Meetup.com User Lifecycle

http://www.gettingmoreawesome.com/2011/03/18/how-meetup-com-brings-in-the-cash-with-personalized-email-marketing/

by rishi • 15 years ago

44 10 15 years ago

city41• 15 years ago

Yes meetup is really good at this. I started a meetup and for the first couple weeks only about two people joined. Then all of a sudden the meetup machine kicked in and practically overnight about 50 people joined.

They definitely work hard to make the $19/month they charge you worth it for their customers.

jlees• 15 years ago

The email alert method of retention works to some extent, but the more engaged users (multiple meetup groups and interests) get so much email it just becomes spam. Plus, alerting to new groups in a very high traffic location is also a bit overwhelming. I wonder if they are tracking unsubscribe-from-email metrics and aiming to satisfy this (probably quite small percentage-wise) set of users too?

ish_ish• 15 years ago

Agree completely. I think there is definitely high-churn on their subscriber base if things start to feel spammy. Basically yes something should be considered relevant after I express interest in it. But I find that meetup does a bad job of differentiating what the service sends out versus what I decided to get alerts on. Compare this to something like Quora where when I 'follow' a topic (another type of indication of interest) I get email alerts. But its simple for me to know as a user that I can stop following that topic and stop getting alerts. That doesn't mean I shut down all of Quora alerts at once. Compare this to Convore, where I unsubscribed immediately after I started getting all kinds of email from them that seemed completely irrelevant to what I had originally signed up for. I couldn't figure out what on the site was causing all the spam. So what did I do? I shut down the entire service. Bottom line you are playing with fire with email alerts -- make sure its clear to the user whats causing the alerts to happen and give them fine-grained tools to control them.

jenniart2• 15 years ago

Yeah, I agree that alerts have to be very transparent for this model to work in the long run.

miah_• 15 years ago

They need to stop forcing people to login to unsubscribe. That missing feature has caused me to delete my meetup account completely a few times now.

Why do I keep going back? Because a local group I meet outside of meetup has their mailing list, schedule, or something on their meetup site and I need to have an account to take part.

Though honestly I'm about to delete my account and will likely never re-create it.

jenniart2• 15 years ago

I've never gone to a meetup, although I've checked out the site before... I think if I saw a meetup about narwhals or Conan I would go. Lol

dmix• 15 years ago

I've deleted my Meetup account on two occasions because of the amount of spam they sent me.

I ultimately had to rejoin in order to attend certain events but I still lost trust for the service.

joe_the_user• 15 years ago

I like Meetup a lot and I've had a couple active Meetups for a couple years.

The thing I don't like is that the feature they've been seem to be copied from Facebook rather than being specific to Meetup - especially, it would be nice to have to calendar and event oriented and less chat-oriented (especially, it's annoying getting extra-info about event I already decided not to go to).

But the valued offered by Meetup is in many ways better than the Facebook equation; Meet people you don't already know face-to-face rather than chatting online with people you've known forever anyway.

tewolde• 15 years ago

I agree, and since meetup.com is a lot more locally relevant it has more "opportunities" to connect with their users in a way that would not be regarded as spammy.

Though it is harder to scale, I think there is a lot of potential in this go local strategy.

joe6pack• 15 years ago

I run a large meetup (SVNewTech), and agree with a lot of the points this article makes. I've tried to apply the email marketing concepts to my startups, and have seen others do so, as well (Convore & Quora come to mind).

One interesting aspect of Meetup's email strategy that the author doesn't mention (because it's only tangentially related): Meetup.com doesn't give organizers access to their community members' email addresses. The only way for the organizer to contact the community is through Meetup - this creates lock-in to the service (and much frustration). It's probably a wise business policy for Meetup, but becomes a point of contention for the organizers of larger groups.

On a related note, Meetup seems to succeed in spite of itself. They recent released sweeping changes to the design & functionality of the site without notifying organizers, resulting it this epic thread of discontent: http://www.meetup.com/boards/thread/10376961/0/

I think there's a great opportunity to create a service like Meetup that addresses some of these downfalls. If anyone is interested in building something like that, let me know: joe (AT) svnewtech [DOT] com

Meetup.com User Lifecycle

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