Virgin Active wanted to pump up their acquisition and retention rates. To help Virgin Active get more from their eCRM activity, we helped them establish 2 automation journeys: “Welcome” and “At Risk”.
People who join a gym are really excited to get started, and those that haven’t attended for a while are in a very opposite mindset. We started by understanding how each of these groups were behaving and feeling and then started to map out a contact strategy that felt right for them.
Templates were redesigned or created to optimise content and messaging carefully with Virgin’s existing member’s segments and stages. Careful consideration was made to content, photography and timings to try and engage with these 2 very different audiences.
Working against the tight deadlines of an imminent website launch, this new approach to Virgin’s eCRM generated considerable success, including a 66% rise in click-through open rates and for those on the email programme, an average rise in gym attendance!