When is an absent member too absent?

How many absent members should we contact, or how dormant is too dormant?

A good question asked when we were speaking at the FitLinxx client seminar at the Lotus F1 facility recently… and a classic frequently asked question. To clarify, when we start contacting absent members, we begin sending messages from around 21 days’ absence (depending on the policy or journey we define with the club). We call these members recoverable. But what about members who are already absent for longer than this; the dormant members? How many of those should we contact?

Will messages make members cancel?

Part of the GGFaqs series: Will sending messages to absent members cause them to leave your club?

The short and honest answer is ‘Yes’. If you send messages out to members who have not visited for a few weeks, then (contracts aside) some will cancel their membership. However, there should always be many more members who return because of these communications, making the overall effect worthwhile.

Here are three details that will help more absent members return and less cancel;