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How to capture more email addresses on a membership site?

by ElGuapo
6 replies
Hi all.

I run a membership site selling music lessons. I currently have a standard-ish setup of a sales page, pricing page, login, etc. I've been considering a few options to capture the email addresses of the visitors browsing those pages.

1. Retool the website by creating a free membership level. Encourage people to sign up to it on the homepage (hiding the pricing page) and provide new sign-ups with a dozen or so free lessons. Invite them to upgrade on the flipside.

2. Keep the existing setup and have an exit intent pop-up for a giveaway.

3. Make the main offering on the homepage an opt-in/gateway (similar to option one, but without creating the free membership level.)

Any thoughts on the best route to go (especially from membership site owners)?
#addresses #capture #email #membership #site
  • Profile picture of the author Steve B
    What are your current members telling you about their paid membership? Do you have a high drop out rate? Or are they satisfied with the way things are and stay paid members for a year or more?

    I ask because if you have high attrition or difficulty in attracting paid members in the first place, the chances are good that you need to fix your overall strategy rather than worrying about adding a free membership level.

    If you get decent and consistent targeted traffic but your paid members are few then I would suggest determining where the root problem lies and fix it as part of an overall new strategy.

    On the other hand, if paid memberships are coming in at a good consistent rate that you're happy with, then you can worry about an email capturing method that is simply added to what you're currently doing.

    I think having a "public" (instead of calling it "free") level and a paid "private" works well. But I wouldn't just give the public sign-ups a few lessons for free and then hope they switch to paid private. I would capture their best email address, send them the free lessons immediately, then send them a weekly email or newsletter. You want to keep feeding them great content with value in the niche in order to nurture them toward a paid membership.

    Also, I wouldn't hide the pricing page - what does that accomplish? Why not be open and straightforward - let your prospects know what a great bargain it is to be a paid member! Focus on the benefits of paid membership rather than the features of your site. If you can't think of many benefits then you have a problem. Joining as a paid member should be a no-brainer if your offer is compelling enough.

    "Public" members may never join your paid group, but as long as you provide them weekly contact and give them valuable information, you may be able to get them to buy from your affiliate links or products that you can offer them as the developer/creator.

    The best to you,

    Steve
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    • Profile picture of the author ElGuapo
      Hi Steve, thanks for your reply! I fear I was not clear enough in my original post. Let me clarify a few things:

      If you get decent and consistent targeted traffic but your paid members are few then I would suggest determining where the root problem lies and fix it as part of an overall new strategy.

      This is part of a strategic rethink. We do pretty well, but feel we could do better. By capturing more visitors' email addresses we are reckoning that we can improve the overall conversion rate.

      But I wouldn't just give the public sign-ups a few lessons for free and then hope they switch to paid private. I would capture their best email address, send them the free lessons immediately, then send them a weekly email or newsletter.

      Yes, we already do this for those who opt-in to our various giveaways. We use ActiveCampaign, have tailored automations set up, followed by weekly content (videos, articles, podcasts, special offers.) We feel confident on that end of things. It's more about the model we go for to increase the number of organic email subscribers.

      Also, I wouldn't hide the pricing page - what does that accomplish? Why not be open and straightforward - let your prospects know what a great bargain it is to be a paid member!

      We are open and straightforward and the pricing page is clearly marked (and an important landmark for our Facebook pixel.) I just assume that a page should have a clear objective. Currently that objective is to get people to the pricing page. But if we moved to a freemium model, and the objective shifted to capturing the email, then the pricing page would be present (along with the sales page) after folks have opted in, otherwise it could distract and hinder the primary objective.
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  • Profile picture of the author hardworker2013
    The best way to capture the email addresses legally from visitors to your website is to offer a free gift, it can be something to do with music lessons since that is what your website is about. This can be done by setting up a optin page or widget on your website.
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  • Profile picture of the author technicky
    by offering a free gift.
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    http://www.supremesupportservice.com/
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    • Profile picture of the author pawandave
      Banned
      Offering a free Gift or if that is paid membership site , offer 3 to 5 days FREE trial..
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  • Profile picture of the author zeus136
    I would go with option 2 with the pop up subscribe form.

    You could use Udemy to sell your music lessons.

    Best regards, Kathleen
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