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Marketing Automation ​

CRM & Marketing

What it does ​

Marketing Automation lets you reach the right members at the right moment, automatically. You build audiences that update themselves, set up journeys and sequences that fire on events or dates, personalise every message with member data, and trigger win-back outreach when someone stops showing up. A live dashboard then ties each campaign back to the revenue it actually generated.

Key concepts ​

  • Audience (segment) — a real-time, self-updating group defined by rules: club, brand, attendance frequency, membership status (New / Renewed / Frozen), spend level, and date filters. No manual refresh needed.
  • Journey (workflow) — a multi-step lifecycle flow (Onboarding, Renewal, Win-back) built from triggers and steps, with conditional branches (e.g. Email Opened?, WhatsApp Read?).
  • Sequence — a timed series of messages around a date, such as renewal reminders at 30 / 15 / 7 / 1 days before expiry. It stops automatically once the member does the required action (e.g. renews).
  • Dynamic content & placeholders — message fields filled from member data (Last Visit Date, Favourite Club, Assigned Trainer, Last Class), with conditional blocks (e.g. different content for Optimo vs. B_FIT members).
  • Behavioural trigger — an automated action fired by member behaviour, such as a "We Miss You" message when check-in frequency drops below a threshold.
  • ROI attribution — the link from a campaign or message to the actual purchase or renewal it drove, split between new acquisitions and renewals.

Main tasks ​

Build a dynamic audience ​

  1. Open Audiences (Segments) and create a new one.
  2. Add rules — for example, status = Active and no visit in 14+ days and club = Riyadh.
  3. Save. The audience populates live and keeps updating itself as members' behaviour and status change.

Set up a journey or sequence ​

  1. Choose a journey for lifecycle flows (Onboarding, Renewal, Win-back) or a sequence for date-based reminders.
  2. Pick the trigger (a date such as expiry, or an event such as a status change) and add the steps and channels.
  3. For journeys, add branches on conditions like Email Opened? to send different follow-ups; for sequences, set the timeline (e.g. 30 / 15 / 7 / 1 days before expiry).
  4. Activate. The flow stops automatically when the member completes the goal (e.g. renews).

Personalise messages ​

  1. Edit a message and insert placeholders for member data — name, last visit, favourite club, assigned trainer.
  2. Add conditional content where the message should differ by brand or segment.
  3. Preview against a sample member to confirm everything resolves correctly, then save.

Measure conversion and ROI ​

  1. Open the attribution / ROI dashboard.
  2. Review which campaigns and messages led to real purchases and renewals, with revenue split between new members and renewals.
  3. Use the results to refine audiences and retire underperforming journeys.

Tips ​

TIP

Let sequences stop themselves. A renewal sequence should end the moment the member renews — so always tie the stop condition to the action you want, not just to the calendar.

INFO

Marketing reaches members through their saved communication preferences. Opt-outs set on the member profile are always respected, keeping campaigns PDPL-compliant.

Related modules

Member Management · Lead Management · Membership Management · Finance & Payments