Workflow Example: Win-Back Campaign

These examples were built out using materials from a GrowthZone/Frank Kenny webinar, "Automated Member Recruitment & Retention". Click here to access the webinar and materials.

So what do you do when your member has let their membership lapse? You reach out and encourage them to reactivate! This workflow is relatively simple, but can be oh-so-important in regaining a member who maybe didn't fully realize/utilize the benefits of their membership and the impact they could have on the community. The key to this workflow is adding your dropped/expired members to a list for this purpose, either manually or by syncing a membership report to the list.

1. Dropped/expired members are added to a list you have set up for this purpose. Wait for 3 months before reaching out to them.("Wait" step).
2. Check to see if the contact is a member ("Logic Branch" step, "Active Member").
3. If so, move the member to a different list ("Move to List" step) and exit the workflow ("Exit Workflow" step).
4. If not, send the first email in the series ("Send Email" step).
5. Wait 1 month ("Wait" step).
6. Check to see if the previous email has been opened ("Logic Branch" step, "Message has been opened").
7. If not, add a step for the action of your choice. Do you want to reach out to the former member personally? Do you want to add them to a different list? This step is a "free choice" depending on your organization's needs.
8. If they HAVE opened the email, perform another Active Member check ("Logic Branch" step, "Active Member").
9. If they are now Active, move the member to a different list ("Move to List" step) and exit the workflow ("Exit Workflow" step).
10. If they not, send the second email in the series ("Send Email" step). A good option is to include some kind of incentive for them to reactivate- maybe some free event tickets, or a discount code for their membership cost.
11. Wait 1 month ("Wait" step).
12. Check to see if the previous email has been opened ("Logic Branch" step, "Message has been opened").
13. If not, add a step for the action of your choice. Do you want to reach out to the former member personally? Do you want to add them to a different list? This step is a "free choice" depending on your organization's needs.
14. If they HAVE opened the email, perform another Active Member check ("Logic Branch" step, "Active Member").
15. If they are now Active, move the member to a different list ("Move to List" step) and exit the workflow ("Exit Workflow" step).
16. If not, send the third email in the series ("Send Email" step). NOTE: This is a good email to include a call to action or ask for feedback (create a Landing Page/Form).
17. Wait 1 month ("Wait" step).
18. Check to see if the previous email has been opened ("Logic Branch" step, "Message has been opened" or "Landing page has been viewed" or "Landing page form has been submitted").
19. If not, add a step for the action of your choice. Do you want to reach out to the former member personally? Do you want to add them to a different list? This step is a "free choice" depending on your organization's needs.
20. If they HAVE opened the email, perform another Active Member check ("Logic Branch" step, "Active Member").
21. If so, move the member to a different list ("Move to List" step) and exit the workflow ("Exit Workflow" step).
22. If not, send the fourth email in the series ("Send Email" step). Include a call to action (link) and let the member know that they are close to being unsubscribed. Let them know they will be unsubscribed in X amount of days (in this case, 30 days/a month) if no action is taken.
23. Wait 1 month ("Wait" step).
24. Check to see if the previous email has been opened ("Logic Branch" step, "Message has been opened").
25. If not, add a step for the action of your choice. Do you want to reach out to the former member personally? Do you want to add them to a different list? This step is a "free choice" depending on your organization's needs.
26. If they HAVE opened the email, perform another Active Member check ("Logic Branch" step, "Active Member").
27. If they are now Active, move the member to a different list ("Move to List" step) and exit the workflow ("Exit Workflow" step).
28. If they not, send the last email in the series ("Send Email" step). This email is generally a "We're going to miss you" message, letting them know you're unsubscribing them from the emails (and providing one last opportunity to resubscribe if they wish).
29. End the series by exiting the workflow.