I just began working for a small gym and I am trying to improve member retention. I am planning on calling and emailing the members who haven’t been in for a while. To be frank I’m not the best at making emails. Before I start sending out these emails and making calls I want to make sure Im asking all the right questions. Do you have any suggestions or perhaps any templates to follow? Thanks everyone!
It is kind of like layers. Making the effort to get to know people as soon as they join the operation is a good way to have a basis to reach out. The best communication is to build a relationship when they are first coming.
This can be underlined with birthday or holiday greetings and thanks, or social gatherings.
Then if someone misses a class or stops booking you have the opportunity, as Sue says to send a short email to check on how they are doing. If you already have a good relationship with them that short email will help underline that.
As you are new presumably you will not know everyone well, so you are kind of starting in the middle. This can be used as an opportunity though. If you send out an email you could introduce yourself, let them know you are interested in getting feedback, and would love to chat by email or by phone, or in your office (you might give a specific time you are in for drop ins so there is no conflict) if anyone has thoughts or ideas. I did this at one of the places i worked and found it worked well. I had to let them know I couldn’t fulfill every request, but that I wanted to hear what people had to say and to try to make things work for as many people as possible.
Adding a discount code for anyone who has not been in for 3 or 6 months is also a good strategy.
It is always good if the communication is couched to show that your interest in them is not just about getting numbers up and opening their wallets, but about you listening and trying to build community.