Why SMS Content is King

One of the big advantages of SMS is that you are limited to 160 characters (in reality less, once you’ve added the opt-out ‘footer’). This means you must focus on the content of the message, not get distracted by images or links. Sure, you can write more than 160 characters, which sends multiple messages, and most networks/phones will put the messages back together, but when you hit high volumes, your costs will soar, and your members’ attentions will wane. Let’s stick to one SMS per message.

So, by its nature, SMS is simpler than email or post, which is good. Personalising the content is important, but given the limits already mentioned, first name or salutation is usually enough. You might use segmentation; have a different message for male or female, or different age groups, but the only other form fields you might use are for an appointment reminder, e.g. your induction/review/appt tomorrow at 10:30.

The key point in any member comms is the ‘Call to Action’.

Why SMS Member Comms Has the Best Hit Rate

At GGFit, we trigger hundreds of text messages (SMS) every day on behalf of our client clubs to their members. The primary objective is to get absent members to return, but we also send a lot of good news messages via SMS too.

We send a plenty of emails, letters, postcards, etc. everyday too, but for certain triggers, particularly absentees, we recommend SMS. This is because SMS is more effective at getting absent members to return. (Actually, postcards are most effective, but they are also most costly).

ukactive ActiveLab Launch event

It was a privilege to attend the ActiveLab launch event yesterday evening at the Plexal in Queen Elizabeth Olympic Park. The room was full of fit tech innovators, disruptors, investors and mentors, and there was some fantastic networking and discussion. 

Steve Ward opened the evening, talking about how we need to switch from seeing technology as an issue. A lot of the time, the movement industry is battling against tech; nowadays we click to shop, rather than walking, and we swipe to date, rather than dancing. But tech can also help us to move more, get motivated, and get people to be healthier and happier.

CMO of Plexal, Tom Messett gave a good account of how the Plexal and the London SportTechHub is supporting fitness technology startup companies. An impressive $2.4bn has been invested in FitTech over the last 5 years. But this pales in comparison with the $31bn invested in FinTech in the last 1 year. Events like ActiveLab are crucial to raise the profile of FitTech, and help launch and grow more businesses to help get more people active.

Tech's bad reputation in Fitness