The Winback is a huge focus in the fitness industry. While retention of current clients should be the bigger focus, there is still some value in reaching out to lost clients. How you set up your winbacks will determine their success.
Reaching out to customers who have not been in the past six months to a year (or even longer) is often a lost cause. Many factors may have determined why they did not return. Perhaps they moved, or had a baby, or moved to another studio. Or maybe their experience at your studio did not meet their expectations. Regardless of the reason it is best to start reaching out within thirty days of no visit. This way we can ensure they had a recent visit and are not reaching out to people who vaguely remember your business.
A successful Winback campaign:
1. Reaches out to clients who have not had a visit in 30 days. Send an email with a video or pdf. Instead of the message “we miss you” your message should add value. “We noticed you haven’t been to the studio and understand life sometimes gets in our way so here is an at home video.” Add the video and a link to book classes. Message is simple and clear.
2. Follow up the email with a text message (if they did not open the email). Link the video right in text message to show your value add.
3. If they do not book a class or make a purchase, follow up 30 days later with a compelling offer that is not on your menu. Perhaps a buy one, get one drop in or a free 3 day trial on your on demand platform. This is low cost to your business but high value to your potential customer. If you are not a fan of discounted options you can continue the value add with another video for at home, a recipe or 5 core exercises to add to your at home routine, for example. Both options, the discounted pricing or the free educational content, work great but choose one not both.
4. Follow up with a text if they do not open the email.
5. One last try to win them back can occur 30 days later. Send another email with a different compelling offer that is not on your menu. Examples are smaller packs or training sessions that are shorter (30 min vs 45 min personal training session). The lower cost can be attractive yet you are not discounting your prices.
6. After three attempts if they do not bite they are not meant to be your client.
7. Be sure to set up this campaign to remove clients if they purchase or visit.
While a small percentage of clients can be brought back to the studio with your winback campaign be sure to focus your energy on the clients who are in your studio. Wow them every time they visit and you will not have to worry about a winback campaign. To learn more about retention check out…Five Retention Strategies to Keep Your Current Clients.