When you're crafting a membership program, it's easy to focus on the tiered options that will generate revenue.
However, an often-overlooked yet invaluable component is the free membership tier. Far from being a mere token, free memberships can serve as a great way to build and monetize your program.
Building Your Email List: More Than Just Collecting Addresses
When you have an email list, you have a direct channel to your customers. This makes it a lot easier to share news about upcoming events, promotional deals, or exclusive content. In short, it becomes a key asset for any marketing strategy.
Take Metallica. They’ve got a free tier that lets them offer things like occasional discounts on merchandise and exclusive content. It’s a way for them to keep their fans engaged and feeling like part of a community.
Keeping Your Members Engaged: From Fans to Superfans
The other thing a free membership can do? Increase engagement. By offering limited but valuable content or perks, you're giving people a taste of what they could get with a paid subscription. This doesn't just pique interest; it can foster a sense of community.
Tom Petty’s free membership does something similar. It provides access to a member-only message board, a place where fans can interact and get special offers. The aim here? To get people actively participating.
A Gateway to Paid Subscriptions: Scaling with Each Tier
The ultimate aim for any free membership tier is to encourage a transition towards paid memberships. The trick is to offer just enough to get people interested but leave them wanting more.
Keith Urban's has a smart setup. He starts with a free tier that essentially acts as an email update service about what’s happening in his store. If you opt for the premium tier, you get a lot more—early access to tickets, exclusive content, and additional perks that make it clear why upgrading is worth it.
When creating your free tier, consider how to make it as appealing as possible and what it can do for you in the long run. Whether it's through unique experiences or a sneak peek at premium content, make it something that people will want to sign up for, stick around for... and maybe even upgrade from!
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New to Memberships?
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Want to start your own Fan Club or do a Live Shopping Stream? Our professional services team frequently partners with clients to help brainstorm ideas, build websites and more.
*The examples above are purely illustrative and are not necessarily clients of Single.