Wednesday, 11 February 2015

Don't limit your member communication by channel

Gym member communication campaigns are popular, but tend to be limited by the channel (or communication method).

Clubs think about the cost of sending, or will often use one method depending on the segment they are sending to. When considering cost, email is usually favourite (i.e. cheapest), even though delivery and open rates are so (comparatively) low. And sending constant texts to prospects, or letters to ex-members will bring diminishing returns. It’s important to mix it up to get the best results, for all segments of your database.

Monday, 9 February 2015

Mix it up - what's your preferred message channel?

What are your preferred member communication methods, and which are most effective? 

Email is often the go-to channel, due to cost, tracking, and content. Some think email is free, but if you're sending bulk mail properly (with unsubscribe options, tracked links, adaptive content, etc), you should be paying something. You can do more with email in terms of content and links to your site or specific landing pages, but as well as the send cost, there is a development and editing time cost which can really mount up, particularly when it comes to tracking campaigns.
However, the big issue with email is the open rates,

Thursday, 5 February 2015

FIBO Innovation Tour London 29th Jan

An impassioned David Stalker drove home the inactivity issue again last week at the FIBO Innovation Tour in London. We have to do all we can to #turnthetide, and the ukactive's “Steps to solving inactivity” report is a very interesting read.

29% of people in England are classed as physically inactive. 

Inactivity is responsible for one in six deaths in the UK, making it as dangerous as smoking.