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Challenges:
F45 faced the challenge of identifying which free-trial participants were at risk of not converting to full membership. Without clear visibility into engagement during the trial period, it was difficult to take proactive steps to nurture potential members. They needed a solution to track trialist interactions and behaviours, allowing them to pinpoint those who were losing interest. Additionally, automating internal follow-up tasks and triggering personalised communications via email and SMS were essential to streamline their process. F45 aimed to enhance engagement and improve conversion rates by efficiently reaching out to trialists at the right time with relevant messaging.
Solutions:
We implemented automated workflows for F45 that tracked trialist engagement and triggered personalised follow-ups via email and SMS. Internal tasks were automatically created for the team to reach out, including call-no-answer sequences to ensure no lead was missed. Automated emails nurtured trialists, encouraging them to convert. To measure effectiveness, we built a comprehensive reporting framework that analysed performance at a cohort level, providing insights into conversion rates and enabling data-driven decision-making for continuous improvement.
Key Achievements:
Enhanced Conversion Rates: Automated workflows and personalised communication significantly improved trialist engagement, leading to a higher rate of conversions from free trials to full memberships.
Operational Efficiency: Streamlined internal processes with automatic task creation and call-no-answer sequences, reducing manual follow-ups and enabling the team to focus on high-value interactions.
Conclusion:
By leveraging automated workflows, personalised communication, and a robust reporting framework, F45 gained the visibility they needed to effectively engage trialists and boost conversion rates. The streamlined follow-up process not only enhanced operational efficiency but also ensured consistent, timely outreach to potential members. With a data-driven approach to performance analysis, F45 can now optimise their engagement strategies, driving sustainable growth and improving member acquisition through informed decision-making and targeted communication efforts.