys and membership offers.
Put a membership focus in your hardcopy publications
Focus on motivating and giving the prospect reasons to join – rather than reasons why you are such a good association. A good story is an excellent way to communicate a value proposition (rather than just a list of features). Including stories about members who are benefiting from membership serves both to encourage prospective members to join and current members to renew.
Make it easy to join
A website is open 24 hours a day. It’s very convenient. So continue to make it easy for people to interact with you. On the home-page provide quick links to “join now” .
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