For most gyms, walk-ins and phone calls are a common way customers sign up for memberships. In 2011, Iron Tribe took a different route through marketing automation. Marketing automation is much different than email marketing. It guides customers through a buying funnel. Going through the process of a series of messages or information steps, they can be directed to a sales representative. This saves a ton of time as the sales representatives are getting contacted by legitimate leads.
Using software creating an 11 step email follow-up sequence increased Iron Tribe’s net profit more than 300 percent and 97 percent member retention. In that same year, the software signed up 490 of the 940 membership prospects. Marketing automation allowed the gym to expand to four in less than two years.
While I initially joined my gym in person, many of my friends joined through the gym’s website. I can’t speak for everyone, but I definitely appreciate companies making it simpler to acquire information and services online. The 11 step system creates a way for customers to get information without getting bombarded with salespeople. Marketing automation is equally efficient for consumers as it is for business.