Written by James Charles, Sophie Adams and Mark Lewis
Our expert Customer Engagement Coaches have collated a list of awesome automated email and SMS messages covering a multitude of scenarios within Ops, Marketing and Retention that you can set up to send to your members in just a few clicks with our user-friendly Digital software.
Scenario 1 – Your New Member Journey
Almost 1/3 members fail to visit in their first 3 months[i].
In the first 6 months of membership, making a club visit at least once in a given month reduces the risk of cancellation in the next by 27%[ii].
New member onboarding which creates an exercise habit is incredibly important to the success of your club.
With Digital, you can create tailored communication journeys, which look at criteria such as join date and attendance, to engage your new starters and take them through their formative months with your club.
Scenario 2 – Service Interruptions and Maintenance Issues
Yesterday afternoon the showers in your ladies locker room had no hot water. You worked frantically to fix the issue and managed to get an emergency plumber in that evening. This morning all is well with the world again. You need to apologise to those affected by yesterday’s disruption, but you don’t want to alert those who were unaffected as this is not relevant to them and may, unnecessarily, plant a seed of doubt in their minds about your service delivery.
In just a few clicks, Digital allows you to set up and send a message just to female members who swiped-in yesterday. Female members who didn’t attend yesterday won’t receive the message. Male members won’t receive the message, whether they attended yesterday or not.
Scenario 3 – Rewarding Visits
According to ‘Incentive Theory’[iii], human beings are motivated to take an action, such as visiting the gym to workout, by the promise of external recognition. The more often a member visits the more likely they are to remain a member. For example, compared to not making a visit in a given month, making at least one visit reduces the risk of cancellation in the next by 20%[iv].
Digital gives you the ability to reward your members for their number of attendances within a set time period, such as the past 28 days, or mark overall membership milestones such as 25, 50, 100 visits etc. Being aware of their total visits can also facilitate a bit of healthy competition between friends as they try to outdo each other for bragging rights!
Scenario 4 – High-Risk Members
Digital’s exclusive built-in ‘Risk of Dropout’ algorithm helps you to re-engage disengaged members when they are deemed as being at high-risk of cancellation based on a variety of factors to do with their behaviours and demographic information, assessed periodically on an ongoing basis.
Research shows, engaging with your members is an incredibly powerful tool in improving their experience of your club and therefore length of stay. 97% of members say they value communication from their club and members who receive SMS and email are twice as likely to be a club Promoter (scoring 9 or 10 out of 10 on their NPS®) – with Promoters being 33% more likely to stay members for at least 2 years than Passives or Detractors.[v]
Scenario 5 – Expiring Memberships
Automatically catch your members before they lapse with a safety-net communication reminding them of the value of your club and/or sharing an enticing renewal offer.
Scenario 6 – Re-Engaging Cancelled Members
Set up a workflow which sends an email or SMS text message to cancelled members a set number of days/weeks/months after they leave to reel them back in.
Net Promoter, Net Promoter System, Net Promoter Score, NPS and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.