Guest author: Jeffrey Sass, CMO, .CLUB Domains

There is a reason American Express made the phrase “Membership has its privileges” famous. The brand had the right idea to focus on the benefits of membership to attract and retain customers. We are tribal by nature. It is in our DNA to want to belong to a community — to be a part of something bigger than ourselves. It is why clubs of all kinds have been around for thousands of years. It is why we choose to live in neighborhoods, communities and cities.

Being part of a community has never been easier or more powerful than it is today thanks to the Internet, and more specifically, thanks to the millions of websites on the so-called worldwide web. When you choose a domain name, hosting plan, and set up your own online presence, whether for business or personal use, you are joining one of the largest clubs ever – the club of website owners. And as a website owner, you are in a very unique and powerful position to attract visitors and customers, and create your own online community around your interests, your passions, your products, or services.

There is a growing trend for eCommerce businesses to focus on memberships and subscriptions. According to a February 2018 report by McKinsey & Company, “The subscription e-commerce market has grown by more than 100 percent a year over the past five years. The largest such retailers generated more than $2.6 billion in sales in 2016, up from a mere $57 million in 2011.”

And that trend continues. It makes perfect sense for eCommerce businesses and online sites of all types to treat their visitors and customers as members. Every eCommerce platform and most content-driven websites encourage visitors to establish an account and log in when they visit. If people are going to give you their name and email address, they are effectively joining your club. Your visitors and customers are members of your club, so treat them as such. Offer them the “privileges” that Amex espouses. Make them feel special for joining your community. There are a number of ways this can be done, and here are a few simple ones:

• Share exclusive content that only members receive.
• If you sell something, offer members special deals, and early access to new products or services. Occasionally include some added-value items in their orders for free as a member benefit.
• Make sure your support team makes every interaction with a member memorable, putting the member’s needs first.
• Encourage members to provide feedback and testimonials, and reward them for doing so — and LISTEN to them and let them know their feedback is appreciated.
• Shine a light on your members in your Social Media marketing (as appropriate).

In general, just imagine how you would want to be treated as a member of a club, and treat your visitors and customers the same way. Just as you enjoy feeling wanted and appreciated, so will your visitors and customers when they feel like they are a member of your “club.”

And, if you are looking for a domain name that truly expresses the community of your website or business, a domain ending in .CLUB may be a great choice. You’d be joining the countless other creative businesses and individuals that have chosen .CLUB for their online home. Take for example, Firstleaf.club, a company that has built a large community around wine by offering a customized wine club experience.

Unlike most wine clubs where every member is sent the same selection of wines, Firstleaf chooses your wines based on your personalized profile, and lets you rate the wines you receive. Then they customize future orders just for you, based on your likes and dislikes. As a result, Firstleaf has consistently been rated among the top wine clubs and has been featured in articles in Forbes, Huffington Post, Newsweek, Entertainment Tonight, NBC News, and many more. Clearly, the personalized treatment they give their members is leading to great success.

So, as you think about growing your online community and retaining and re-engaging your customers, think about them as members of your club. You don’t have to be as big as American Express to show your customers and fans that, indeed, membership has its privileges.

Is. CLUB a good fit for you or your customers?

.CLUB has many uses outside of eCommerce, and its potential for subscription-based retailers is really intriguing. Plus, you can now get .CLUB on promotion for just $6. If you’re interested in exploring some other creative domain options, check Enom’s our full TLD lineup.

Today, personal websites function as a calling card that can help your customers showcase an online portfolio, house their resume or blog, and find creative ways to establish their personal brand.

.ME is a great option for entrepreneurs, hobbyists, and professionals looking to do any of the above. And as more and more of these potential customers hop online, adding .ME to your lineup is a no-brainer.

Why you should add .ME to your TLD lineup

.ME is easy to market

.ME simply makes sense for “about me” pages, online portfolios, freelance business websites, and professional profile pages. Plus, the .ME registry provides tons of resources for those looking to build a personal brand — content that you can draw from in your marketing efforts.

.ME has big market potential

Having a stand-out online presence is becoming increasingly critical for freelancers and professionals looking to showcase their work or grow their businesses. .ME gives you a great option to offer this growing segment. There are no restrictions for the TLD, and “Me” is a word commonly understood by non-English speakers, which gives it a broad, global appeal.

It’s competitively priced (and currently on sale!)

.ME is competitively priced against popular legacy TLDs (.COM, . NET, .BIZ and .ORG), and right now, you can take advantage of $10 promo pricing.

.ME is a solid .COM alternative

Some people are able to snag theirfirstandlastname.com, but the vast majority of us don’t have a terribly unique moniker. .ME provides a short, fresh alternative when your customer’s .COM is taken.

.ME domains are memorable

We all want our websites to stand out and stick in the minds of our visitors. .ME has a novelty factor that causes people to take note. Plus, most of us would agree that websites that feel personal are often more memorable. What’s more personal that .ME?

.ME shows solid customer stickiness

.ME has a high renewal rate. The majority of .ME registrants hold their registration for many years. Customer stickiness can be further improved by combining the domain purchase with value-added services, like SSL and Email.

Marketing .ME domains to your customers

Getting creative with .ME domain names

Website owners can use their .ME to create a space that says “this is who am I and what I want people to know about me.” Some .ME registrants demonstrate the value of simply using their name alone, like medical illustrator, chinamimichaels.me. Others opt for a playful approach that takes advantage of keywords, like UK blogger, thelondoner.me.

In both cases, .ME supports the site owner’s goal of telling their story and presenting their work in a professional, yet unique and individual way.

But .ME is also employed in more surprising ways by big names like PayPal. Check out their creative use of paypal.me to simplify transactions for their users.

.ME resources you can use

The .ME team actively helps new freelancers, recent grads and small businesses to get online and stay connected to the world. Transitioning from a full-time job or directly from the classroom to a freelance career can be stressful, and often these customers spend a lot of time researching their next steps.

The .ME blog is full of resources and advice on personal branding and how to launch a freelance career. Whether it’s tips on choosing the right domain or which elements to include in a freelance portfolio, the .ME blog is full of content that can be used to help support your customers.