Workflow Example: New Member Onboarding

These examples were built out using materials from a GrowthZone/Frank Kenny webinar, "Automated Member Recruitment & Retention". 

Your new members are hopefully excited about their membership and your organization! Leverage that excitement by sending them a series of communications about your organization and their benefits, to get them on the fast track to being engaged members! Please note that some of your new members may need more "attention" than others; it is more important than ever to run checks to see if they are opening your emails and if not, have an assigned staff person (sales, retention specialist, CEO, ambassador) reach out to them to make sure they are receiving the communications and see if they have questions.

1. Day 0: New member joins your organization and is added to the list you have specified for this purpose. They immediately receive a welcome mail from your CEO, and are advised to watch their emails for additional communications ("Send email" step).
2. Wait for 1 day.("Wait" step).
3. Check to see if the contact is still a member ("Logic Branch" step, "Active Member").
4. If not, exit the workflow (the dropped member should automatically get signed up for a Win-Back campaign workflow) ("Exit Workflow" step).
5. Check to see if the previous email has been opened ("Logic Branch" step, "Message has been opened").
6. If not, have a designated person on your staff reach out to them and verify the email was received ("Create Follow Up Reminder" step).
7. Day 1: Member receive a "welcome to the family" email from the chair of the board, including a photo of the board ("Send email" step).
8. Wait for 2 days.("Wait" step).
9. Check to see if the contact is still a member ("Logic Branch" step, "Active Member").
10. If not, exit the workflow (the dropped member should automatically get signed up for a Win-Back campaign workflow) ("Exit Workflow" step).
11. Check to see if the previous email has been opened ("Logic Branch" step, "Message has been opened").
12. If not, have a designated person on your staff reach out to them and verify the email was received ("Create Follow Up Reminder" step).
13. Day 3: Send a link to your calendar of member-only events along with an invitation to attend, or encouragement to use something. Include a Call to Action ("Send email" step + landing page/form).
14. Wait for 4 days.("Wait" step).
15. Check to see if the contact is still a member ("Logic Branch" step, "Active Member").
16. If not, exit the workflow (the dropped member should automatically get signed up for a Win-Back campaign workflow) ("Exit Workflow" step).
17. Check to see if the previous email has been opened and the Call to Action completed ("Logic Branch" step, "Landing page has been viewed" or "Landing page form has been submitted").
18. If not, have a designated person on your staff reach out to them and verify the email was received ("Create Follow Up Reminder" step).
19. Day 7: Send your new member a direct invitation to log in and create their account in the Info Hub, and update their Directory information ("Send email" step).
20. Wait for 2 days.("Wait" step).
21. Check to see if the contact is still a member ("Logic Branch" step, "Active Member").
22. If not, exit the workflow (the dropped member should automatically get signed up for a Win-Back campaign workflow) ("Exit Workflow" step).
23. Check to see if the previous email has been opened ("Logic Branch" step, "Message has been opened").
24. If not, have a designated person on your staff reach out to them and verify the email was received ("Create Follow Up Reminder" step).
25. Day 9: Send a reminder of the benefits that are available ("Send email" step).
26. Wait for 5 days ("Wait" step).
27. Check to see if the contact is still a member ("Logic Branch" step, "Active Member").
28. If not, exit the workflow (the dropped member should automatically get signed up for a Win-Back campaign workflow) ("Exit Workflow" step).
29. Check to see if the previous email has been opened ("Logic Branch" step, "Message has been opened").
30. If not, have a designated person on your staff reach out to them and verify the email was received ("Create Follow Up Reminder" step).
31. Day 14: Ask a question. "Dear _____, we want to know your thoughts on ______." ("Send email" step + landing page form).
32. Wait 14 days ("Wait" step).
33. Check to see if the contact is still a member ("Logic Branch" step, "Active Member").
34. If not, exit the workflow (the dropped member should automatically get signed up for a Win-Back campaign workflow) ("Exit Workflow" step).
35. Check to see if the previous email has been opened ("Logic Branch" step, "Landing page form has been submitted").
36. If not, have a designated person on your staff reach out to them and verify the email was received ("Create Follow Up Reminder" step).

At this point, the series begins to move into more of a "retention" focus. Communicate at greater intervals to avoid burnout, but continue to show value and benefits, and encourage participation and involvement. Frank Kenny's recommended dates of contact are Day 30, 60, 90, 120, 180, 240, 300. At Day 300 your "new" member is about 10 months in to their membership and depending on your billing, it might be a good time to not only touch base with them personally, but advise them of their upcoming renewal.

At the end of this first year of membership, run one final membership status check ("Logic Branch" step, "Active Member") and if active, move the member from the Onboarding series to the Member Retention series ("Move to List" step).

IMPORTANT: Contacts may only go through a workflow once. If you are offering multiple items of value over time, you will need to set up a workflow for each opt-in. See Marketing Automation for more details on how to set up and copy workflows.