Sites owners that manage subscription-based memberships deal with this question all the time…
How can I prevent members from cancelling their subscription to my membership site?
Finding the answer to that question will lead to a lot more revenues and higher retention rates.
All the tactics specified are actually great for both new and existing members:
Existing members who are considering to cancel their membership to make them stop and really think hard before they cancel if they can benefit from your membership site after all. Many people even subscribe to different membership sites, but don’t really engage with it, so it is also a great way to engage your existing members, if they do decide to keep their membership.
New potential members who are “sitting on the fence” and not sure whether they want to register. Closing the registration when you hit a certain limit, will make them take a decision faster.
Tactics to Preventing Members’ Cancellation
Here are 7 different tactics you can use to prevent members from cancelling their membership or, at least, making them re-think before they do:
1. Raise the membership’s price after a period of time
Raising the price of your membership after a specific period of time is an excellent way to make existing members re-think about the cancellation and moreover, it will encourage potential new members to register before the price goes up.
When to raise the price: You can announce “early birds” registration and raise the price after X number of days or when you hit a certain limit of members.
2. Close the registration / allow registration for limited time only
We have seen this tactic in many of our clients’ membership sites, which is to close the registration and open it several times a year only.
Also, announcing when will the next opening occur is also very beneficial – for example: “Registration will open on spring 2015 / April 2017 etc.
3. Offer special monthly bonuses
The trick here is not just to offer monthly bonuses, but to grant access to the bonuses only to members who were members in the same month the bonus was released, so, for example: a member who registered during January 2015 will not be able to access bonuses from December 2014 (and the months before).
4. Delete / archive content after specific time or date
Schedule posts to be deleted or archived after specific amount of time, so members know they will not be able to access specific contents in the future.
5. Drip your content
Deliver content to members by dripping it to them on a regular basis. This will not only prevent information overwhelm which may also cause members to cancel their membership, but also make them want to stay and consume future content (assuming they found the previous content useful). This can be done using Wishlist Content Scheduler plugin by Wishlist Products.
6. Send expiring members email notifications
If your membership includes an expiration date and members need to renew their membership in order to continue their membership / upgrade to a higher one then you should be able to notify them their membership is about to expire in order to increase their chances to renew it.