Even if it isn’t the latest and greatest iPhone or Android device, nowadays who doesn’t have a phone? In a lot of cases your members first found you via the web browser on their phones. We carry them everywhere. A mantra you might even say in your head before leaving the house? “phone, wallet, keys.” The necessities you need to get you through your day. Phones have completely changed the fabric of our society. We use them to learn new information, we use them to capture memories and watch funny videos. Arguably the most important thing we use them for (and sometimes the most overlooked given the amount of reliances we put into these mini computers) is communication.
Could Texting Replace Email Marketing?
Sure, you talk on the phone. You might even FaceTime from time to time but you know what everyone does? Text. Even your grandma can do it. Why? Because it’s informal, yet still somehow urgent & personal communication. Though email marketing is a useful tool to get important messages and announcements out to your audience in todays world, with how fast paced and one thing after another mentality our society operates in, texting is a quick way to get some of those same messages out with ease.
Text messaging can be something that you can use in tandem with your email marketing to enhance your overall message. Text messages have a much different tone to them than emails; they are intimate and in most cases straight to the point. If done right, you can see a major upswing in your receptiveness and overall on your member retention. On the other hand, if mishandled, you can wind up being an annoyance to your audience and drive them away.
The short answer to our question, on wether or not text messaging could replace email marketing: No. We aren’t talking VHS over DVDs here. Both have their place and when used effectively they can both be beneficial to your end user. You just have to know what route to take according to who you’re talking to and who you’re trying to reach.
When Does Texting Work?
In most cases, text messages are more likely to be opened and read over emails sent out to your members. Receiving a text message is direct. You feel the need to look at them or respond almost immediately because there is a certain sense of urgency that is attached to text messaging.
If your members have agreed to receive text messages from you, they can be designed to perform in very helpful ways: Membership renewal reminders, class reminders, announcements and even personal check ins as simple as a “happy birthday” text or as involved as asking them how their life is going.
Sure, some things are better suited to an email. Things that are sent out regularly like a newsletter and blog posts definitely fit the bill of an email over text message. The urgency of such things is not as big of a deal; members can take their time with such things and get to them when they can, or not at all. Text messages are better reserved for items of information that directly connect to your member’s goals. This is why you need to pay attention to who you’re texting. Although there’s a chance they’d be interested you wouldn’t necessarily want to be texting someone who spends all of their time power-lifting about openings in the spin class.
When To Start
The easiest way to go about regularly texting your members is to do it practically from the start. When onboarding new members make it clear your do’s and don’ts when it comes to texting. You members should also always feel free to opt out of receiving text messages from you whenever they choose. The types of messages you send out via text to your members should make them feel grateful, almost as if you’re doing them a favor by taking the time to do this.
How Should You Text Them?
Texting is a way to reach out to your customers and keep them informed, engaged and most importantly: happy. Use texting judiciously. You don’t want to overload or annoy your members. You simply want to inform and remind them of the resources you have at their disposal and check in with them to assess how the relationship with your space is going as well as the progress they’re making (or in some cases not making) toward their goals. Using a dedicated software that will help you with this bottom line is of paramount importance.
Naamly, the gym member experience software, is a suite of tools that include all of the elements that you need to keep on top of your gym. It seamlessly keeps track of your member experience by alerting you on the last times you reached out to your members. The smart messaging feature lets you know what messages require an immediate response versus those that do not. We offer these features plus so much more that are member focused. This enables you to keep your members and staff engaged for the long haul.