6 Game-Changing Automation Hacks to Slash Churn on Your Membership Site

At WP101, our video training platform, we aim to empower members with confidence in using WordPress and to support their website growth over time. However, we discovered that subscription cancellations, or churn, pose a significant challenge, even when our content is highly valuable.

Often, members do not cancel due to dissatisfaction with the content. Instead, they may cancel because they become busy, forget to log in, or lose their engagement.

This is where automation has truly transformed our approach. By implementing a few straightforward workflows, we were able to maintain connections with members at crucial times, decrease cancellations, and keep our audience engaged without additional manual effort.

In this guide, I will outline the specific automation techniques we employ to enhance member retention. These strategies are simple to implement and can significantly boost your membership revenue.

The Importance of Effective Solutions for Retaining Members

High churn rates can significantly impact the subscription revenue of your membership site. When members cancel, you find yourself in a constant search for new signups just to sustain your existing income.

To address this issue, it’s essential to understand the two main types of churn:

• Voluntary churnoccurs when membersdecideto leave due to a lack of interest.
• Involuntary churnhappens when payments fail because of expired credit cards or banking errors.

Here’s a quick overview of key membership terms you should be familiar with:

While manual retention strategies can be effective for new membership sites, they quickly become unmanageable as your community expands. Eventually, you won’t have enough time to personally reach out to every member who forgets to update their payment information.

This is where automation becomes crucial. It takes care of these tasks around the clock, ensuring that no member is overlooked while you concentrate on producing high-quality content.

Here’s a brief summary of the automation techniques I will discuss in this article. You can use the links below to navigate to specific methods:

1. Automate Your Community Welcome Committee

In my experience, the most critical moment in a member’s journey is the first five minutes after they make a payment. If they have to search for your community page or request access manually, their initial excitement can quickly diminish.

Creating an automated Welcome Committee is the most effective approach I’ve discovered.

Rather than simply sending a standard transaction receipt, I utilize Uncanny Automator to promptly welcome new members into the community.

For instance, immediately after a payment is processed, the system can automatically announce in your member forum, Facebook group, or Slack channel with a message like:

Let’s give a warm welcome to [Name] who has joined our community!

This instant public acknowledgment helps the new member feel appreciated and recognized even before they log in.

To implement this, you will need the Pro version. You can find a comprehensive guide on how to set up automated workflows in WordPress using Uncanny Automator in our resource section.

Additionally, you will need an active community platform. In this tutorial, I will demonstrate using BuddyBoss, but the steps are similar for other platforms as well.

If you haven’t established one yet, you can refer to our detailed guide on creating a private community with WordPress.

Once your tools are set up, navigate to Automator » Add New and create a Logged-in recipe.

Step 1: The Trigger

Select the ‘MemberPress’ integration and choose the trigger: ‘A user is added to a membership’.Next, choose the specific membership tier, such as ‘Gold Plan’.

Step 2: Define the Actions

We aim to make the user feel valued right away. Choose the ‘BuddyBoss’ integration (or your preferred online community platform) and implement these two actions:

• Action 1:‘Add the user to a group.’Select your ‘Welcome’ or ‘Introductions’ group.
• Action 2:‘Post to the user’s activity feed.’You can automate a message like: ‘I just joined the Gold Community! Feel free to say hi! 👋’

As soon as a user makes a purchase, they instantly become part of the community. Their profile is activated, they are added to the group, and they have a post that others can engage with. This creates immediate ‘social engagement’.

2. Encourage Member Retention with Scheduled Content

I’ve observed that many membership sites struggle because they overwhelm new users from the start. Providing immediate access to 500 videos can leave them feeling lost, leading to cancellations due to a lack of time.

The strategy we implement on our video membership site is drip-fed content. By releasing material gradually, you offer members a strong incentive to maintain their subscription month after month.

MemberPress simplifies the process by automatically managing the timeline for each user.

To configure this, navigate to MemberPress » Rules and click on ‘Add New’. In the ‘Protected Content’ section, choose the content you wish to delay, such as a specific category of posts or an individual course page.

Next, scroll down to the ‘Drip / Expiration’ section and check the ‘Enable’ box.

Here, you can set the rule to activate after a certain period. For instance, you can specify ‘7’ days after ‘Member Registers’.

Rather than bingeing and leaving, members cultivate a habit of returning to your site. This small adjustment turns a one-time visitor into a loyal subscriber.

For detailed instructions on setting up both scheduled and fixed-date dripping, refer to our guide on adding automatic drip content to your WordPress site.

3. Re-engage At-Risk Members

Based on my experience, members usually leave for one of two main reasons: they either lose interest over time or become frustrated. The positive aspect is that you can leverage automation to address both issues before they decide to cancel their membership.

Here are two effective automation strategies I implement to retain these members:

Strategy 1: Re-engage ‘The Drifter’ Using FunnelKit Winback

When a member stops logging into your site, they are often just weeks away from canceling their membership. It’s crucial to reach out to them while they still have your brand in mind.

For this purpose, I suggest utilizing FunnelKit Automations. Since it operates directly within your WordPress dashboard, FunnelKit can track the exact moment a user logs in, something most external email tools cannot do in real-time.

To create this automation, simply navigate toFunnelKit Automations » Automationsand select ‘Create Automation’. You will find two specific templates available:

• Customer Winback (No Coupon):I recommend starting with this option. It sends a ‘We miss you’ email that highlights popular content or offers assistance. This approach re-engages users without impacting your revenue.
• Customer Winback (With Coupon):Use this option for members who have been inactive for an extended period (e.g., 60 days or more). It automatically generates a unique discount code to encourage them to return.

For a comprehensive guide on setting up automated coupons to win back customers, check out our detailed walkthrough.

Method 2: Identify ‘The Complainant’ with Sentiment Analysis

Sometimes, a member may be actively using your site but still feel dissatisfied. If they reach out to support with a frustrated message, it’s crucial to be alerted immediately.

Utilize Uncanny Automator’s OpenAI integration to evaluate the text from incoming contact forms. If the AI identifies negative sentiment, you can set up an automated urgent notification to your team via Slack or email.

This allows you to intervene and maintain the relationship before they decide to cancel. For detailed instructions on how to implement this, refer to our guides on using AI for customer service in WordPress and how to integrate OpenAI with WordPress.

4. Resolve Payment Issues with Automated Reminders

Involuntary churn can be frustrating, as these members genuinely wish to remain subscribed. Their credit card may have expired, or their bank may have declined the transaction.

Without a system to detect these failures, you risk losing revenue immediately. Here are two methods to automate your recovery process using MemberPress.

Method 1: Essential Notification (Native Emails)

MemberPress includes automatic emails that are sent when a payment fails. To review these emails, navigate to MemberPress » Settings » Emails.

Make sure the ‘Failed Transaction’ and ‘Credit Card Expiring’ email options are enabled. I highly suggest clicking ‘Edit’ to personalize the message.

Aim for a friendly tone instead of sounding robotic. Use a subject line like ‘Action Required: Keep Your Access to [Site Name]’ instead of a harsh ‘Payment Failed’ alert.

Be approachable and include a direct link to the user’s Account page, allowing them to update their payment information quickly.

Method 2: Dunning Sequence (Automated Recovery)

Sending a single email is insufficient, as people often get busy and may forget. To implement a follow-up sequence (for example, on Day 3 and Day 7), utilize the MemberPress » Reminders feature.

Click ‘Add New’ and set the trigger to ‘After Subscription Expires’.

Set up multiple reminders, such as one for ‘3 Days After’ and another for ‘7 Days After’. This consistent yet courteous approach can recover significantly more revenue compared to sending just one notification.

5. Show Appreciation with an Anniversary Gift

A major reason members leave is that they feel undervalued. A heartfelt ‘Thank You’ at the right time can renew their commitment for another year.

I suggest creating an automated email for an anniversary gift. This is not just a receipt; it’s a celebration of their membership.

For example, you can use automation to honor your members in various ways:

• Exclusive Bonus Module:Unlock a course or lesson that becomes accessible after their first year.
• Digital Loyalty Badge:Send a badge that showcases on their community profile.
• Surprise Discount:Provide a discount code they can use for their next renewal or upgrade.

The aim is to transform a regular billing date into a delightful experience. This helps members feel appreciated and significantly reduces the likelihood of cancellation when their payment is due.

You can achieve this using the MemberPress » RemindersUtilize the same tool we use for handling payment failures. Just click ‘Add New’ and set it to send a message ‘1 Year After Member Signs Up’.

Make sure to include the following in your email:

• A celebration:‘Happy 1 Year Anniversary!’
• A surprise gift:Provide a link to an exclusive bonus video, a helpful PDF cheat sheet, or a special discount code (like LOYALTY20) that they can use for their next upgrade.

This creates a delightful surprise moment. Members who feel appreciated are much less likely to cancel when it’s time to renew their membership.

6. Retain Members by Addressing Their Needs

Sometimes, despite your best efforts, a member may choose to leave.

However, the moment they click ‘Cancel’ doesn’t have to signify the end. You can implement two effective strategies to turn this situation around.

Strategy 1: The ‘Save’ Offer (Downsells & Pauses)

Before finalizing the cancellation, present an alternative option. Many members cancel due to temporary financial constraints or time limitations.

Utilize OptinMonster, the leading popup plugin for lead generation tailored for marketers. It features page targeting rules that activate a popup when a user visits the ‘Account Cancellation’ page, serving as your final opportunity to retain them.

This popup should include:

• A Pause Option:“Need a break? Pause your membership for 30 days.” First, activate ‘Self-Service Pauses’ in yourMemberPress » Settings. Then connect the popup button to the MemberPress Account page, allowing users to change their status to ‘Paused’ instead of canceling.
• A Downsell:“Switch to our Lite plan for half the price.”

This approach is effective as it engages the user at the critical moment of decision. By addressing their concerns (such as cost or time) before they finalize their cancellation, you provide them with a compelling reason to remain.

Check out our case study on how OptinMonster enhances conversions to discover how targeted popups can shape user behavior.

You can also read our comprehensive OptinMonster review to understand its functionality better.

Strategy 2: The Exit Survey

If the user declines your offer and chooses to cancel, your focus shifts to collecting information. It’s essential to understandwhyThey are leaving, allowing you to address the issues for future members.

I suggest adding a straightforward survey on your ‘Cancellation Confirmation’ page. You can utilize WPForms or UserFeedback to pose a single question: ‘What is the primary reason for your cancellation?’

If you notice a pattern, such as numerous complaints about video playback problems, you’ll know exactly what needs to be addressed.

For further information, check out our guide on creating a survey in WordPress.

Common Questions About Membership Churn

Learning how to leverage automation to minimize churn on your membership site is crucial for sustaining and expanding your subscriber base.

Below are responses to some frequently asked questions, along with practical tips to help you implement effective changes.

1. What distinguishes voluntary churn from involuntary churn?

Voluntary churn refers to members choosing to cancel their subscriptions, often due to dissatisfaction or a perceived lack of value. In contrast, involuntary churn occurs when memberships unintentionally lapse, such as due to failed payments or expired credit cards.

2. How frequently should I send re-engagement emails without being intrusive?

Finding the optimal timing for re-engagement emails is crucial. A common approach is to send a reminder email after 14 days of inactivity. If there’s no reply, follow up every week or two, making adjustments based on user feedback and engagement levels.

Automation tools like Uncanny Automator and FunnelKit can streamline and customize these email sequences, minimizing user frustration.

3. Should you provide a discount or a ‘pause’ option to help prevent cancellations?

Offering a ‘pause’ option can enhance long-term retention by acknowledging the member’s situation without ending the relationship entirely.

On the other hand, discounts can be effective in certain situations, especially when combined with time-sensitive offers and incentives. Utilizing OptinMonster’s popups can help present these options effectively.

4. Why are intelligent engagement triggers essential for membership sites?

Engagement triggers, such as those created with Uncanny Automator, are vital for spotting members who may be at risk of canceling due to inactivity.

By implementing smart engagement strategies, you can launch re-engagement campaigns that provide personalized content and support, thereby lowering the chances of member attrition.

Additional Resources for Membership Websites

I hope this article has provided you with effective automated strategies to keep your members engaged on your membership site.

You may also find these additional resources helpful:

• A Comprehensive Comparison of the Best WordPress Membership Plugins – An in-depth look for small business owners seeking advanced membership automation features like content dripping and dunning management.
• Creating Automated Workflows in WordPress with Uncanny Automator – A detailed guide on using Uncanny Automator, offering foundational recipes for the re-engagement and community triggers mentioned in this article.
• How to Easily Implement a Client Feedback Form in WordPress – A step-by-step guide on setting up automated exit surveys that transform cancellations into valuable business insights.
• Tracking User Engagement in WordPress with Google Analytics – A guide on setting up tracking to identify inactive members before they reach the 14-day inactivity threshold.

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