Win-Back

Win-back automations are a series of communications targeting inactive clients, prompting them to re-engage and come back to your studio. Often times these communications will offer incentives to purchase new packages or attend another event either by offering a free class credit, or discount on class pack or membership.

Sequence Goal

It’s important to note that win-back communications are uniquely different than lapsing client communications. Lapsing client communications are a preventive measure, focusing on keeping active clients engaged so they don’t become inactive, where win-back communications target inactive members prompting them to re-engage.

The ultimate goal of this sequence is to re-engage inactive clients and get them back on track for another round of continued membership, but there are a few other goals we should consider:

• Provide studio updates: Update inactive client with any new class types - Maybe you’ve added a new type of class that your inactive client would love, or offer class times that are more conducive to their schedule. Make sure to update your inactive client with any important changes that might entice them to re-engage.
• Re-Engagement offer: Are you running any seasonal promotions that might sweeten the deal? If so, leverage these promotions to making coming back.
• Learn more about your client: Has your client moved? Do they have different fitness goals, or are they attending another gym? Asking these types of questions will allow your staff to update any outdated information (home address etc), overcome objections, and understand more about why clients are choosing to remain inactive.

Designing a good win-back sequence

1. Keep it simple - The automation sequence should consist of 2-3 automations maximum, where the first automations will trigger based on an inactive member’s last visit, and the final automation will continue to trigger every X days that an inactive client does not return. Creating too many win back automations without careful consideration could result in former clients receiving multiple communications in a short time period. In this reference guide, we’ll walk through a strategy that triggers an automation day 30, day 60, then a rolling automation that will continue to trigger every 90 days an inactive member does not return.
2. Keep it personal - The first automation should be a personalized text, initiating a 2-way conversation with your inactive client, or a To-Do prompting staff to personally reach out. Engaging in conversation will be more effective in winning back lost clients as it will help flesh out any potential objections, and help you determine what kind of incentive, if any, will be required to win back your lost member. Make sure to reference class types, class times, instructors, and pricing options the inactive member preferred. Check-in on the client’s current fitness goals, ask if they’re attending another gym or studio, and actively listen to client responses.
3. Incentivize - Offering a free class (perhaps opportunity to try out a new class type) or a small discount on a class pack or membership will make it a lot more tempting to re-engage with your brand.
4. Provide a way to remove a member from this sequence - Some clients might respond to your first communication letting you know they’ve moved, or provide other reasons for not being able to re-engage. Other members you might not want to re-engage (think drama queens or difficult clients). As with any well designed automated sequence, a stop tag should be included in the audience for all win-back automations. For automations provided by LoopSpark during onboarding or through our automation catalog, we use the tag Win Back: Opt-Out

Win-back Segment Basics

Before getting started, it’s important to map out your automated sequence. Do you want a simple strategy that triggers a rolling automation every X days a client doesn’t return? Do you want to have a few non-rolling automations that trigger specifically based on a client’s last visit? Do you want both?

In plain english, the audience we’ll be targeting:

• Have no active packages or contracts
• Have not attended in a specific amount of time, and have no upcoming events scheduled
• Have visited at least X events, preventing these automations from targeting clients that have only attended once or twice (out of towners, guests etc).

Win-back “Trigger Point” rules:

Mapping out the cadence of your automations will ensure clients don’t receive duplicate automations in a short duration of time.

In this reference guide, we’ll built out a 3 automation sequence. The first 2 automations will trigger based on a client’s last visit date (30 days and 60 days), the final automation will continue to trigger every 90 days a client does not return (rolling automation).

To ensure these automations do not collide, the first 2 automations will determine that a client has visited in the past X days, but has not visited in the past Y days. If we’re building a 30 day, 60 day, and 90 day automation this will mean:

• 30 day automation: Client has visited in the past 60 days (“X days), but not the last 30 days (“Y days”)
• 60 day automation: Client has visited in the past 90 days, but not the last 60
• 90 day automation (rolling): Client has not visited in the past 90 days

The first 2 automations require 2 rules to accomplish this booking time frame, the final 90 day rolling automation requires 1 booking rule. Click the images below to view the effective “trigger point” booking rules for our win-back automations:

Example 30 day automation booking rules

Example 60 day automation booking rules

Example 90 day automation booking rules

Win-back “Conditional Rules:

The primary conditional rules we’ll want to include, in plain english are:

• client has no active packages, no active or suspended contracts
• client has no upcoming visited scheduled
• client has attended at last X events, removing clients that have visited only 1 event.

Client has no active packages, no active or suspended contracts

This will require 3 separate rules which will act as “conditional rules”

Rule 1 (contains 2 filters):

• Package count = 0
• Package status = active

Rule 1 described: client does not have any active packages.

Rule 2 (contains 1 filter):

• Contract status = has no active contracts

Rule 2 described: client does not have any active contracts.

Rule 3 (contains 1 filter):

• Contract status = has no suspended contracts

Rule 3 described: client does not have any suspended contracts.

Example conditional rules for: Client has no active pricing options

Client has no upcoming events scheduled

In a very rare instance, perhaps a client has an upcoming event scheduled (very unlikely, but we want to make sure these automations account for any potential edge case). This rule will remove any client that has an upcoming event scheduled.

Rule (contains 2 filters):

• Booking Count = 0
• Booking status = upcoming

Rule described: client has no events scheduled in the future.

Example conditional rule for: Client has no upcoming events scheduled

Client has attended at last X events (required!)

This final conditional rule ensures a client has attended at least X events, removing anyone that has only attended once or twice, and focusing our winback effort on clients that will be easier to re-engage.

It’s important to note that this rule is required. You’ll need to at least determine a client has visited 1 event; otherwise, your automations could trigger for brand new clients that have yet to schedule their first event. The mandated rule would include one filter booking status = attended. In this example, we’ll add one more filter to this booking rule, booking count and define that the automations will only trigger for clients that have attended 3 or more events historically.

Rule (contains 2 filters):

• Booking count = more than 2
• Booking status = attended

Rule described: Client has attended 3 or more classes historically.

Example conditional rule for: Client has attended at last X events

Depending on your win-back strategy, you may also elect to only target clients that have previously held a contract/auto-pay, by adding the rule contract purchased = any contract or clients that have a large life time value by adding a rule client life time value = greater than X .

Win-Back Sequence Automations

Putting together the “trigger points” and “conditional rules” as explained above, we’ll walk through the full segmentation for our win-back automation sequence.

In this example we’ll focus on 3 automations. The first two will trigger based on a client’s last visit timeframe, the last automation will be “rolling” and will continue to trigger every 90 days a client does not return.

The automations discussed below can all be found in LoopSpark’s automation catalog.

1. Win Back - Lapsed Client 30 Day
2. Win Back - Lapsed Client 60 Day
3. Win Back - Lapsed Client 90 Day

Win Back - Lapsed Client 30 Day

This first automation will trigger for clients that had their most recent visit between 31 and 60 days ago, avoiding collision with the next automation we’ll build.

To add this automation to your account, click here: Win Back - Lapsed Client 30 Day

View the Win Back - Lapsed Client 30 Day segment

Rule 1 (contains 2 filters):

• Client profile status = active
• Client tag does NOT have = [select opt-out tag]

Rule 1 described: client has an active profile on booking software, and does not have a tag in their LoopSpark profile preventing them from triggering this automation (ie - a stop tag.

Rule 2 (contains 2 filters):

• Booking status = attended
• Booking event start date = in the last 60 days

Rule 2 described: client has visited at least 1 event in the past 60 days.

Rule 3 (contains 3 filters):

• Booking count = 0
• Booking status = attended
• Booking event end date = in the last 30 days

Rule 3 described: client has not attended any events in the past 30 days (this is our effective “trigger point”

Rule 4 (contains 2 filters):

• Booking count = 0
• Booking status = upcoming

Rule 4 described: client has no upcoming events scheduled.

Rule 5 (contains 2 filters):

• Booking count = more than 2
• Booking status = attended

Rule 5 described: client has attended at least 3 classes historically

Rule 6 (contains 2 filters):

• Package count = 0
• Package status = active

Rule 6 described: client has no active packages.

Rule 7 (contains 1 filter):

• Contract status = has no active contracts

Rule 7 described: client has no active contracts/auto-pays.

Rule 8 (contains 1 filter):

• Contract status = has no suspended contracts

Rule 8 described: Client has no suspended contracts/auto-pays

Segment above described: For people that do not have the opt-out tag, trigger this automation for anyone that had their most recent visit between 31 and 60 days ago, only if they have no upcoming visits scheduled, have attended 3 or more events historically, do not have any active or suspended pricing options.

Win Back - Lapsed Client 60 Day

This segment will look nearly identical to the 30 day winback segment; however, we’ll modify two booking rules to define the clients last visit was between 61 and 90 days ago, avoiding collision with our other 2 win-back automations.

To add this automation to your account, click here: Win Back - Lapsed Client 60 Day

View the Win Back - Lapsed Client 60 Day segment

Rule 1 (contains 2 filters):

• Client profile status = active
• Client tag does NOT have = [select opt-out tag]

Rule 1 described: client has an active profile on booking software, and does not have a tag in their LoopSpark profile preventing them from triggering this automation (ie - a stop tag.

Rule 2 (contains 2 filters):

• Booking status = attended
• Booking event start date = in the last 90 days

Rule 2 described: client has visited at least 1 event in the past 90 days.

Rule 3 (contains 3 filters):

• Booking count = 0
• Booking status = attended
• Booking event end date = in the last 60 days

Rule 3 described: client has not attended any events in the past 60 days (this is our effective “trigger point”

Rule 4 (contains 2 filters):

• Booking count = 0
• Booking status = upcoming

Rule 4 described: client has no upcoming events scheduled.

Rule 5 (contains 2 filters):

• Booking count = more than 2
• Booking status = attended

Rule 5 described: client has attended at least 3 classes historically

Rule 6 (contains 2 filters):

• Package count = 0
• Package status = active

Rule 6 described: client has no active packages.

Rule 7 (contains 1 filter):

• Contract status = has no active contracts

Rule 7 described: client has no active contracts/auto-pays.

Rule 8 (contains 1 filter):

• Contract status = has no suspended contracts

Rule 8 described: Client has no suspended contracts/auto-pays

Segment above described: For people that do not have the opt-out tag, trigger this automation for anyone that had their most recent visit between 61 and 90 days ago, only if they have no upcoming visits scheduled, have attended 3 or more events historically, do not have any active or suspended pricing options.

Win Back - Lapsed Client 90 Day

Our final win-back automation will be “rolling,” meaning it will trigger for clients that have not attended in the past 90 days, and will continue to trigger every 90 days a client does not return (day 180, 270, 360 etc) as long as the client meets all other segment criteria.

To learn more about how frequently a client can trigger the same automation, please refer to this help article.

To add this automation to your account, click here: Win Back - Lapsed Client 90 Day

View the Win Back - Lapsed Client 90 Day segment

Rule 1 (contains 2 filters):

• Client profile status = active
• Client tag does NOT have = [select opt-out tag]

Rule 1 described: client has an active profile on booking software, and does not have a tag in their LoopSpark profile preventing them from triggering this automation (ie - a stop tag.

Rule 2 (contains 3 filters):

• Booking count = 0
• Booking status = attended
• Booking event end date = in the last 90 days

Rule 2 described: client has not attended any events in the past 90 days (this is our effective “trigger point”

Rule 3 (contains 2 filters):

• Booking count = 0
• Booking status = upcoming

Rule 3 described: client has no upcoming events scheduled.

Rule 4 (contains 2 filters):

• Booking count = more than 2
• Booking status = attended

Rule 4 described: client has attended at least 3 classes historically

Rule 5 (contains 2 filters):

• Package count = 0
• Package status = active

Rule 5 described: client has no active packages.

Rule 6 (contains 1 filter):

• Contract status = has no active contracts

Rule 6 described: client has no active contracts/auto-pays.

Rule 7 (contains 1 filter):

• Contract status = has no suspended contracts

Rule 7 described: Client has no suspended contracts/auto-pays

Segment above described: For people that do not have the opt-out tag, trigger this automation for anyone that has not attended any events in the past 90 days, only if they have no upcoming visits scheduled, have attended 3 or more events historically, do not have any active or suspended pricing options.

Automation Catalog

Need help building your Win-Back automations, or want to add a few more touch points? We have plenty of templates in our automation catalog to get you started:

1. Click on Automations -> Catalog
2. Locate the category Win Back
3. Select the automations you’d like to add to your account.