What is an effective way to re-engage members who have lapsed?

Offering exclusive promotions or incentives for rejoining is an effective strategy to re-engage lapsed members. This approach creates a sense of value and urgency, motivating former members to consider returning to the service. When individuals have let their memberships lapse, they may have various reasons, such as cost concerns or dissatisfaction. By providing special deals, discounts, or exclusive perks, businesses can tap into former members' interest and encourage them to take action. It serves as a reminder of the benefits they previously enjoyed and can help overcome any hesitations they may have about renewing their membership.

In contrast, increasing membership fees may further alienate potential returning members who are already hesitant about cost. Changing the business location is unlikely to address the underlying reasons for their lapse and may even complicate matters. Similarly, reducing service availability would create additional frustration and dissatisfaction, discouraging lapsed members from rejoining. Therefore, offering promotions or incentives stands out as the most effective strategy for re-engaging lapsed members.