Rock Gym Pro can automatically send targeted emails to customers based on their activity and information in RGP. You can even create a series of emails that customers receive as they meet different criteria over time, sometimes called a drip campaign.
Rock Gym Pro's Customer Queries, Daily Auto-Tagging Rules, Customer Query Email Triggers, and SendGrid templates can work together to create targeted, multi-step email campaigns based on customer activity.
For example, you could:
- Identify customers who participated in a particular program or activity.
- Automatically tag customers when they meet additional criteria.
- Send them a targeted email.
- Use that tag as part of a future campaign.
- Follow up as customers continue to engage with your facility.
This creates a simple drip campaign, where customers can qualify for different emails over time based on their activity.
How it works
A drip campaign combines several existing RGP features:
Customer Queries
Define the customers who should qualify for a stage of your campaign.
Daily Auto-Tagging Rules
Automatically apply a tag when customers meet the conditions of your query. These tags can also act as milestones, indicating which stage of the campaign a customer has reached.
Customer Query Email Triggers
Automatically send an email when customers meet the conditions you define, including conditions based on customer tags.
SendGrid HTML Templates
Create branded HTML emails for each stage of your campaign.
The basic workflow looks like this:
Customer Query → Daily Auto-Tagging Rule → Campaign Tag → Email Trigger
For later stages, you can incorporate the tags from earlier stages:
Previous Campaign Tag + New Qualifying Conditions → New Campaign Tag → Next Email
Example: Promote youth programs to birthday party guests
Imagine you want to promote your fall youth recreation programs to families who previously visited your facility for a birthday party.
Rather than emailing every birthday party participant, you want to focus on families who have shown additional interest in your facility.
Round 1: They came back
First, decide what should qualify someone for your first campaign.
For example, you might create a Customer Query that looks for customers who:
- Attended a birthday party during the summer.
- Have returned to your facility.
- Are not currently members.
- Do not currently have a punch pass.
- Do not have the Customer Sub-Type your facility uses for youth recreation programs.
Once you've created and tested the query, use it to create a Daily Auto-Tagging Rule that applies a tag such as:
Youth Campaign - Round 1
You can then use the tag as a condition for a Customer Query Email Trigger.
Your first email might introduce your fall youth recreation classes, explain what they're like, and provide information about how to register.
Daily Auto-Tagging Rule requirement: Your query must include at least one date-based condition that uses "querydate" for both the From and To dates. Choose an activity and relative date range appropriate for your campaign. See Daily Auto-Tagging Rules for instructions and examples.
Round 2: Follow up with engaged customers
Later, you could create another query for customers who:
- Have the Youth Campaign - Round 1 tag.
- Have continued to visit your facility.
- Still are not members or punch pass users.
- Still do not have the Customer Sub-Type associated with your youth recreation program.
Customers who meet your Round 2 criteria could receive another tag:
Youth Campaign - Round 2
That tag can be used for a second email.
Because these customers have already received your initial campaign, the second email doesn't have to repeat the same message. Instead, it might highlight upcoming session dates, answer common questions, showcase a particular program, or provide another reason to register.
You can continue this approach for additional stages if it makes sense for your campaign.
Tags help you build on previous campaigns
One of the advantages of this workflow is that your campaign tags become conditions you can use in future Customer Queries.
For example:
Birthday party guest → Returns → Round 1 tag → Youth program introduction
Then:
Round 1 tag → Continued engagement → Still hasn't enrolled → Round 2 tag → Follow-up email
Instead of repeatedly starting with your entire customer database, you can use previous campaign tags to narrow your audience and combine them with current customer activity.
Other drip campaign ideas
This same workflow can be adapted to many different goals.
For example, you could use it to:
- Convert repeat day-pass guests into members.
- Promote memberships to customers approaching the end of a punch pass.
- Promote an intermediate class to customers who previously attended an introductory class.
- Re-engage former members who have started visiting again.
- Promote recurring programs to customers who previously participated in a related event.
- Follow up with customers who participated in a seasonal program.
The key is to decide what customer behavior should qualify someone for each stage of the campaign and what should prevent them from continuing to receive campaign emails.
For example, if your campaign is intended to encourage customers to purchase a membership, your later queries should exclude customers who have since become members.
Before activating your campaign
Always test your Customer Queries before using them with Daily Auto-Tagging Rules or automated emails. Review the query results to make sure you're targeting the customers you intended.
Also consider:
- Exclusions: Determine what should remove someone from your campaign, such as purchasing the membership, pass, or program you're promoting.
- Timing: Decide how much time should pass or what new activity should occur before a customer qualifies for another stage.
- Email frequency: Customer Query Email Triggers are evaluated regularly. Configure your trigger settings so customers don't repeatedly receive the same campaign email.
- Unsubscribes: Make sure your marketing emails include the appropriate unsubscribe options.
- Testing: Test your queries, tags, triggers, and emails before relying on the workflow for a live campaign.
Make your campaign emails look their best
If your facility uses SendGrid, you can create custom HTML templates for your campaign emails.
This allows each stage of your campaign to use a branded email rather than a basic text email. You could create separate SendGrid templates for Round 1, Round 2, and any additional stages of your campaign.
Once your templates are ready, configure your Customer Query Email Triggers to use the appropriate template for each stage.
Related articles
For step-by-step instructions on the individual features used in this workflow, see:
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