A Case Study – The first few months of membership are make or break. The way you welcome and onboard your members sets the tone for the rest of their member experience.
With this in mind, The National Association for Episcopal School (NAES) made the commitment to better welcome, engage, and educate their new members by developing a new member onboarding email campaign using marketing automation. As a small staff organization, NAES made a big impact with the tools and resources they had in place: MatrixMaxx AMS combined with MailChimp.
This June 2020 Webinar covered the details of how they did it, including:
- Thinking through the critical target audiences and the transition from physical paper mailings to digital emails for new member onboarding (in their case, 7 numbered /sequential emails over a 90-day period)
- Tracking key data changes in MatrixMaxx and capturing this information into a list in MailingMaxx
- e.g., Leadership Transitions
- Staff use a combination of notification triggers, dynamic criteria searches, and manual tracking (using reminders from the CRM module, to ‘remind’ staff to followup with members who indicate that a leadership change is coming)
- The new leaders are then added to particular lists which then sync to Mailchimp and trigger automation
- Conditional merge tags, using data pushed into MailChimp by MatrixMaxx (e.g., Membership Type and Status, Organization Type, Organization Name)
- Clear ‘Calls to Action’ on each message, including linking to their new store or their new Higher Logic community
- Tracking of the campaigns in MailChimp
- Ongoing care and review of these campaigns
- Lessons Learned to make this effort successful