Fitness, CRM retention
Keep members through renewal
Segment members on data the club already holds, send one relevant action, and stop as soon as they renew.
User segmentation
Each member sits in one primary segment at a time.
Renewal soon
- Trigger
- 8–14 or 0–7 days to expiry
- Action
- Timely plan reminder
At risk
- Trigger
- Visits drop below their own baseline
- Action
- Helpful check-in
Offer eligible
- Trigger
- Approved promotion and valid eligibility
- Action
- The relevant offer
High value
- Trigger
- No response close to renewal
- Action
- Manager follow-up call
Lapsed
- Trigger
- Still inactive after expiry
- Action
- One win-back route
Subscription
- Trigger
- Billing event
- Action
- Its own service sequence
Retention schema
One router, one action per member, one exit.
Signals
Expiry dateDays to renewal
Visit patternAgainst own baseline
EligibilityApproved offers
BillingSubscription events
Router
Assign one segmentHighest-priority rule wins, so no member gets two messages
Action
Renewal soonTimely plan reminder
At riskHelpful check-in
Offer eligibleThe relevant offer
High valueManager follow-up call
LapsedOne win-back route
SubscriptionIts own service sequence
Outcome
RenewedStop the sequence
No responseEscalate to the next action or a manager
MeasureRenewal rate and margin against a holdout group; watch opt-outs