Ep 242: How to Handle a Failed Membership Launch
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How to Handle a Failed Membership Launch
You launched your membership and the numbers are not what you expected.
Maybe you expected 100 sales and got one.
It is easy to decide the launch failed. But one sales number does not tell you what went wrong.
Was it the offer? The messaging? Did enough people see it?
Before you change your membership, diagnose the launch.
Start With Your Own Numbers
I recently helped a membership owner break down a founding member launch.
He sent a flash sale email to 29,000 people. About 7,600 opened it and 912 clicked.
Then one person bought on day one.
It is easy to focus on that one sale. I would start earlier.
How does the 26% open rate compare to his normal emails?
How does the 3% click rate compare to emails he usually sends?
Benchmark against your own metrics first.
If your open rate is lower than normal, you may have a subject line issue. If people are opening and clicking but not buying, that tells you something different.
Find where the numbers start to break down.
Do Not Judge Your Launch on Day One
Most people do not buy on day one unless you give them a reason to act.
That could be a special day-one bonus like a private call, VIP group call, or bonus training.
If there is no urgency around joining on day one, do not panic when people wait.
And remember, one email is not enough.
People are busy. You are competing with work, family, Netflix, and everything else happening in their lives.
For a short flash sale, I recommend sending two to three emails each day.
Some people may unsubscribe. That is okay.
Do not be afraid to tell people about the value you provide because you are worried someone might leave your list.
Give People a Reason to Join Now
Your launch emails also need to help people make the decision.
Why should they join today instead of two months from now?
For founding members, that may mean more access to you. It may mean deeper relationships with the first members. They also get to help shape the membership from the beginning.
Make that value clear.
Sometimes people need more than an invitation. They need help seeing what becomes possible when they say yes.
If Sales Stay Low, Ask Why
If you email consistently throughout the launch and still see less than a 1% conversion rate, then I would start looking at the messaging and offer.
But do not guess about what went wrong.
Ask.
After the launch, email the people who did not buy and ask why they decided not to join.
For a small list, ask them to reply. For a larger list, use a simple one-question survey.
Then talk to the people who did join.
Why did they say yes?
What would have made joining a no-brainer for the people who said no?
Their answers can show you what you missed.
Maybe they want something you do not offer.
Or maybe you already solve the exact problem they need help with. You just did not make that clear in your emails or sales page.
That is why you ask instead of assume.
Keep Learning and Keep Going
Getting to 1,000 members is possible. But for most membership owners, it does not happen overnight.
It takes consistency over time.
Learn. Do. Learn again.
Become a student of memberships, marketing, and retention.
So when a launch falls short, do not rush to decide that your membership does not work.
Look at the numbers. Finish the launch. Ask your audience what happened.
Then use what you learn to make your next move.
Want Shana’s help figuring out your next move?
See how you can work with me at shanalynn.com.
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