Tips to improve member retention: Automate conversations to stay top of mind

Any good relationship maintains a clear and constant communication and this is true about your studio and your students as well. Often, the difference between a workshop and a workshop that resulted in new memberships is one timely email. The difference between an alumni and a returning student is,you guessed it, one timely email. And the best part is that most of the time you don’t even have to write the email! Yes, you can have your cake and eat it too!

Emails help carry on a conversation about/with your business even when the client is away from the studio. In doing so, you help raise the mind-share that your studio enjoys among your clients.

Automate these

If you poke around your management software, you’ll likely find a bevy of pre-made templates, ready for use. I really don’t care about the “card transaction failed” type emails for they are alerts, not a conversation.

The three must-have conversations are:

1. New member welcome

2. Thanks for the drop-in

3. Happy birthday!

3+. Remember to renew/time running out

(I know I said three, but, c’est la vie!)

1. New member welcome email

Someone just gave you money for your services and trusted you with their health—make them feel good. Use this opportunity to introduce the services and products available at your business. Tell them how to use the online member portal and how they can upload their photos online (everybody likes that)! Also, inform them on how they can update their emergency contact information and medical conditions online. You could include tips on how to buy a good yoga mat, guitar, dog food…you get the idea.

Remember that at the end of their first class, assuming you killed it in class, your new client is feeling the love for you and your business. They’re likely to want to know more and grow at this point.

2. Thanks for the drop-in

A drop-in who didn’t convert into a member can be your brand ambassador too! There are several things about a class that may (or may not) appeal to a prospect. These can include:

1. Location

2. Time

3. Quality of staff/instruction (was it in line with what they wanted)

4. How friendly the other members are

5. Price

6. Willingness to commit to a studio vs eagerness to try out more studios/fitness-programs

If you know you teach well, I would urge you not to beat yourself up about the “quality of staff/instruction” as it is probably a cultural fit at this point. Some students like to do their own thing, and some studios allow it. Some expect detailed instruction, and some expect an update on current events while standing on one foot with their arms twisted in the Eagle Pose. So, recognize that the style they seek may just not be what you offer.

However, the email that you send out after the drop-in, should be warm and not sound desperate. Thank them for taking the time to try out your class and invite them to try other levels, styles, and workshops at your business. Chances are, even if they don’t want a membership, they may want to try a different class or suggest it to their friends as you get them thinking about you for a lot longer than they otherwise would have.

3. Happy Birthday!

This is a no brainer really. The one thing we do most regularly (especially online) in the name of keeping in touch is to wish the person on their birthday. So, do it on behalf of your business. Better yet, throw in an offer to make them feel special on their birthday.

I once had a credit card that gave me a slightly higher discount on fuel, on my birthday. The chances I fuel up on that day are slim, and I had only one (small) car. Yet, about 5 years since I discontinued that card (as I moved to the US) I still remember that! Now wouldn’t you want your students, wherever they are, thinking of your business? As an added bonus, this can turn into a larger more social conversation as well.

3+. Remember to renew/time is running out

This is another crucial one. If you have class cards at your business, it’s key for your members to know if the card will expire in two weeks or if they only have one class left. This serves a dual purpose:

1. If they have too many classes left, it can induce a sense of “oh let me finish this card”, which can result in a virtuous cycle of people attending more often and thus buying more class cards; or

2. Reminds the member to have their cards at the ready to pay up on their next visit. Wouldn’t you want that?

Do not automate this

Now that you know which emails you should automate, are there non-automated emails you should send out? Absolutely (but you knew I was going to say that).

The “we miss you emails” are best served warm. Do not have a generic email template reaching out to your ex-members who have not been around for a while.

A big part of running your business is nurturing a community and that means knowing what members likely do and want outside your classes. For example, we have a few members who tend to travel a lot during summers. One other retired recently and someone else relocated to a different (not-too-close) city. When we reach out to them, the email is personal. We try to let them know that we remember and truly miss what they add to the community. If nothing else, most of our “alumni” write back and then visit some community event at the studio like the World Yoga Day celebration.

Beyond the email

Business management software today think of email and SMS as the main means of messaging. However, people and technology are evolving (much) faster than these platforms. Most of you probably already Facebook, Instagram, and some even SnapChat about their business. I’m sure that soon communication via these media channels will become ubiquitous. Imagine being able to send a video of the member on their birthday via Facebook and tagging them in it! It gives them and your business a little publicity.

Until then, keep your automated emails primed and ready.