More and more fitness operators depend upon email as a primary means of communicating with members. Email is easy to use, low-cost, and well targeted.
Although industry experts are aware of its undeniable benefits, The Retention People (TRP) wondered if clubs were using email effectively. To help answer this question, TRP completed the largest ever controlled study in the health and fitness industry, and the findings provided invaluable information that all club operators should be aware of when executing email strategies.
Here are three tips to help boost your email communications strategy for member retention.
1. Take the time to send the right emails to the right people. Email communications is only effective when done right. Results showed that although some types of emails have a positive effect, many types of emails had no effect or even showed a negative impact on retention. This included communication to longer standing members, who have not had any previous digital contact (i.e. email/SMS), and blanket emailing of members who recently visited the club.
2. Start emailing new members early on for best results. It is important to begin emailing members early in their membership so that they become accustomed to digital communications appears to be vital, the report found.
3. Target, target, target. Using TRP algorithms for ‘risk of dropout’, emails to the following member segments were found most effective:
- Members who are new – joined less than 3 months ago
- Members who are at a high risk of quitting
- Members who have had no attendance for 7 consecutive days, but less that 14 days
For more in-depth information, graphics, and guidance, read the IHRSA Member Retention Report: Measuring Retention by clicking the button below.