Gym Software Lead Nurture
Designed and implemented a dual-series email automation program for a gym management software company, delivering increases of 105% in open rate, 4,721% in click rate, and 2,242% in click-to-open rate while establishing a scalable lead qualification system.
The Challenge
A gym management software company was struggling with email performance significantly below industry benchmarks. With an 18.46% open rate (vs. 21.29% industry average) and a 0.33% click rate (vs. 2.45% industry average), their inconsistent email strategy wasn't generating the engagement needed to move leads through their sales cycle.
The company lacked the internal resources to maintain regular communication with prospects, and didn't have a systematic approach to nurturing leads over the sales cycle. They needed a scalable solution that would engage cold leads, qualify interested prospects, and free up the sales team to focus on high-quality demos.
Automation Strategy
A dual-series approach targeting leads at different funnel stages with automated progression.
Engagement Series
12 Emails / 12 Weeks- Feature showcasesHighlighted competitive advantages and cloud software updates
- Peer-perspective case studiesWrote client success stories from similar industry positions
- Organic schedulingRandom timing over 12 weeks avoided fatigue
- Weighted engagement scoringTracked interactions on a per-piece basis
- Qualification trigger3-4 engagements advanced leads to conversion series
Conversion Series
4 Emails / 2 Weeks- Direct demo appealsFirst email with calendar booking link
- Soft touch follow-upsTwo informational emails with subtle CTAs
- Smart content triggersInteraction with content in emails 2 or 3 sent trigger for sales-focused messaging (email 4)
- Final pushFourth email with strong CTA to book a meeting
- Sales enablementFreed sales team from time spent chasing bookings to scheduled calls and direct targeted outreach
Automation Workflows
Visual representations of how leads progressed through each series based on engagement patterns.
Engagement Series Flow
12 emails distributed over 12 with weighted scoring. 3+ engagements trigger progression to conversion series.
Conversion Series Flow
4-email sequence with direct demo appeals, soft touch follow-ups, and smart content triggers based on interaction.
Technical Implementation
The automation required building content branching logic, and configuring calendar integration to support the workflow and sales cycle.
Automation Architecture
Built content branching logic to track engagement patterns and progression triggers to move leads between series. Developed fallback sequences and sales follow-up automations for non-responders.
Email Design & Development
Designed and hand-coded 16 emails across both series with mobile-responsive layouts and brand consistency. Created modular templates for future campaigns and scalability.
Calendar Integration
Integrated team calendar booking directly into Google Workspace, eliminating friction in the demo scheduling process. Automated confirmation and reminder sequences for booked appointments.
Content Development
Wrote peer-perspective case studies showcasing client success stories, repurposed existing materials for different funnel stages, and developed new feature-focused content targeting specific buyer concerns and competitive advantages.
Content Strategy
Email content was tailored to address specific buyer concerns and guide leads through their decision-making process.
Feature Education
Showcased competitive advantages and recently launched software capabilities. Addressed common objections and highlighted improvements that set the product apart from other vendors.
Peer Validation
Case studies written from the perspective of similar fitness clubs and gyms. Demonstrated real-world results and ROI from clients in comparable situations, building trust through social proof.
Behavioral Targeting
Smart branching served different content based on interactions in the nurture. Engaged leads received more conversion-focused messaging while less engaged leads continued education track.
Organic Timing
Emails scheduled at varied intervals to feel natural rather than automated. Avoided predictable weekly patterns that could be perceived as generic newsletters, maintaining authentic communication.
Results & Impact
The automation program dramatically outperformed both historical performance and industry benchmarks across all key metrics.
From 18.46% to 37.99% (vs. 21.29% industry benchmark)
From 0.33% to 15.93% (vs. 2.45% industry benchmark)
From 1.79% to 41.93% (vs. 14.58% industry benchmark)
Engaged leads booking demos through automation
Additional Outcomes
- Established scalable lead qualification system that automatically moved prospects through the funnel
- Freed sales team to focus on qualified demos rather than cold outreach and lead chasing
- General marketing emails also improved: 25.1% open rate (+36%), 3.61% click rate (+992%)
- Created reusable content library and email templates for future campaigns
- Enabled comprehensive tracking of lead journey from first touch through demo booking
Process & Optimization
Post-launch analysis revealed opportunities for continued refinement to improve lead quality and conversion rates.
Developed all content, writing peer-perspective case studies and feature-focused materials. Designed and coded 16 responsive emails with mobile optimization and brand consistency. Created supporting assets and downloadable resources.
Built progression triggers, and smart branching logic. Integrated calendar booking system and established lead journey metrics. Tested workflows and launched both series simultaneously.
Adjusted engagement thresholds as higher-funnel leads progressed through system. Enhanced list hygiene to prevent existing clients from entering lead nurture tracks.