Page 16 - US Travel Association Membership Marketing Plan

The 3-6-9 member follow-up campaign is a strategic approach to engage new members at three key intervals: 3 days, 6 weeks, and 9
months after joining. Its goal is to enhance retention, ensure members find value in their membership and foster a sense of

belonging.

3-6-9 Follow-up Campaign
Breakdown of the 3-6-9 Follow-Up Campaign

3-Day Follow-Up

Objective: Welcome and onboard organizational contact and individual staff members.

Send a personalized welcome email detailing benefits and resources.
Encourage joining any committees

Provide links to key USTA member resources, like portals and events.

Encourage them to follow social media and engage in online communities.

6-Week Follow-Up
Objective: Assess engagement and add value.

Actions:

Email the new members to see how they enjoy their membership and offer help.
Highlight underused benefits such as up-and-coming networking events, online resources, advocacy efforts, and other engaging

benefits.

Request feedback to improve future engagement.

9-Month Follow-Up

Objective: Reinforce membership value and encourage renewal.
Actions:

Send a personalized email summarizing their journey and benefits.
Communicate renewal options, including any discounts.

Suggest ways to deepen involvement, like attending events or volunteering.

Personalization: Tailor communications to reflect member interests.

Automation: Use email marketing and CRM tools to streamline follow-ups.
Analytics: Track engagement metrics to refine future messaging.

The 3-6-9 follow-up campaign effectively boosts member retention through timely engagement, enhances the member experience,
and increases renewal likelihood while showcasing the association’s commitment to its members.