63% Retention Rate in 6 Month
SomaFIt Case Study
SomaFit, a newly launched, somatic-based fitness app, needed help growing their retention rate of monthly subscribers.
Overview:
Challenge:
The company used a 30-day free trail to attract new members, but they were struggling to retain those customers beyond the initial trail. SomaFit's wanted to get their retention rate above 50% and get more users to switch to an annual subscription.
Discover:
Analyze available metrics from the company's first two months of business, focusing 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 key issue: New members not being properly nurtured into the use and belief of 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: Reminders to workout, 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 properly.
Measure:
Track open and click-through rates via email software.
Monitor monthly subscription retention rates and annual upgrades (from existing members) as well as 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 they partnered with affiliates, ensuring their brand message stayed true to their mission.
SomaFit found its footing, attracting new members and keeping them. Even better, its users were taking advantage of the app and its features and feeling amazing.
Results:
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