Step-by-step to win back lost clients (with examples!)
As a coach in the boutique fitness industry, one of the most common questions I get is, “what do I do with all the intro clients who didn’t buy?” Be sure you’ve already read our first You Miss Us blog and know the HOW and WHY behind a successful win-back campaign. If you already have your foundation, read on to dive into specific scripts, timelines, and details behind a strong win-back campaign for your boutique studio.
Before we start, a pep talk. I know it’s a lot of work to gather past leads and input them into a new campaign, but the hassle is worth it. Forty-five percent of past clients who receive a win-back email will read follow-up emails. The good news? Once you create your templates the first time, it’s mostly rinse and repeat.
Scripts and Timeline:
Make sure you customize your win-back to work for your vibe and studio culture, but here is a general outline to get you started.
Email One: Connect and Remind
Sample Subjects (personalize with first name):
Your mat misses you, too
Checking in with you, <Name>
We’ve been busy! Here’s what you’ve missed this __timeframe__ at X Yoga Studio
We Miss You (And You’re Missing Out)
Where have you been, <first name>?
Keep it short, sweet, and personal. These are clients who have fallen through your previous contact attempts without converting; they don’t want a novel. Choose one from the following and add a clear, concise call to action.
Option A: Look at what you’re missing! This win-back from Asana is my favorite if you’ve added something new, made improvements, or have something exciting coming up. That could be a new prop, a new class on the schedule, or an upcoming members-only party. Include a call to action such as “click to book” or “schedule your come back.”
Option B: You came so far! Don’t give up! Here is a perfect example of a win-back with an emotional driver and a personalized message. For a fitness studio, that might look like the number of classes they took, miles they cycled, teachers they met, etc., during their trial or previous membership/package. This is one of my favorite emails for a client that you have built some rapport or history with.
Email Two: Add an Incentive
Sample Subjects (personalize with first name):
You almost missed it! Last day to snag your super-sale classes.
You’re ready to come back, and we’ve got your huge discount!
Do you miss us like we miss you? Because we really miss you. Here’s a free class to prove it.
Last chance to <insert modality> for free!
We Miss You, <NAME > $15 Off Your Next Order
Your goals are waiting. 12 hours to jump-start your fitness and save.
So they didn’t come rushing back from your first email? That’s okay- you have more tricks. In email two, add an incentive that they’ll actually want to redeem. Your client won’t go from zero to 12-month membership, so center your incentives around your low-commitment, low-risk offers. Consider a substantial discount on another intro offer, a BOGO class package, or 50 percent off an upcoming workshop.
Research shows that a direct link to your discount converts better than a discount code, so consider a special hidden purchase option that you link in your email. Remember to add a short timeline (like 24 hours) to create a sense of urgency.
Email Three: Look, Other People Like Us!
Sample Subjects (personalize with first name):
“Welcome Back, First Name!” (us to you, after you read this)
Look what can happen when you take a chance on your comeback…
Hey, First Name, Sarah loves us! Do you?
More professionally known as “social proof,” you’re reminding lapsed clients that they may have fallen off the wagon, but other clients are having a great time. Include a testimonial that resonates with your win-back clients, such as someone who came back for a successful round two or didn’t give up on their goals. Don’t forget your call to action.
Email Four: Was it Us?
Sample Subject
Was it us, First name?
You’ve tried three times, and you haven’t heard back yet. My favorite way to end a campaign is with a survey. It can be specific, such as, “Did we drop the ball for you during your intro? We’d love to hear about it so we can make it right.” or simply, “was it us? Please click below to let us know how we could have improved your experience.” Keep it short and include your discounted special again as a thank you.
The Big Picture:
I like to run win-backs quarterly. So, at the beginning of a new quarter, I’ll email everyone who hasn’t been back or who didn’t convert from a trial for the previous two to six months. Any more than six months and your client has likely moved on, so save them for your annual Black Friday sale. Any less, and you risk double contacting them since you should be reaching out with an incentive in the 30 days after their trial expires.
When creating your come-back campaign, remember the following:
Send three to four emails. Anything less isn’t a campaign; it’s a newsletter. Research shows that 3+ emails convert the best. Your specific timeline will vary, but for gyms, it’s roughly one email per week.
Personalize your subject line. Win-back emails with $ off discounts in their subject lines were nearly twice as effective at getting people to open and read them compared to % off discounts.
Keep your copy concise and to the point, but include your personality.
Include only one call-to-action
Reminder your clients of what they’re missing by pointing out improvements and sharing testimonials
If you’ve recently improved your sales process, it’s time to get your clients back in the door so that you can practice your new skills! Remember to track your clients on your lead sheet and ask them to stay. Good luck, Limitless Studio Owner!
