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Throughout an exciting 2nd quarter, we've been hard at work helping customers position their memberships in the midst of a difficult period. Tightened consumer spending, inflation as well as other macroeconomic developments continue to influence the landscape of membership.

They are exactly the kinds of challenges we encourage our customers to embrace. They offer unique opportunities to grow and improve member retention. Through the period we assisted many of our clients navigate this terrain with smashing success while uncovering new paths to grow their memberships and protect the revenue streams they've worked for so long to create.

The method

A lot of our customers were coming off great member growth from the fourth quarter of 2021 as well as the first quarter of 2022. This time of record-breaking expansion clearly showed the necessity of a plan for memberships that would not only ensure these gains but increase the existing value these memberships were already delivering to members.

We were confident this could be achieved by:

• Adding incremental member benefits to the areas which have been proven to be effective in previous quarters (for those who are members already)
• Relying on value propositions that are already in place for identifying 'problems that must be resolved' for future members

Recurring revenue growth is a challenge for customers. Remaining a recurring income is twice as difficult. Q2 showed us that customers who were nimble with their strategy managed to sustain and possibly increase their recurring revenue within a very complex environment of membership.

And that's exactly where the magic happened. We collaborated closely with our clients to provide successful membership strategies that produced amazing results in an era when most people believed growing membership "wasn't supposed to occur".

The outcome

The customers we worked with saw strong and sustainable member growth in Q2. Our customer success portfolio, 82% of customers reported YoY rise by 95% or more during the second quarter. These customers were additionally able to keep or even surpass their average membership retention rate from prior six months.

The first strategy we implemented involved a mix of landing page optimization, creative audience targeting and promotions designed to coincide with broader market themes that drive membership growth. The acquisition-focused strategies were tailored to the needs of every customer, and translated to membership growth that was higher than those observed in the second quarter of 2021.

In addition, enhancing the current benefits of membership as well as increasing the general utility of member benefits proved crucial in ensuring that members stayed loyal during the entire quarter. Discovering ways to increase value, which ultimately makes its return to the members could play a significant role to determine the outcome of member retention.

We have helped customers collaborate with leaders in the industry to increase results, or offering exclusive discount on products or services that are complimentary, the strategies we implemented with customers resulted in the average retention of members of 82.2 percent in Q2.

The Future

Today more than ever, we see membership becoming the entry point into a wider ecosystem of offerings, but not as the final product.

We're helping customers navigate the next chapter of membership. We think that the multiple layers of benefits that meet the needs of members no matter where they are on their journey will be the main focus of this chapter.

Since the beginning of the year, the key question has consistently been "What's the latest feature that a membership could offer to help grow and keep members?".

The answer is now rapidly becoming more clear. And here at , we could not be more thrilled about helping our customers continue to profit from what we consider to be the most exciting time ever to operate a membership business.