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SNMMI Sparked Recruitment Among Their Lapsed Member Base

The Challenge

SNMMI was sending generic “we miss you” messages to members hoping they would renew, but there was minimal strategy behind their marketing actions.

The Solution

SNMMI used automated email campaigns built with Higher Logic Marketing to re-engage members, resulting in 237 total lapsed member renewals and $28,206 in increased revenue in only 60 days!

team celebrating lapsed member renewals

“The numbers speak for themselves. We immediately got a return on our investment with the revenue from returning lapsed members.”

Kaitlin Solomon

Former Senior Manager of Member Engagement, SNMMI

The Need for a New Messaging Strategy

At first, SNMMI was hesitant to utilize the marketing tools that were available but unfamiliar to them for fear of making a mistake that would negatively impact the member experience. But SNMMI identified a need to address these technical challenges and appeal to lapsed members with a new messaging strategy. So they worked with their Higher Logic Advisor (dedicated strategic guidance is available through our Services+ package) to develop a lapsed member campaign to support their goals.

Deepening Member Engagement Through Automation, Segmentation, and Personalization

Higher Logic staff trained SNMMI staff to strategically use tools like member personas, sample messaging, compound targeting, marketing automation, and data tracking to communicate with lapsed members. As part of their reinstatement campaign, SNMMI developed four unique automated workflows for three lapsed member segments.

“Something that I know was invaluable for me, and that I’ve shared with everyone at the office, is learning the benefits of using compound target groups. Between developing personas and learning how to do the automated campaigns, it was worth every penny,” said Kaitlin Solomon, SNMMI’s Senior Manager of Member Engagement.

Each campaign focused on three distinct messages disseminated over several weeks. They targeted lapsed members by member type, using member personas developed around their profession. After the automated workflow, SNMMI repurposed the emails to target those who had not opened any previous emails. This allowed them to use content they knew was well-received, but with different subject lines. They also targeted those who had opened every email for follow-up messaging (digital and direct mail), since these were considered hot targets based on engagement.

The results: In total, SNMMI achieved 237 total renewals from the lapsed member list and $28,206 total reinstatement revenue in only 60 days.

“From one campaign segment alone, we more than made up our Services expenses. Aside from learning new tools and tracking hacks (valuable from a staff standpoint), we also saw an obvious return on investment with the reinstatement revenue totaling $28,206.”

Kaitlin Solomon

Kaitlin Solomon

Former Senior Manager of Member Engagement, SNMMI

Looking to the Future

SNMMI is focused on their strategy and have a clear vision of where they want to go with it. Moving forward, SNMMI’s staff now has the knowledge and skills needed to efficiently:

  • Develop strategic, automated marketing campaigns using the Higher Logic platform for a variety of functions, including recruitment, renewal, sales, and event registration
  • Set up compound target groups to track those who have opened every email but didn’t convert. These are their hot targets since they are paying attention, and most importantly, not unsubscribing
  • Use analytics to determine what messages were most cost-effective, in terms of open rates, CTR and conversions.
  • Adjust messaging, subject lines, and delivery order of next year’s automated renewal campaign
  • Re-purpose messaging and design templates for recruitment campaigns, regular renewal outreach, and member engagement based on the established personas

About The Society of Nuclear Medicine and Molecular Imaging (SNMMI)

With nuclear medicine and molecular imaging rapidly expanding, it’s critical that The Society of Nuclear Medicine and Molecular Imaging’s (SNMMI) members stay informed about the new therapies, devices, and drugs that are redefining the way patient care is managed. SNMMI is a dedicated society that proudly represents 17,000 nuclear and molecular imaging professionals worldwide, working to facilitate the knowledge, tools, and resources necessary to strengthen and advance their meaningful careers in the field.

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