Case Study: HSMAI Re-engages Lapsed Members with PropFuel

HSMAI Had 700 Lapsed Members to Win Back. Here's How They Re-Engaged Members

HSMAI, the Hospitality Sales and Marketing Association International, is a global organization of nearly 5,000 hospitality sales, marketing, and revenue management professionals. In summer 2020, it needed a sensitive way to re-engage more than 700 lapsed members during the COVID-19 downturn, and turned to PropFuel’s contextual engagement platform and Ask-Capture-Act approach.

Using PropFuel, HSMAI launched a sequenced drip campaign asking, “Did you know your membership expired?” The campaign generated an 18% response rate, with 45% of respondents unaware their membership had lapsed and 69% of “yes” respondents replying to share why they hadn’t renewed. Based on those insights, HSMAI offered tailored follow-ups such as discounted memberships, retiree options, and support for those affected by job loss, identifying 96 lapsed members with intent to renew in the first month and creating more than $10K in membership revenue opportunity from related engagement.

Hsmai