There are a number of authentic and mutually beneficial ways to reach out and reconnect with those customers that have cancelled their gym membership or subscription, Let’s jump into some of the more popular ones.
While most Gym stores have a survey on their cancellation page, don’t forget that you can also email past gym members and request more feedback. You can ask them why they cancelled or what suggestions they might have for your facility. Members that cancelled have a wealth of knowledge that can help steer your offers and services.
In addition to getting valuable feedback, you’ll be reminding them that you do genuinely care about them. Keep your surveys short and to the point, and thank them for their time. You will add another touch point to their life cycle and leave a good last impression. You’d be surprised how valuable that is when they reconsider your service or gym down the road.
Encourage Them To Join Your Gym Community
Too often, marketers see the subscription or product side of the business as separate from the community. Your gym communities should both be feeding our funnels and keeping them full. After a customer cancels, consider sending an email thanking them for their time as a valued customer. Apologize for not being what they need, link to a feedback form and then encourage them to join your community. You can call out the benefits your community gets: great resources, educational content, and updates on your company and product.
By thanking them for their support and encouraging them to join your community, you are saying, “We would love to stay in touch” — and we find that this can go a long way. Past customers are still great community members; and, who knows? If you stay top of mind, they might just become a customer again.
High-Touch Reach Out
This might seem a bit crazy, but a trend we’re seeing more fitness companies try is sending a personalized email to a gym member that recently cancelled and setting up a phone call. This might seem impossible to scale, but it works in so many ways.
The company sends out an email inviting the past member to jump on a call and walk through what they liked and didn’t like, ultimately aiming to solve those problems. These calls are not short and can take up serious resources, but it’s this sort of “above and beyond” type approach to customer loyalty that is really driving results. Again, even if you aren’t successful in getting them to re-engage with your product, you have left them with a great feeling about your brand.
This is probably what most marketers think of when they brainstorm “re-engagement” campaigns. While we believe you should have more than one trick up your sleeve, we can’t deny that winback promotions do work. This involves sending your recently cancelled customer an email inviting them to try the product again at a discounted price or for another incentive.
While winback promos can refill your funnel fast, you need to be careful that you aren’t just hurting yourself in the long run. Keep in mind that customers re-engaging off a low price point alone tend to be your least loyal group, and lack the stickiness, so they are likely to churn out quickly again. Also, if you depend too heavily on winback campaigns to get customers, you can actually dilute your margins significantly.
Introduce A Loyalty Program Or Campaign
We are seeing more and more of this these days, as customer loyalty for your gym takes center stage. One of the best ways to engage a potential gym member after they have cancelled is to give them another reason to engage with your gym other than their subscription or membership. Inviting them to join a loyalty program or to participate in a loyalty campaign gives them a new way to benefit from your brand.
This can be done through an email campaign, an on-site experience, or a mobile experience. By acquiring them into a loyalty program from your gym, you encourage them to visit your site more, explore your content, and engage at a deeper level with the promise of relevant and unique rewards. Who would say no to that?
These are some great ways to re-engage customers that have tried your gym and cancelled. As lifecycle marketing continues to evolve, we find more channels and opportunities available to us, and it’s our responsibility to leverage them.
The key thing to remember is, oftentimes a cancelled member can become one of your biggest sources for product feedback, brand advocacy and – maybe – even one of your best future gym member again.