Are you communicating with your new members in any way other than e-mail? Nothing beats a phone call during the first month of their membership. Once we enter an agreement into the computer, a welcome e-mail is sent to the new member. Today, e-mail communication is so easy, and typical. We pat ourselves on the back thinking we are doing good at communicating — when in fact we could be doing better.
When I open my e-mail in the morning, I have over 50 e-mails in there from Groupon, my peers, etc. It is so easy to send an e-mail these days; it takes no effort. A phone call takes effort and is personal. I would encourage every club to call their new member at least twice in the first month. The first call is the day after joining to thank them. The second call is at seven days to see how the first week was and if they’ve gone in for their personal training session. This gives another touch point to talk referrals and other aspects the new member can take advantage.
Eric Vyborny
Fitness Marketing Contributor
Wise words indeed Eric!
Face-to-face or phone interaction is the best kind. You could always check that they received the e-mail, and ask them which part of it they liked, or if they’ll take up the offer in the mail. This way, next time that your club’s e-mail is in the mix of 50 from Groupon, etc, they’ll be more likely to open yours.