Equinox Achieves 4500% ROI By Reactivating Inactive Members With Direct Mail

Background: 

Equinox, an American luxury fitness brand, known for its upscale gyms and operating in over 300 club facilities, faced the challenge of reactivating customers who had discontinued their memberships. Operating in a competitive market and the post-covid growing popularity of at-home workouts, Equinox needed an effective way to reach out to former members and remind them of the premium service they offer! 

To solve this issue, they reached out to us to develop a range of highly targeted and personalised Direct Mail campaigns. 

Objectives: 

1. Reactivate lapsed customers:

The primary goal of Equinox campaigns was to bring back former members through enticing them with special offers and reminding them of the value of their premium gym experience. 

2. Optimization of call-to-action (CTA) text:

Equinox wanted to test and refine their CTA messaging to increase response rates and membership sign-ups. 

Strategy:

Equinox worked closely with us to create an A5 Postcard campaign that combined engaging visuals and personalised offers to entice previous members back in. They predominantly used our A5 Postcard, printed on 100lb stock, enabling them to showcase their premium facilities, membership perks and limited time offers! 

Key components included: 

1. Personalisation: 

Each piece of Direct Mail was personalised with the recipient's name, gym location and even a customised offer tailored to their previous membership. 

2. Imagery:

They used high-quality images of the luxury gym facilities, including new offerings such as their spa. 

3. Clear CTA: 

Their CTA's included "Scan to unlock your exclusive offer" and "Scan to refer a friend and enjoy referral awards", promoting recipients to take action. By utilizing QR codes, they could easily track the engagement for each mail piece. Through our services, it is possible to add QR codes with bespoke URL's that are unique to each recipient which you can read more about here. 

Results: 

1. Reactivation success: 

4500% ROI was generated through encouraging elapsed memberships to renewal

2. CTA Optimization:

Through sending out 1,000 postcards with 4 different CTA variations, Equinox was able to optimize the messaging that drove the highest click-through-rate (CTR), which was 7.34% with 'Scan to unlock your exclusive offer'. 

Conclusion: 

Through leveraging Stannp's Direct Mail expertise, Equinox successfully reactivated former members and attracted new ones with their targeted CTA strategy. Their campaigns highlighted the effectiveness of personalised Direct Mail in boosting customer engagement and turning former members into loyal customers.