Optimizing Trial Conversions via Automated Workflows

Objective

The goal is to increase the conversion rate of trial weeks by empowering new members to select their preferred permanent membership type immediately after their trial period expires.

Prerequisites

This solution leverages the platform's Workflow Module, which enables gyms to automate highly customizable member journeys based on an Event/Action paradigm.

Phase 1: Creating the email template

Before building the automation, you must define the communication that will be sent to the expiring trial members.

1. Navigate to Email Templates: Go to the Settings tab in the left-hand menu and select Email Templates.
2. Add new template: Click the New button in the top right corner.
3. Configure basics: Provide a clear internal name (e.g., "Trial Expiration Follow-up") and select Custom as the template type.
4. Draft content: Input a compelling subject line and design the email body to encourage the member to continue their fitness journey.
5. Add a call-to-action (CTA): Use buttons to streamline the purchase process. Add one button linking directly to your gym's main sales page, or add multiple buttons that each link to a specific membership tier (e.g., "Join Gold" or "Join Silver"). Tiered buttons reduce friction by leading the member directly to the checkout for their chosen plan.
6. Save: Click Save Template, add a description for your records, and confirm.

Phase 2: Building the automation workflow

Once the email is ready, set up the logic to ensure it reaches the right person at the right time.

1. Navigate to Workflows: Go to the Automation tab, click Workflows, and select Workflow Templates.
2. Add new template: Click the Add Workflow Template button in the top right corner.
3. Define the trigger: Click the top node placeholder and select the Membership Ends trigger.
4. Define the action: Click the lower node placeholder and select the Send Email action.
5. Configure action details: Set the recipient to the Affected User (the individual whose membership is ending) and select the email template you created in Phase 1.
6. Add a membership filter (optional but recommended): To make sure the email only goes to trial members, click the connector line between the trigger and the action and press Backspace to delete it. Add a Membership Type modifier from the right-hand menu, connect the nodes Trigger → Modifier → Action, and filter the modifier on your "Trial Week" membership type.
7. Finalize: Click Save Template, provide a recognizable name and description, and confirm.