--- title: "Membership Pro Tip: Follow-Up Emails Boost Conversions" id: "54008" type: "post" slug: "membership-pro-tip-follow-up-emails-boost-conversions" published_at: "2022-02-16T23:17:33+00:00" modified_at: "2022-02-16T23:17:33+00:00" url: "https://associationsnow.com/2022/02/16/membership-pro-tip-follow-up-emails-boost-conversions/" markdown_url: "https://associationsnow.com/2022/02/16/membership-pro-tip-follow-up-emails-boost-conversions.md" excerpt: "There isn’t enough time in the day—or staff—to follow up with every prospective member. But there is a way to set up emails that nurture relationships with them. Personalized, consecutive follow-up is key." taxonomy_category: - "Membership" taxonomy_post_tag: - "AssociationsNow" - "Marketing" - "Membership" - "prospect engagement" taxonomy_content_format: - "Article" taxonomy_role: - "Director" - "Manager" taxonomy_persona: - "Association Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » Membership Pro Tip: Follow-Up Emails Boost Conversions Associations work hard to develop prospect lists, but a lot of times those names and contact information sit in an Excel spreadsheet, and there’s little follow-up. That’s why, as part of the [member-acquisition](https://associationsnow.com/2021/09/membership-pro-tip-a-no-cost-retention-strategy/) process, a sequence of nurturing emails is a good way to boost conversions, said Leona Dalavai Scott, founder of JEP Marketing Communications. Nurturing emails [build relationships](https://associationsnow.com/2021/05/how-to-effectively-assess-your-member-relationships/) with prospective members in a personal way that introduces your association to them and shows its value and why that is relevant to them. ### **How Does It Work?** The nurturing emails are a series of three to five messages that can be easily automated to follow up with prospects. While it requires some light work on the front end to populate, there are [templates (opens in a new tab)](https://mailchi.mp/43bf7cf0bc66/fiveemailsequenceforconversion) [registration required] out there to help you get started. But then once they are added to your email marketing platform, “you can use the power of automation to deliver them to prospects over a sequential period of time,” Scott said. Here are some tips for composing the emails: - Send the emails from a single point of contact to set a more [personal, consistent tone](https://associationsnow.com/2021/05/membership-pro-tip-keep-it-simple/) . - Be [conversational](https://associationsnow.com/2022/01/membership-pro-tip-loosen-up-your-communications/) —like you are talking with someone you know. - Address topics that are important to them (e.g., what they are struggling with, [what they need](https://associationsnow.com/2021/10/membership-pro-tip-an-update-to-better-meet-member-needs/) , and how you can help). ### **W**hy Is It Effective? Since some organizations might not have the resources or staff to follow up with every prospect, this is a way to follow up with multiple touchpoints over time. ### What’s the Benefit? Without follow-up, prospects can get lost in the pipeline. “You’re basically leaving membership dues on the table,” Scott said. It’s also a waste of the marketing money you’ve invested trying to capture leads and prospects. “The email nurturing sequences are guiding them along a journey from prospect to member to sell them on the value of your association and why they need to join,” Scott said. Do you have a [membership pro tip](https://associationsnow.com/?s=Membership+Pro+Tip) ? Please share in the comments or send me an email. (Diana Herashchenko/iStock/Getty Images Plus) [Lisa Boylan](https://associationsnow.com/author/lisa-boylan/) Lisa Boylan is a former senior editor of Associations Now. [More articles by this author](https://associationsnow.com/author/lisa-boylan/) Tags: [#Marketing](https://associationsnow.com/tag/marketing/) [#Membership](https://associationsnow.com/tag/membership/) [#prospect engagement](https://associationsnow.com/tag/prospect-engagement/) **Stay Informed** [Subscribe to our free newsletter](https://associationsnow.com/newsletter/) , *Associations Now Daily News*, to find out what’s happening in the association world every business day. ## You Might Like - [TemplateMembers onlyMember Onboarding ToolkitNovember 5, 2026](https://associationsnow.com/2026/11/05/member-onboarding-toolkit/) - [VideoRecap from the 2025 ASAE MMC+Tech ConferenceMay 19, 2025](https://associationsnow.com/2025/05/19/recap-from-the-2025-asae-mmctech-conference/) - [VideoPartnerships that Drive Success: ASAE Strategic Partnership AllianceAugust 26, 2025](https://associationsnow.com/2025/08/26/partnerships-that-drive-success-asae-strategic-partnership-alliance/) - [VideoSneak Peek: Highlights from Day 2 of the 2025 ASAE MMC+Tech ConferenceMay 14, 2025](https://associationsnow.com/2025/05/14/sneak-peek-highlights-from-day-2-of-the-2025-asae-mmctech-conference/) ## Comments **Comments are for ASAE members.** [Learn more about comments on this site.](https://associationsnow.com/comments/) [Log in](https://associationsnow.com/login?redirect_to=https%3A%2F%2Fassociationsnow.com%2F2022%2F02%2F16%2Fmembership-pro-tip-follow-up-emails-boost-conversions%2F%23comments) to your member account or [join ASAE](https://my.asaecenter.org/select-a-membership-type/) !