Member Showcase
Member: Freestyle Interactive Ltd
Project: Email Marketing
Client: Virgin Active
Outline Brief
New memberships in January account for a significant chunk of the year’s revenue for gyms and fitness clubs. Virgin were looking to use digital to support their offline campaigns and drive footfall to their gyms in the post-Christmas period.
Outline Work
Virgin’s existing digital strategy focussed on affiliate search and pay-per-click. Targeted email offered a good fit for the type of lead that Virgin were looking to generate. We were able to quickly create a personalised email that tied in with their offline “Get off the sofa” campaign. Working closely with leading digital direct marketing specialists, e-circle, we provided Virgin with data that was segmented to match the profiles of their gyms by geographical location. 400,000 emails, based on demographic and location and personalised with the recipient’s name and their local Virgin Active gym location, were sent and the whole project was turned around in a week.
Unique Features
The figures tell the story of this success. A 1.5% open rate and a 12% click rate translated to over 1500 gym visit sign ups within a week of sending the email – doubling the leads generated by the pay-per-click monthly activity at half the cost.
