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Retention & Win-back ​

CRM & Marketing

What it does ​

Keeping a member is far cheaper than finding a new one. Retention & Win-back watches for members who have gone quiet — no check-ins, no bookings, no activity — and surfaces them before they cancel. Memvera flags these at-risk members, turns each one into a follow-up task for a staff member to act on, and lets you enrol at-risk or already-lapsed members into a win-back campaign that nudges them back with an incentive.

Key concepts ​

  • Dormancy — a member who hasn't checked in or shown activity for a set number of days. Once they cross that threshold they become an at-risk member.
  • Lapsed member — someone whose membership has already expired or cancelled, the target of win-back.
  • Follow-up task — a CRM task assigned to a staff member to reach out to an at-risk member (call, message, offer).
  • Win-back campaign — a multi-step email/automation sequence with an incentive (e.g. a discount or a free PT session) aimed at bringing members back.
  • Incentive — the offer attached to the campaign that gives the member a reason to return.

Main tasks ​

Review dormant / at-risk members ​

  1. Open CRM → Retention (or the At-risk list) to see members who have gone quiet.
  2. Sort or filter by how long they've been inactive to find the most urgent cases.
  3. Open a member to see their history and decide whether to call, message, or enrol them in a campaign.

Work the win-back follow-up tasks ​

  1. Go to your Tasks list and open the retention follow-ups assigned to you.
  2. Contact the member using the suggested approach, then log the outcome.
  3. Mark the task done — or reschedule it if the member needs a follow-up later.

Launch a win-back campaign ​

  1. From Retention (or Marketing), choose Win-back campaign and pick your audience (at-risk and/or lapsed members).
  2. Attach an incentive — a discount, free session, or coupon — and confirm the message sequence.
  3. Launch. Memvera sends the steps automatically and tracks who re-engages.

Tips ​

TIP

Act on at-risk members early — a member flagged after a few quiet days is far easier to win back than one who has already let their membership lapse.

Related modules

Marketing Automation · Promotions & Coupons · Member Management · Membership Management