SUBJECT: Membership Sites Lesson #4 - Retaining Members

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Every membership site suffers from attrition, where members
leave the site. It is a fact of life. People decide it is no
longer for them, something happens in life or for other reasons
they decide they are going to cancel their membership.

It is important you understand what your unsubscribe rate is and
you monitor it. If you find your unsubscribe rate is high then
it means there is a problem with your content. Either it is not
what people expected or it is not of the quality they are
looking for. If this is the case then you need to work to
improve your content in order to keep your members happy.

You may find that after delivering a particular piece of content
your unsubscribe rate shoots up. If it does this then you need
to closely review that piece of content to determine what the
problem is with it. Something about it has caused members to
unsubscribe and you need to fix it.

However, if you have focused on providing high value, exclusive
information then you can easily keep your members happy.

You will find that you get the highest number of unsubscribes in
the first month. This is natural and every membership site both
on and off line will suffer from the same thing.

Therefore it is important that in the first month you provide a
high degree of value and sell your members on what is coming
down the line in future months. This will help to sway their
decision to stay as a member. Some experts state that you need
to provide ten times the value in the first month to your
members.

If you understand your target market then you shouldn’t find it
too hard to provide them with high value information in your
membership.

You should also make sure that your sales letter is very clear
on what people will find on the inside once they become members.
It is important because if people expect one thing and find
another then you are going to get a high level of unsubscribes
and unhappy members.

Remember that your unhappy members will talk and tell people how
terrible your site is. It is human nature, so you do need to
work to keep them happy. However, don’t do this at the expense
of your business. There are times when you have to tell a member
no. Contrary to popular belief, the customer isn’t always right.

By making sure your content is delivered on time you will also
retain your members. A lot of people whilst they will buy online
still mistrust buying online products. This means that as soon
as they see potential issues such as the product being delivered
late they get jittery and you will find many will run and cancel
their membership frightened they are being ripped off.

If you are going to have to deliver content late then
communicate this to your members and tell them about it. Offer
them some sort of bonus because the content is late and you will
still have happy members.

At the end of the day you are always going to get people who
will want to unsubscribe from your membership site. You should
contact each one personally and ask them for their reasons,
politely. This is so you can ensure that whatever made them
unhappy and want to leave you can rectify (if possible) so that
it doesn’t alienate other members.

Few membership sites take this approach and it can help you to
retain your members through producing a high quality membership
site. 


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