How to Use Email Marketing for Membership Growth?

The turning point? My email list.

No joke, email marketing has become the most powerful tool I use to grow and maintain my membership program. And trust me, I’ve tried the Facebook ads, the webinars, the social media launches. They’re all fine. But nothing beats the steady, scalable, and personal power of email when it comes to turning strangers into loyal members.

Let me break down exactly how I use email marketing to grow my membership — what worked, what flopped, and what I wish I did sooner.

Start With a Lead Magnet That Actually Solves a Problem

Okay, so here’s the thing — people don’t just give out their email address anymore. You’ve got to earn it. Early on, I made the mistake of offering a boring “free newsletter” sign-up. It got… maybe 3 subscribers a month. Oof.

Then I created a free 7-day productivity challenge tied to the theme of my membership, which is about building better daily habits. Boom — 231 subscribers in a week. Why? Because it solved a real problem. It gave a quick win, which built trust fast.

Tips that worked for me:

• Keep it hyper-relevant to your paid content.

• Offer something with immediate value (like a checklist, template, or short challenge).

• Use a dedicated landing page. Always. No distractions.

If you’re not sure what kind of value to offer, this guide on creating exclusive content for members helped me narrow in on what would actually resonate.

Build a Welcome Sequence That Warms Them Up

Once someone joins my list, I don’t just throw them into my regular emails. That’s like proposing on the first date. You need a warm-up phase.

My welcome sequence is five emails over 7 days:

• Intro — who I am, what I help with, and why they’re in the right place.

• Free Value — a downloadable mini-guide with one of my best tips.

• Personal Story — how I went from burned-out to booked-out.

• Problem Awareness — the real reason people struggle to stay consistent.

• Soft Pitch — a low-pressure intro to my membership community.

This flow helps people get to know me before I ever ask for a sale. And honestly? That’s the secret sauce. People don’t buy memberships. They buy connection, solutions, and community.

It ties perfectly into what I learned from building a membership community the easiest way people want to feel like they belong before they buy.

Use Email to Create a Waitlist or Launch List

I’ve tested open vs closed membership models. For me, open/close cart cycles with a waitlist perform way better.

Why? Because scarcity works. And email is perfect for managing that.

Here’s how I set it up:

• Run a simple opt-in form with “Join the waitlist” messaging.

• Send weekly value-packed content while they wait.

• Build anticipation with sneak peeks, testimonials, and behind-the-scenes emails.

When I open enrollment, I give the list early access — and they love that.

Conversion rates from my waitlist are usually 3x higher than cold traffic.

If you’re planning a launch, read this first: running a founding member launch taught me some hard but valuable lessons.

Segment Your List to Speak Directly to Hot Leads

This is where things got real for me. I started tagging people who clicked on links about the membership or downloaded free content related to it. These are hot leads.

Now I send targeted campaigns just to them:

• A limited-time trial offer.

• Case studies from current members.

• Specific pain-point driven messages.

This increased my membership signups by around 18% over 60 days. It’s wild what segmentation can do when you use it right.

Pro tip: Keep your tags simple. “Interested in membership” is enough to start.

And if you’re using Payhip, this article on how to use Payhip for membership sales breaks down how to connect tagging and automation on that platform.

Automate the Member Nurture Once They Join

Email isn’t just for getting new members — it’s how I keep them engaged. When someone signs up, I trigger a member onboarding sequence:

• Day 1: “Welcome! Here’s what to do first”

• Day 3: “Top 3 trainings to watch now”

• Day 5: “Meet your fellow members”

• Day 10: “How to stay consistent each month”

Open rates? Over 60%. It sets the tone. Helps reduce churn. And honestly makes them feel like they’re seen.

Retention is just as important as growth. If you’re working on this too, check out membership retention strategies — that article helped me figure out what to prioritize.

Send Consistent Value-Based Emails (Not Just Sales)

Nobody wants to be sold to every day. That’s why 80% of my emails are pure value:

• Weekly tips related to habits and productivity.

• Quick wins.

• Personal updates, mistakes, or mindset shifts.

• Tools I’ve tried or stories from other members.

The other 20%? That’s when I make offers, run promos, or re-open the cart. It’s permission-based marketing. And it works because I’ve already built trust.

My motto: Nurture first, sell second.

Things I Wish I Did Sooner

• Started my list before launching my membership. I built the thing first, then realized no one knew about it.

• Focused on one lead magnet instead of juggling five.

• Sent emails more consistently (even when I didn’t feel “inspired”).

• Used stories more. People remember stories. They forget features.

Final Thoughts

Email marketing isn’t just a channel. It’s the backbone of how I grow my membership and connect with the people I want to help.

You don’t need a huge list. Just the right people, the right message, and a commitment to showing up consistently.

So if you’ve got a membership or plan to start one? Build that list. Create a simple funnel. Tell real stories. Give real value. And let email do the heavy lifting.

Trust me, it’s worth it.