63% Retention Rate in 6 Month
SomaFIt Case Study
SomaFit, a newly launched, somatic-based fitness app, needed help growing its retention rate of monthly subscribers.
Overview:
Challenge:
The company used a 30-day free trial to attract new members but struggled to retain those customers beyond the initial period. SomaFit wanted to raise its retention rate above 50% and encourage more users to switch to an annual subscription.
Discover:
Analyze available metrics from the company's first two months of business, especially on the app's engagement and drop-off rates.
Consider qualitative feedback via surveys and member comments within the private FB group to better understand motivation, challenges, and patterns.
Hone in on the key issue: New members are not being properly nurtured into using and believing in SomaFit.
Strategize:
Design an automated email nurture sequence to educate new members on the app's best practices and the benefits of short, somatic-based workouts.
Ensure emails match the brand's voice and mission.
Use emotionally charged stories to inspire and motivate users to commit to their fitness journey for better mental, physical, and emotional health.
Include one relevant CTA in every email: Workout reminders, popular classes to try, prompts to upgrade to annual memberships, etc.
Execute:
Implement the email sequence: uploading all copy and images into the email software, setting the first ten emails to go out daily, and subsequent emails weekly for a total of 15 emails before subscribers are segmented into the normal weekly newsletter.
Give emails one final proofread.
Double-check all CTA links are working correctly.
Measure:
Track open and click-through rates via email software.
Monitor monthly subscription retention rates, annual upgrades (from existing members), and new subscribers.
Refine:
Edit or adapt any underperforming emails.
Approach:
Annual subscription rates increased 31%
Monthly subscriptions rose, and retention rates hit 63%.
App engagement doubled within 6 months.
CTR and open rates exceed company goals.
Key Growth Metrics:
Click on images to expand.
Email marketing became a cornerstone of the business, especially as it partnered with affiliates, ensuring that its brand message stayed true to its mission.
SomaFit found its footing, attracting new members and keeping them. Even better, its users enjoyed the app and its features and felt terrific.
Results:
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