Case Studies

PureGym Generates a 55% Open Rate with Targeted, Relevant Emails Using the Braze API

By Christine Kent Jan 19 2021

PureGym calls itself “the UK’s favourite gym,” which highlights the friendly relationship most people have with the places they work out in, day after day and week after week. PureGym is keen to build a sense of community, stressing the 300-gym chain’s inclusive and “judgment-free” policy. To quickly share news about important gym events like changes in opening times or new gym staff with its 1.1 million members, PureGym worked with Braze, using API-triggered campaigns and dynamic segmentation to deliver responsive, targeted messages about gym services.

Improving the Gym-Going Experience with Timely Messages

PureGym uses a proprietary Gym Manager Dashboard to allow its London-based customer service team to send relevant emails to customers from a central location. But scheduling the timing for the messages wasn’t easy to do manually, nor was it easy to filter messages by gym location and member type. These messages play an important role in the member experience: If members showed up at their local gyms only to find out they didn’t get an email about a repair-related closure or rescheduled fitness classes, they’d be pretty unhappy with PureGym.

To ensure the right emails went to the right member at the right time, PureGym created more than 20 email templates in Braze as an API-triggered campaign, with emails for events such as notices of refurbishments, gym closures, reopenings, alerts about equipment, and class upgrades. The customer service team also uses dynamic segmentation to target the messages by location, membership type, and gender, triggering the Braze API and ensuring that members received messages that were most relevant to them.

Additionally, the streamlined process for generating emails reduced workload and complexity for the customer service team. The Gym Manager Dashboard is connected to the Braze API, so customer service team members simply choose a template, enter important message information through input fields or checklists, select segments, then preview messages before activation. After they schedule and send emails, team members can check on their status.

“Joining and attending a gym becomes a meaningful and enjoyable habit—one that we want to encourage by helping our members make the most of their time at PureGym,” says James Edwards, Head of CRM at PureGym. “The Braze dynamic segmentation and API-triggered campaigns help us communicate changes and improvements to our gyms so that every time members visit, they get the best experience.”

PureGym Results: High Open Rates, Hundreds of Thousands of Members Reached

By sending gym members the right messages at the right times, and keeping them informed about availability and improvements at their local gyms, PureGym helped local gym communities make the most of their memberships. The dashboard and Braze API-driven email campaigns saw an open rate of 55% for 129,635 unique recipients of PureGym emails.

Final Thoughts

PureGym has a vested interest in helping members get the most use out of their local gyms, so that working out becomes a healthy part of their lives instead of a once in a while undertaking. Toward that end, PureGym has to stay in touch with members, delivering messages that share news that impacts the gym-going experience. Rapid, responsive, and targeted messages, delivered with help from the Braze API, land at the right time and place with PureGym members.

To learn about connecting with customers and strengthening your brand through long-term conversations, read the Braze-commissioned Forrester study, “Build Brand Humanity by Mastering Empathy at Scale.”

Christine Kent

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