Today, I'm answering the question, "How much communication should we have with our new members?"
How many touchpoints should we have with new members say in the first 30 days, for example?
Well, I think most gyms under-communicate with members in the first 30 days.
The first 30 days is everything, we need to get that right in order to retain members.
All the data shows that if a member has good visitation in that first 30 days, their length of stay is going to be a lot more than someone that has kind of patchy visitation or poor visitation. So we've got to get that first 30 days run.
I find that with our clients that most under-communicate in the first 30 days.
The thing you need to consider, particularly if you're communicating through things like email, the cut-through of that in some cases can be as low as a third. Only 30% of members are opening those emails and reading them.
So if you send three emails in your onboarding sequence, for example, that would mean that really, totally being read and engaged with by one email per member. If you send one email, it's going to get to be engaged with by one in three members.
That’s why it's important to ideally have somewhere between five to seven touchpoints in the first 30 days.
We also recommend mixing up your modes of communication.
So have some email, have some SMS, have some face to face, have some phone calls, etc.
So if we mix it up, it’s a bit more variety.
Also, the thing to keep an eye on is your unsubscribe. Are people actually disengaging and saying I don't want to receive these messages anymore? I think you'll find that the answer is no. If the content of your communications is helpful, educational and engaging, then that's going to be well received by members.
So I think my message today is to make sure you go towards over-communicating with members rather than under communicating with your new members, particularly in that first 30 days.
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