Lifetime Membership Offer Email Sequence
The background
McGill Music Sax School is an online membership platform for adult saxophone learners, with members in over 80 countries. I worked with this client for over 8 years.
After running regular promotions offering a 40% discount on annual membership, we decided to try something different. We developed a “Lifetime Membership”, which we would offer to both existing and new members.
The messaging
Using our deep knowledge of Sax School members, I created a number of copy ideas focusing on the benefits of the Lifetime Membership offer. These included:
“Locking in” a lifetime of access to online saxophone lessons, live sessions, tutor support and resources for a single payment
Value for Money - the Lifetime offer represented a saving for members who stayed for more than 3 years
Peace of mind - insuring against any financial hiccups down the track
Making a commitment to learning saxophone for the long term.
I used real student stories and testimonials to provide social proof and show what students could achieve with Sax School.
The client also used this messaging in the sales page video.
The emails
I created a short, sharp email campaign with 3 emails to existing members, and 4 emails to non-members.
The results
Great engagement: For the existing member list an average open rate of 59% and high click rates (16% average).
For the total list (members and non-members) we achieved an open rate of 34% and a click rate of 1.5%.
Great sales: Total revenue achieved from this email campaign was £81,754.00 with 82 Lifetime Membership sales.
Client Testimonial
Clair has helped my business massively for the past few years with email and blog copy that truly engages our customers. Her emails for our most recent campaign saw open rates up to 59% that generated £80k+ in revenue in just 4 days!
Nigel McGill, McGill Music Sax School
