Using Email as a Delivery Channel

In this episode, I dive into the concept of "off-platform engagement" and why it's becoming essential for membership owners.

I discuss how member behaviors have evolved and why relying solely on getting people to log in to your site is no longer the only—or even the best—way to deliver value.

I share practical strategies for removing friction and ensuring your membership stays relevant and engaging by meeting members where they already are.

You'll walk away with ideas to broaden your engagement approach and make your membership more resilient for the future.

In this episode:

1. Why is it no longer realistic to expect members to visit your website every time they want to engage or gain value?
2. How does "off-platform engagement" help reduce friction and improve the member experience?
3. What are actionable ways to deliver value to members outside of your membership platform (such as email and private podcasts)?
4. How can rethinking engagement strategies help your membership thrive in an increasingly distracted and competitive world?

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Key Quotes & Takeaways:

"We're talking about something that I'm calling off-platform engagement. So By this I mean embracing the notion that not everything about getting your members engaged means getting them to come to your website, getting them to log in, getting them to post in your community hub, or engage and consume stuff within your learning portal."

"We can start looking at ways that we can push our value, push the benefits, push the value of being a member into the spaces that are in their world, onto their turf, taking our value to their inbox, to their podcasting app, to their daily workflow, to the systems and the environments that they are operating in."

"We embed the value in those emails. Yes, we still want to get people back to our website. But if they don't have time, if they are consuming on the go, just by reading the email, on their email app, on their phone, they're still getting some value from being a part of your membership."

"Private member-only podcasts are a fantastic way of doing that. So having a podcast that is only available to your paying members,. So they're the only people who can subscribe, they've got private subscription URLs that only work when they are active and paying. This gives you a channel for off-platform engagement that is ripe with potential."