Hello ,

Keeping your existing members happy and active month after month is the key to a profitable recurring revenue program.

Not only do these existing members keep paying their membership fees every month, but they also put even more profit in your pocket by taking advantage of your backend offers.

That’s why you’ll want to check out these five ways to keep members active, satisfied, and paying their membership fees…

1. Unlock Additional Content Strategically

The idea behind this strategy is to unlock content after a certain period of time has elapsed.

Hint:

Your goal is to identify what month is the most common cancel point, and then unlock content that keeps members active AFTER that point.

For example...

If you find that you have the highest churn rate right before people enter their fourth month of membership (i.e., they cancel after three months)..

Then you’ll want to unlock bonuses and other content during month number four.

These should be highly desirable, highly valuable bonuses that keep members engaged and looking forward to the next round of unlocked content and bonuses (which may happen every two months thereafter, as an example).

2. Use Exams and Certificates

Another way to keep members active is to offer exams after members have completed a course or other training, and then provide certificates that show they’ve completed the exam at a satisfactory level.

You can do this simply as a symbolic gesture to members, meaning the certificate doesn’t confer any direct benefit to the member.

It works as a symbolic gesture, simply because people feel good about getting any sort of certificate that reflects their hard work (especially if you send a physical copy in the mail).

NOTE: Alternatively, you can create a more stringent program where your certification means something in the niche. This requires more legwork (to get others to recognize your certificate), but it’s also not

necessary in order to keep your members engaged and active.

Here’s the next idea…

3. Offer Exclusive Resources

For this strategy, you want to create highly valuable tools and resources that are ONLY available to people when they access your program. In other words, these resources cannot be downloaded and used offsite.

For example:

• Access to a private group or forum.
• Web-based software and other tools (only accessible through your site).
• Streaming (non-downloadable) videos.

In short, provide something really valuable that’s only accessible to members, and you’ll have members sticking around for the long term!

4. Provide Live interaction

Still another way to not only boost the value of your site but increase retention is by making yourself available to your members. Here are ways to do this:

• Create “office hours” each week where people can contact you with questions.
• Offer live webinars to field questions and/or teach a specific topic.
• Do group-coaching sessions.
• Interact on the membership forum or group.

Naturally, take into consideration the membership cost when you plan how to offer live interaction.

E.G., you don’t want to offer one-on-one coaching with members if you’re only charging N5000 per month.

5. Avoid Common Mistakes

In order to boost your retention rate, you’re going to want to avoid the most common mistakes that can sink your program.

Take a look…

Mistake #1. Substituting Quantity for Quality Content

Some people think decide that the key to high retention is to inundate their members with content.

Sure, providing a lot of content is a good thing in general.

But it needs to be AWESOME content.

If you pile a heap of junk content on your members, they’re going to be canceling their memberships faster than you can say, “What on earth just happened?”

Point is, be sure EVERY piece of content in your program is valuable, desirable, and the highest quality.

This means it should not only solve a problem, but it should also be presented in a professional manner (e.g., proofread and professionally designed).

Here’s the next mistake…

Mistake #2: Providing a Poor User Experience

When people log into their accounts, they should be logging into a members area with a clean, professional design and intuitive layout and navigation.

They should also have easy access to everything they’ve paid for, as well as to your help desk/customer service.

All links and scripts should be in perfect working order.

Point is, if your site’s interface frustrates users or if they otherwise have poor user experience, they’re going to bail on you.

Note: If you don’t have the skills or time to create a good experience for your members, then outsource the site design and maintenance to a competent professional.

And finally…

Mistake #3: Focusing on New Customers Instead of Existing Customers

Most people starting with recurring revenue programs focus almost entirely on getting new members to the point that they begin to neglect their existing members.

But here’s the thing…

The easiest sale you’ll ever make is to sell another month in your program or a backend offer to your existing customers.

That’s why you’ll want to put all the above retention tactics to work to create satisfied, happy customers who’ll buy from you again and again!

Your Turn

Now it’s time for you to plan out how you’re going to retain your members and keep them happy. Answer these questions:

What sort of content and bonuses can you offer strategically?

What month has the highest cancellation rate in your site? (Determine this so you can offer content to combat churn.)

What sort of tools and resources can you offer to keep members active?

What types of exams and certificates could you offer?

What type of live interaction could you offer?

Review the mistake list mentioned near the end of this lesson.

Are you making any of these mistakes?

If so, how will you correct these problems?

That’s it for this time.

Till tomorrow

Play a bigger game

CTM

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