FAIA’s Automated Membership Strategy Increases Engagement 201%
Tags: Marketing Automation, Member Engagement, Member Retention
The Opportunity
FAIA wanted to switch from a one-off email strategy for member communications to a planned, ongoing series of automated membership email campaigns throughout the member lifecycle.
The Strategy
They used their Higher Logic Marketing and Community tools to set up an automated membership communication strategy that increased member engagement and renewals.
201%
Increase in Email Engagement
40%
Online Renewal Conversion Rate
2-3 Hours
Staff Time Saved Per Day
Making a Difficult Member Renewal Process Better
In the past, FAIA’s membership department had three huge, manual renewal mailings. And yet they still found themselves chasing down lapsed members. Before setting up an online renewal process, members had to fill out a web form that sent an email to membership staff, who then had to manually enter information into the database.
FAIA set a goal to make their member communication strategy less random and more strategic. They also sought to increase online membership renewals by improving their renewal process.
They built an automated membership marketing strategy that included four new automated email campaigns: re-engagement, past member recruitment, new member welcome, and membership renewal.
More Efficient & Engaging Member Outreach
Almost all direct mailings were eliminated and replaced with an automated renewal campaign, touching on notice of renewal, expiration reminder, and overdue payments. The campaign yielded 172 renewals ahead of schedule and also led to:
201% increase in email engagement
40% online renewal conversion rate
2-3 hours of staff time saved per day
“Marketing automation gives us the opportunity to create a more thoughtful and effective process.”
Susan Ray
Director of Communications (Former), FAIA
About The Florida Association of Insurance Agents (FAIA)
The Florida Association of Insurance Agents (FAIA) is a nonprofit state trade association of insurance agencies and the central source of information for nearly 2,000 independent property and casualty agency members. They use iMIS-ASI as their member database.
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