Membership campaigns that recruit, renew and reactivate.
Coordinated membership marketing campaigns across paid social, search and email — planned around lifetime value, not vanity metrics, and measured on the members they win and keep. Plus a planner to size the budget before you spend it.
Campaigns judged on members kept, not clicks.
A membership campaign that generates cheap sign-ups who churn in year one has cost you money, not saved it. We plan every campaign around lifetime value — targeting the members who stay, and funding renewal and reactivation alongside acquisition.
This sits alongside our member acquisition strategy and the wider membership marketing programme — campaigns are how the strategy gets executed in-market.
“The cheapest new member is the one you didn’t lose. Fund the renewal campaign before the recruitment one.”
Every campaign has one goal, one offer and one deadline — recruit, renew or reactivate.
Paid social, search and email carrying one coherent message to the right segment.
Judged on cost per member against the lifetime value that member represents.
Renewal data feeds the next campaign, so targeting sharpens every cycle.
Five campaigns across the member lifecycle.
A membership calendar combines several of these across the year — winning members, keeping them, and recovering the ones who slip away.
Bring the right prospects into membership — targeted paid social, search and email built around who renews, not just who signs up. Acquisition only pays back if the members stay.
A structured run-up to the renewal date — reminders, value recap and easy payment — so renewing is the obvious choice. The cheapest members to keep are the ones you already have.
Recent leavers valued you once. A segmented win-back campaign with a specific reason to return recovers members far cheaper than acquiring cold ones.
A new tier, benefit, conference or membership year needs a campaign behind it — a coordinated push across channels with a clear offer and deadline.
Your members are your best channel. Referral campaigns turn satisfied members into recruiters, lowering blended acquisition cost with warmer, higher-retaining leads.
Size a campaign before you spend.
Set your budget, target cost per member, average fee and how long members stay. See the members you’d win and whether the lifetime value justifies the spend. Illustrative — nothing is stored.
At this ratio the campaign more than pays for itself over a member’s lifetime — the level a sustainable acquisition campaign aims for.
Four steps from brief to kept members.
The same disciplined loop behind every campaign, whether it’s recruiting members or winning back lapsed ones.
Recruit, renew or reactivate — then fix the numbers: budget, a target cost per member, and the lifetime value that has to justify it.
Aim at the segments that stay, not just the cheapest clicks. A low CAC on members who churn in year one is expensive, not efficient.
A clear reason to act now — a deadline, a benefit, a trial — carried across paid social, search and email in one coherent message.
Judge campaigns on the members they keep, not the leads they generate. Feed renewal data back so each campaign targets better than the last.
Membership campaign FAQs.
Run a campaign that pays for itself.
Book a free consultation and we’ll plan the campaign calendar, set the targets and run it — measured on members won and kept. New subscription startups and member clubs can start on a free trial.