Why Re-engagement Matters
Reconnecting with inactive customers is often more cost-effective than acquiring new ones. These customers already know your business, have experienced your services, and just need the right nudge to return. This guide will show you how to identify who's inactive and the best ways to reach out to them.
Identifying Inactive Customers for a Defined Timeframe
Using the Customer Attendance Summary Report
To manually identify customers who haven’t attended a class in certain period, you can use the Reports > Customer Attendance Summary Report.
Navigate to the Reports Section
Go to the Reports section and select the Customer Attendance Summary report.
Select a Date Range: Choose a time period that makes sense for your business. For example, if you consider customers inactive after 30 days, select a date range of at least 2-3 months. You can type in the dates or use the date picker to select your range.
For example, if you're looking for customers who haven’t visited in the last few months, you might select a 6-month date range. This will show you customers whose last attendance falls within that period.
Sort by Last Attendance Date: After applying the date range, sort the report by the Last Attendance column. This will help you easily see which customers haven’t attended in a while.
Select Target Customers to Email or Export: Once you have your list of inactive customers, you can either email them directly through Punchpass or export the list to use with your marketing software. Select the customers and you’ll see the option to email them or export the list.
Automating Your Re-engagement Strategy
For a "set it and forget it" approach, Punchpass offers powerful automation tools found under Manage > Settings > Automations.
1. Pass Purchased, but No Activity Reminder Automation
Purpose: Reminds customers who bought a pass but haven't attended any classes
Best for: New customers who paid but haven't started using their pass
Timing: Typically sent 3-7 days after purchase with no attendance
2. Inactive New Customer Automation
Purpose: Re-engages customers who joined your business, but haven't booked or purchased anything.
Best for: Converting one-time visitors into regular customers
Timing: Usually triggered after 14-30 days of inactivity
3. Expired Pass Reminder Automation
Note: There is an optional Pass Ending Soon email that can be activated to alert customers before their pass expires at the timeframe of your choosing. Learn more here
Purpose: If a pass or full or has expired, but the customer hasn't purchased another offer
Best for: Encouraging pass purchase
Timing: Typically sent 7-14 days after expiration
4. Come Back Expired Pass Automation
Purpose: Reconnects with customers whose passes have already expired
Best for: Winning back customers who have completely lapsed
Timing: Sent 1-30 days after pass expiration
Crafting Effective Re-engagement Messages
Elements of a Successful Re-engagement Email:
Personal greeting with the customer's name
Acknowledgment of their absence without guilt
Clear value proposition - remind them why they chose you initially
Specific call-to-action that makes returning easy
Incentive (optional) such as a welcome-back discount or complimentary add-on
Sample Message Structure
Subject: We miss seeing you at [Studio Name]!
Hi [Customer Name], We noticed it's been a while since you've joined us for [class type]. We hope you're doing well and wanted to reach out.
[Optional: Brief update about studio news or new offerings]
We'd love to see you back on the mat/in the studio. If there's anything we can do to help you return, please let us know.
[Optional incentive: As a welcome back, we're offering 15% off your next pass purchase with code WELCOME15]
Book your next class here: [Direct booking link]
Looking forward to seeing you soon!
[Your name]
[Studio Name]
By combining both manual identification and strategic automation, you can efficiently reconnect with inactive customers and boost your retention rates. If you need further assistance, don't hesitate to contact Punchpass Support.