It's a story all Community Managers are familiar with.
Convinced by your cause and brimming with motivation, a new member signs up for your community.
They excitedly scroll through your forum, resource center, and member directory, wanting to learn, explore, and connect with new people.
Where did they go?!
Members stop logging in for a number of reasons.
Perhaps your community doesn't offer a feature critical for their needs. Maybe they no longer see (or have forgotten) your community's value. Or maybe they're just too busy planning their grandma's 80th birthday party.
Whatever the reason, it doesn't necessarily mean you have to say goodbye forever!
What’s a Re-Engagement Email?
A favorite technique of marketeers, re-engagement emails are traditionally used to inspire email subscribers who are no longer opening emails to become interested again!
Re-engagement emails can also work well for online communities. They give you a chance to win back members who haven't connected for a while or, in some cases, let them go for better.
So, let's look at three types of re-engagement emails you can send to your inactive members!
1. Remind Members of Your Community's Value
Your members originally signed up for your community because it can add value to their lives.
Chances are, many of your members are still interested in your community, but they have forgotten because of their busy schedules!
An email to gently remind your members that you're there and of your community's wonderful benefits might be enough to entice them back into the fold. This email can also act as a signal that they are no longer interested in your community.
Hi [Member Name],
It's been a while since we've seen you in the community! I hope you're doing well.
I'd love to hear what you've been up to and what you're working on. I want to ensure you get what you need from our community.
Are you able to share some of your challenges?
In the meantime, check out this [resource, forum discussion, upcoming webinar, etc.] that I think you might find helpful.
2. Tell Your Members What's New
Maybe since your members joined, you've added a new community feature. Perhaps you've got some new exclusive content, new groups, or much anticipated upcoming events. Leverage this information in your re-engagement email and let your members know!
Hi [Member Name],
Long time no speak! I hope you are doing well.
A lot has been happening in our community recently. I wanted to reach out to get you up to speed with some exciting new developments.
Insert news #1: What is it and what is the value for this member?
Insert news #2: What is it and what is the value for this member?
Insert news #3: What is it and what is the value for this member?
I'd also love to hear how everything is going on your end. Do you have any exciting projects or challenges the community could help with?
3. Find Out Why Your Members Left
Finding out the reason your members left is critical.
By sending an email to ask for their feedback, you'll understand what happened and potentially be able to set it right!
Even if you never get them back, knowing why they left could give you critical feedback for your community roadmap and might help reduce further churn.
Reaching out to your members to discover why they drifted also shows that you noticed they're no longer around and that you care.
Hi [Member Name],
I haven't seen you in the community for a while, so I wanted to check in and see how you're doing.
If there is anything that the team and I can do to improve your community experience, just reply and let me know.
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