Engagement & Retention project | Fittr
1. INTRODUCTION
What is Fittr
Fittr is an online fitness and nutrition platform that offers personalized fitness & nutrition plans, and online coaching. The brand has recently stepped into wearables - they launched Fittr HART, the smart ring that calculates Heart rate variability (HRV), Sleep duration & quality, Recovery etc.
Fittr was founded in 2016 by Jitendra Chouksey, Fittr began as a small group on WhatsApp then shifted to a Facebook group and quickly evolved into a comprehensive mobile app and web platform. The platform has completed more than 300,000 successful transformations.
Core Offerings:
- Personalized Plans: Fitts provides customized fitness and nutrition plans tailored to individual goals, lifestyles and preferences, created by certified coaches. It is like an Uber for trainers, these trainers have a great experience and have multiple slots to book training.
- Community Engagement: Fittr emphasizes a supportive and motivating community, enabling users to share experiences, motivate each other, and achieve fitness goals collectively.
- Lifestyle Management Plans: The brand also provides coaching plans for POCS/ PCOD management, Thyroid management, Diabetes Lifestyle management, and pre-natal and post-natal care.
- Strength and Conditioning, Online Coaching, Mental well-being and Yoga are a part of their One-on-one coaching.
- Comprehensive Free Health Tools: The Fittr app includes various free tools like a calorie counter, diet tool, step counter, exercise library, and more, helping users track their progress and stay informed.
Fittr secured $11.5 million in Series A funding in September 2021. This funding was co-led by Dream Sports' venture capital firm Dream Capital and LA Dodgers' private investment arm Elysian Park Ventures. The funds are being used to expand Fittr's market presence in North America, the UK, and Singapore, accounting for 30% of its overall revenue.
2. IDEAL CUSTOMER PROFILE
Mapping
Ideal Customer Profile | ICP 1 | ICP 2 | ICP 3 | ICP 3 | ICP 4 | ICP 5 | ICP 6 | ICP 7 | ICP 8 | ICP 9 | |
|---|---|---|---|---|---|---|---|---|---|---|---|
ICP Name | Kartik | Sujata | Hemanth | Dr. Kashmi | Daniyal | Charu | Haniel | Anand | Kshitija | Vishal | |
Age | 29 years | 31 | 34 | 35 | 30 | 30 | 34 | 36 | 32 | 42 | |
Income Level | 20 LPA | 35 LPA | 15 LPA | 12 LPA | 30 LPA | 25 LPA | 30 LPA | 28 LPA | 24 LPA | 35 LPA | |
Gender | Male | Female | Male | Female | Male | Female | Male | Male | Female | Male | |
Location | T1 - Mumbai | T1 - Mumbai | Tier 1 - Delhi NCR | Tier 3 - Rishikesh | Tier 2 - Mysore | Tier 1 - Mumbai | Tier 2 - Bhopal | Tier 2 - Pune | Tier 1 - Bangalore | Tier 2 - Nashik | |
Profession and Company | Manager, IT | Manager, Media | Manager - IT | Practicing Pathologist | Entrepreneur | Product Manager, Startup | Entrepreneur | Growth Manager, Startup | Manager, Fintech | Entrepreneur | |
Marital Status | Dating | Married | Married | Married | Dating | Married | Single | Married | Married | Married | |
How do they spend their day? | Lives alone, busy professionals with a sedentary office job, looking for convenient fitness solutions. | Travels to work - most time spent there. Occasionally engages on social media, very busy schedule and a family person | Morning Workout Work (Job) Household Chores Watching News | Household Chores Morning Workout Work Family Time | Morning workout Work Evening Walks OTT/ Social Media | Spends maximum time at the office. Has been working from the office all 5 days. Other than that, going to the gym 2-3 times on weekdays. Read a little bit. Prefer home-cooked meals. | Morning workout Works out of a cafe Reading | Spends maximum time at the office. Goes to the gym 5 days a week. Listens to music and loves watching Football and Traveling. | Spends most of her time working and with family, and loves reading in her free time. | Love working, playing tennis and pickleball with friends. Hits the gym 6-7 times a week. | |
What do they do during weekends? | Socializes with friends, goes out for a drink, not overdoing it but likes to enjoy. | Enjoys going out for a meal, Watching movies, etc. | Spend time with kids, Social/community gathering | Family Time + Reading and Entertainment | Spend time with family and friends + Socializing | Meets friends/ family, watch movies, read, and do a bit of gardening. | Spend time with family and friends. | Meet friends, watch movies, play tennis and | Spends time with family | Spends time with family, Goes trekking. | |
Apps they spend most of their time on | Instagram, Zomato & WhatsApp | LinkedIn, YouTube, Instagram and WhatsApp | Instagram, Facebook, YouTube & WhatsApp | Instagram, Facebook and YouTube | Instagram, YouTube and WhatsApp | LinkedIn, WhatsApp, YouTube & Spotify | LinkedIn, WhatsApp & Spotify | WhatsApp, YouTube & Spotify | WhatsApp, LinkedIn & YouTube | WhatsApp, LinkedIn, Instagram, YouTube | |
What do they most spend their money on | Staycations, tech products, Household expenses + Healthy food. | Grocery & Household expenses | Grocery & Household expenses | Grocery & Household expenses | Health and Fitness, Household expenses, Grocery | Health and Travel | Health & Recovery, Grocery and Household expenses | Health and Travel | Household expenses, Grocery. | Sports, Grocery and Recreational activities | |
Type of Fitness User | Health Consciousness: Interested in getting fitter. Uses a smartwatch to track his sleep and steps. Loves going to the gym and working out alone. | Alarming Health Issue: PCOS and weight issues but believes in making things better. Price-conscious, but getting the right health guidance is a priority. Home workouts, virtual fitness classes, yoga, and meditation. | Fitness Freak: Loves working out, has lost weight and has gotten fitter. Tracks workouts and progress regularly. Value-seeking. Once trust is built, sees the value and witnesses initial results doesn't mind paying up to 50% more. | Fitness Enthusiast: Works out regularly, lost weight and has transformed her life. Trust-seeking and health-conscious. Calculates, reads and understands before taking any decision. | Fitness Freak: has been working out for the last 2 years. Hits the gym regularly. Tracks water intake, calories, sleep, workouts and progress regularly. | Fitness Enthusiast: Works out regularly and focuses on overall health. Trust-seeking about knowledge and depth. | Fitness Freak: Has been working out for more than 8 years. Works out regularly, and tracks his workouts and progress. | Fitness Freak: Has been working out for more than 3 years now consistently | Fitness Enthusiast: Believes in holistic improvement of body and mind. | Fitness Freak: Works out 6-7 times a weak, Plays a sport, Tracks essentials and progress. Eats healthy and primary focus is to stay active. | |
Problem statement | Kartik struggles with structured workouts, consistency and motivation. | Sujata wants to lose weight, suffers from lifestyle disease and reverse/ improve the condition of PCOS. Finds it extremely difficult to go to a gym regularly and on time and notices she loses on points and membership perks due to her search of becoming consistent and ends up getting demotivated. Looking for a more holistic solution. | Hemanth was not able to find a good trainer who could help him lose weight and build muscle. | Dr. Kashmi wanted to seek personal training to lose weight | Daniyal due to his busy schedule and lifestyle was not able to find a good trainer to help him lose weight and he wasn't getting the 'kick' as he loves doing different kinds of workouts. | Charu did not know much about Fitness, a definite direction or guidance. | Haniel started because he wanted to lose weight as he was being bullied in college. | Anand started to workout as he wanted to stay fit and have a great quality of lifestyle. | Kshitija wants to improve her health and lose weight. | Vishal wants to maintain his health and endurance. | |
Appetite to pay for fitness as a service | Low (15-20K per year) | Medium (20-30K per year) | Medium (20-30K per year) | Medium (20-30K per year) | High (>30K per year) | High (>30K per year) | High (>30K per year) | Medium (~28K per year) | Medium (~25K per year) | High (>30K per month) | |
Where do they get their health and fitness knowledge from? | Fitness content creators | Gym trainer | Fitness content creators and Google search | Research papers | Fitness content creators | Fitness content creators | Research papers | Fitness content creators | Fitness content creators | ||
Purchase Decisions | Influencer: Friend/ Relative - Word of Mouth Blocker: Lack of time, motivation, and knowledge about available services and their benefits. | Influencer: Expert or a friend who has seen results - Recommendation, Word of Mouth or Content. Blocker: Lack of time, Easily gets bored with monotonous workout routines. Lack of trust in whether they will experience the results. | Influencer: Friend/ Social Media Content. Blocker: Lack of trust in whether they will experience the results. | Influencer: Social Media Content and Reviews Blocker: Lack of knowledge and accessibility. | Influencer: Social Media Content and Reviews Blocker: Time to invest in planning and creating works out. | Influencer: Friends and Family with proven results or track record. Blocker: Lack of time and knowledge. | Influencer: Reviews and Social Media Content. Blocker: Personalized workouts. | Influencer: Friends and Family Blocker: Lack of time and knowledge | Influencer: Friends and Family Blocker: Lack of time and knowledge | Influencer: Friends Blocker: Lack of trust and quality | |
Do they track health and fitness in an app? | Yes, smartwatch app. | Yes, Cult fit | Yes | Yes | Yes | Yes | Yes | No | Yes | Yes | |
Have you heard about Fittr? | No | Yes | Yes | Yes | Yes | Yes | Former user | Former user | Former user | Former user | |
Are they a user of Fittr? | No | No | Yes | Yes | Yes | Yes | No, stopped using it | No, stopped using it | No, stopped using it | No, stopped using it | |
| | | | | | | |||||
Why did they choose Fittr? | Non-user | Non-user | Discovered an online coach who was associated with Fittr, Joined the Facebook group and is now working with the same trainer. | Discovered content on Facebook. Read multiple user reviews and then purchased the plan. | Discovered the app on Google search and chose Fittr due to reviews on the App store. | Discovered it through a friend Started using fittr because even though was trying to be fit on her own, Never had a definite direction or guidance. | Discovered the app on Google search and chose Fittr due to the reviews on Social Media. | Discovered it through a friend. | Discovered it through a friend and did due diligence on the App store and Online reviews. | Discovered it through a colleague, saw her transformation and decided to enroll with Fittr | |
How long have they been using the app? | Non-user | Non-user | 4+ years | 1+ year | 1+ year | 6+ months | 8 months | 1 year | 3 months | 2 weeks | |
Frequency of product usage? | Non-user | Non-user | Daily | Daily | Daily | Daily | Daily | Doesn't use it anymore | Doesn't use it anymore | Doesn't use it anymore | |
Feature they value and use the most | Non-user | Non-user | Calorie counter + Workout Tracker | Diet tracker | Workout tracker + Calorie counter + Water tracker | Logging calories, checking diet and workout features shared by the trainer | | | | | |
The current problem with the app? | Non-user | Non-user | The app works well for Hemanth, no complaints. | The app works well for Dr. Kashmi, No complaints. | The user experience was a bit confusing, felt the app was getting monotonous too. | Not very user-friendly. Calories tracking is better with Healthify more Indian food options and is more accurate. | Stopped using it because the trainer didn't create personalized workouts, the plan was just an extension of what he was already following. | Stopped using it, as the user experience was too overwhelming for him. He was not using the tracking tools anyway and the trainer | Stopped using it as my experience with the trainer was not good, the trainer didn't respond to my queries and I also suffered an injury due to the workout program. | Too many technical issues, had to spend a lot of time to find a food trainer and the support was not good. | |
| | | | | |||||||
Jobs to be done | | ||||||||||
Primary | Personal - Wants to get into good shape and feel healthier. | Personal - Wants to lose weight and live a healthier life. | Personal - Wanted to lose weight and gain muscle. | Personal - Wanted to lose weight. | Personal - Wanted to lose weight and build muscle. Live a healthy life. | Personal - Wants to get healthier and in shape before travelling. | Personal - Wants to try new workouts to push himself. | Personal - Work out to stay healthy and in shape. | Understand more about (own) body, Workouts to stay fit and in shape | Helps to keep going and pushing the limits to improve health and endurance. | |
Secondary | Social - Look good in his social circle. | | Social - Look good in his social circle. | | | Win health/ fitness contests against friends. | |||||
Tertiary | | ||||||||||
| |
ICP - Prioritization
Age | 25-34 | 34-40 | 40-45 | |
|---|---|---|---|---|
Income Level | 28 LPA | 24 LPA | 35 LPA | |
Location | Tier 1 & 2 | Tier 1 & 2 | Tier 2 - Nashik | |
How do they spend their day? | Spends maximum time at the office. Goes to the gym 5 days a week. Listens to music and loves watching Football and Traveling. | Spends most of her time working and with family, and loves reading in her free time. | Love working, playing tennis and pickleball with friends. Hits the gym 6-7 times a week. | |
What do they do during weekends? | Meet friends, watch movies, play tennis and | Spends time with family | Spends time with family, Goes trekking. | |
Apps they spend most of their time on | WhatsApp, YouTube & Spotify | WhatsApp, LinkedIn & YouTube | WhatsApp, LinkedIn, Instagram, YouTube | |
What do they most spend their money on | Health and Travel | Household expenses, Grocery. | Sports, Grocery and Recreational activities | |
Type of Fitness User | Fitness Freak: Has been working out for more than 3 years now consistently | Fitness Enthusiast: Believes in holistic improvement of body and mind. | Fitness Freak: Works out 6-7 times a weak, Plays a sport, Tracks essentials and progress. Eats healthy and primary focus is to stay active. | |
Problem statement | Wanted to stay fit and have a great quality of lifestyle. | Improve his/ her health and lose weight. | Wants to maintain his/ her health and endurance. | |
Appetite to pay for fitness as a service | Low - Medium | Medium | High | |
Where do they get their health and fitness knowledge from? | Fitness content creators | Fitness content creators | ||
Purchase Decisions | Influencer: Friends and Family Blocker: Lack of time and knowledge | Influencer: Friends and Family Blocker: Lack of time and knowledge | Influencer: Friends Blocker: Lack of trust and quality | |
Do they track health and fitness in an app? | No | Yes | Yes | |
Are they a user of Fittr? | No, stopped using it | No, stopped using it | No, stopped using it | |
| | | | |
Why did they choose Fittr? | Discovered it through a friend. | Discovered it through a friend and did due diligence on the App store and Online reviews. | Discovered it through a colleague, saw her transformation and decided to enroll with Fittr | |
How long did they use the app? | 1 year | 3 months | 2 weeks | |
Problem with the app? | Bad App User Experience / Bad Experience with the Coach/ Did not get desired result / Transformation completed (positive result) | Bad App User Experience / Bad Experience with the Coach/ Did not get desired result / Transformation completed (positive result) | Bad App User Experience / Bad Experience with the Coach | |
| | | |
Jobs to be done
Jobs to be done | | ||
|---|---|---|---|
Primary | Personal - Work out to stay healthy and in shape. | Personal - Understand more about (own) body, Workouts to stay fit and in shape. | Personal - Helps to keep going and pushing the limits to improve health and endurance. |
Secondary | Social - Wants to look better in social circle. | | Social - Win health/ fitness contests against friends. |
Tertiary | | ||
| |
3. CORE VALUE PROPOSITION
- Personalized Fitness and Health Plans address the need to stay healthy, understand the body, and push limits.
- Social Engagement and Community Motivation cater to the desire to look better in social circles and compete in fitness contests.
- Comprehensive Progress Tracking and Insights help users understand their body, track progress, and stay motivated.
4. CUSTOMER SEGMENTATION
Active Users - Mapping
- Engaged with 10+ posts within 4 days.
- Used any tool within 3 days of the app installed
- Booked a free consultation within 5 days of app being installed.
- Started using the tracker within 5 days of the app being installed.
- Purchased a plan within 14 days.
- Completed their first workout within 7 days.
Example:
Active User Criteria:
- Scenario 1: A user who fills in their body measurements, engages with 10+ posts, and uses the calorie counter tool within the specified time frames.
- Scenario 2: A user who books a free consultation, starts using the tracker, and completes their first workout within the specified time frames.
- Scenario 3: A user who purchases a plan, engages with 10+ posts, and uses the workout planner tool within the specified time frames.
Free User vs Paid User
The different types of users are also defined by the frequency of their interaction with the platform and the actions they perform when interacting with the platform.
The actions that make a user an active user are:
- Free User
- Engages with content in a particular timeframe (daily, weekly, monthly).
- Uses tracking tools
- Paid user
- Uses tracking tools.
- Purchased a paid program.
- Renews subscription upon expiry.
- Trainer
- Enrol as a trainer.
- Interacts with members, carries training programs (Weekly, Monthly)
Segmentation:
Type of User | Engagement Type | Action | Natural Frequency | |
|---|---|---|---|---|
Casual | Breadth (Occasional user) |
| Weekly to Bi-weekly | |
Core | Breadth and Frequency |
| 3-4 times per week | |
Power | Breadth, Depth and Frequency |
| 5-7 times per week (daily) |
6. ENGAGEMENT CAMPAIGN DESIGNS
Campaign 1: Welcome challenge
1. Segmentation: Casual users
2. Goal of the campaign: Encourage initial engagement and familiarization with the app’s features and convert Casual users to Core users.
3. Pitch/ Content: Jumpstart Your Fitness Journey! Complete your profile and fill in your body measurements and complete 7 workouts to unlock your personalized fitness plan.
4 Offer: Free access to the Get Shredded E-book by the founder and access to the Training and Nutrition program for one week upon completion.
5. Frequency and timing: Upon T+1 day of downloading the app and follow-up reminders on Day 2 and Day 3.
6. Success metrics:
- Profile Completion rate
- Body measurements entry rate
- Trackers usage rate
User journey: A casual user who has not yet completed the profile details will complete the details + 7 workouts as they are winning surprises in the end.
Campaign 2: Free Consultation Drive
1. Segmentation: Casual Users
2. Goal of the campaign: Drive bookings for free consultations and converting Core users to Power users.
3. Pitch/ Content: Get Expert Advice! Book a free consultation within the next 5 days and kickstart your fitness journey.
4 Offer: Extra 500 fitcoins for booking free consultation and 15% off on the first month of the paid program with the validity of 3 months.
5. Frequency and timing: Biweekly campaigns with reminders on D3 and D5 in-app notifications and Whatsapp messages
6. Success metrics: No. of bookings for free consultation and Post consultation purchase or engagement.
User journey: A casual user on booking free consultation will consider working out regularly and track their progress, the consultation provides with them external push.
Campaign 3: Tracker Challenge
1. Segmentation: Core Users
2. Goal of the campaign: Increase usage of the fitness trackers, Convert core users to power users
3. Pitch/ Content: Track Your Progress! Use the fitness tracker for 5 consecutive days and see the difference.
4 Offer: Exclusive badge and 200 Fitcoins. Option of sharing the progress and completion of the challenge primarily on WhatsApp and as an In-app community post.
5. Frequency and timing: Monthly campaigns with daily reminders for 5 days. Starting from Monday morning ~6 AM - 1 hour after waking up.
6. Success metrics: Tracker usage rate, D7 tracker usage
User journey: A core checks the notification, gets motivated to track his/ her progress regularly and starts using the app 5-7 times converting them to a power user
Campaign 4: Driving consistent core users to power users
1. Segmentation: Core Users - Uses tracking tool for at least 5 days (times)/ week but has not purchased a paid plan + Less / more fat percentage category
2. Goal of the campaign: Conversion of core users to a paid program
3. Pitch/ Content:
- "You’re already on track! It'll take 8 (X) months more to achieve your transformation but we can help you do this in 5(X-Y) months" or
- "Transform your journey! Achieve your fitness goals faster with expert guidance and tailored plans just for you." or
4 Offer: Get 15% off on your first month | Free Consultation: One free consultation session with a certified coach to kickstart their premium experience.
5. Frequency and timing: T+7 of app install and After completing a streak of 7 days. Once the user has tracked their workout and or calories on 7th day. | Limited Time Offer: Create urgency by highlighting that the discount is available for a limited time (e.g., 3 days from the first notification). Notifications on - In App & Personalized Email (In app + 12 hours)
6. Success metrics: No. of paid program conversions.
User journey: A core checks the notification, gets motivated to track his/ her progress regularly and starts using the app 5-7 times converting them to a power user
Campaign 5: Drive new users/ casual users to paid conversion through challenge
1. Segmentation: Power users
2. Goal of the campaign: Keep power users engaged + Drive referrals
3. Pitch/ Content: Complete the 30 Day Lifestyle Challenge - Track and complete workouts, meals, water and steps.
4 Offer: 300 Fitcoins for both the referrer and the new user upon successful referral. 20% off for the new users on completing the challenge.
5. Frequency and timing: Ongoing with monthly reminders to power users and special push during peak times (e.g., New Year). - In app notification + Email (after 12 hours) and Bi-monthly reminders on WhatsApp.
6. Success metrics: Power users - No. of sessions in given timeframe and No. of new users to complete the challenge.
User journey: A core checks the notification, gets motivated to pa his/ her progress regularly and starts using the app 5-7 times converting them to a power user
8. RETENTION DESIGN
Bird’s eye view
Due to the lack of accessibility to app data, we can guesstimate the retention rate of Fittr based on its user trends and reports. The general retention rate for health and fitness apps shows that the average retention rate on the first day is 37%, which drops to 9% by day 28.
Guestimating the retention for Fittr, the retention would be 12-15% on Week 4. (based on Fittr Manager)
The most appropriate time for the retention rate to flatten is:
- For users who require immediate results, the result did not meet their expectations.
- Users face bugs and issues in the app itself.
- The user faced problems with the trainer.
- Negative actions overwhelm the positive actions, leading to no new users and existing users becoming at risk.
- The graph of new acquisitions and churned users level themselves out.
Fittr being a fitness tracking and program platform, the service focuses on driving content heaving on and off the platform. It is key to provide a great service and user experience, failing to do so will definitely lead to a lot of churn. The current churn rates of Fittr are unknown due to the lack of accessibility of date, but making an estimate form the reviews left by users on the App store and Play store, as well as other sources the app might be facing a high churning rate of above 60%, which needs to be fixed.
It is important to understand the underlying cause of this massive churn. Zooming in on the issues faced by users an decoding the problems, the following voluntary and involuntary usecases could be applicable:
Type of Users Deriving the best retention + Acquisition channels - Health Conscious & Fitness Enthusiasts coming in from Referrals
9. CHURN REASONS
Voluntary Reasons | Involuntary Reasons | |
|---|---|---|
Users may become discouraged if they don't see quick improvements in their fitness or weight loss goals. | Personal circumstances such as new jobs, relocations, or changes in health or lifestyle can disrupt users' fitness routines. | |
If the fitness and nutrition plans are not adequately tailored to the user's needs, they may feel the app is not useful. | Major life incident due to which the user has stopped working out. | |
A complex or confusing user interface can frustrate users and lead them to abandon the app. | The user doesn't use the same method to workout anymore. Has started doing more recreational activities eg.playing a sport, running etc. | |
Users may find the subscription costs too high relative to the perceived value they are getting from the app. | | |
Frequent bugs, app crashes, or slow performance can cause users to abandon the app. | ||
Issues with payment processing or expired credit cards can lead to churn. | ||
Inadequate response to user issues and complaints can lead to frustration and churn. | ||
if they lose their progress or data due to technical issues or app updates. | ||
Negative Actions to Look for
Action | Risk |
|---|---|
Negative reviews on app stores | Users posting negative reviews turn into user churn and also give a bad outlook to new potential users. |
Decline in renewal of subscriptions | If a user is trying to renew and if the platform doesn't renew its subscription, it can turn to a churned user. |
Decreased engagement on the community posts | It's an indicator of lack of interest. |
Decrease in regular usage of tracking tools | If a user stops logging in to the app, there is a high churn risk. |
No interaction with notifications | Notifications are a major source of retention. If they are not interacted with, they might consider it as spam and will eventually result in uninstalls. |
Decline in active devices | If a user account is actively logging out of devices which have recorded usage, the user might be moving away from the platform. |
Bad NPS score | ((Promoters/Demoters)*100) <70% is a negative action |
Increase in support tickets highlighting issues | If there is a surge in support tickets coming in, highlighting common areas of issue, these users might be in the process of converting into at-risk. |
10. RESURRECTION CAMPAIGNS
Campaign 1: Fix reported app issues and send personalized responses to reviews promptly
1. Segmentation of the user type: Churned users who have reported issues via app reviews, support tickets, or feedback.
2. Pitch/ Content: Hi [User Name], we’ve listened to your feedback and have fixed the issue you reported. We value your input and would love to have you back. Here’s what’s new and improved…
3. Offer: 500 Fittr coins and 15% Additional discounts on paid programs
4. Frequency and timing: Monthly one time response on Email and Whatsapp.
5. Success metrics:
- Re-Engagement Rate.
- Issue Resolution Satisfaction.
- Conversion Rate.
- Retention Rate.
Campaign 2: Personalized Workout Campaign
1. Segmentation of the user type: Users who have been inactive for more than 30 days.
2. Pitch/ Content: Hi [User Name], we’ve created a live workout just for you! Log in now to check it out.
3. Offer: Additional one-week free on premium subscription.
4. Frequency and timing: Initial email/ WhatsApp, followed by reminders after 3 and 7 days.
5. Success metrics:
- Email open and click-through rates.
- The number of users logging back into the app.
- Conversion rate to paid plans.
Campaign 3: Community Reconnection Campaign
1. Segmentation of the user type: Users who were previously active in community features but have been inactive for 45 days.
2. Pitch/ Content: The Fittr community misses you! Reconnect with friends and join the conversation. Share your journey and get inspired.
3. Offer: Exclusive access to community events.
4. Frequency and timing: Email, in-app notifications, and WhatsApp once every quarter.
5. Success metrics:
- Community engagement rates.
- Number of users participating in events.
- Increase in social interactions within the app.
Campaign 4: Progress Reminder Campaign
1. Segmentation of the user type: Users who have logged progress data but have been inactive for more than 30 days.
2. Pitch/ Content: Remember how far you've come! You've already achieved [specific milestone]. Let’s keep going and reach your next goal.
3. Offer: Additional 15% off on paid programs.
4. Frequency and timing: Send initial reminder, with follow-ups after 5 and 10 days. Campaign activation in every quarter.
5. Success metrics:
Campaign 5: Exclusive Challenge Invitation
1. Segmentation of the user type: Users who have not completed a workout in the past 14 days.
2. Pitch/ Content: Join our exclusive 7-day fitness challenge and get back on track! Complete daily workouts and win exciting rewards.
3. Offer: Rewards such as Fitcoins, badges, and a chance to win premium memberships.
4. Frequency and timing: Daily reminders during the challenge period. Campaign activation quarterly.
5. Success metrics:
- Challenge tracker update rate.
- Daily app usage during the challenge - Actions and Time.
- Number of users completing the challenge.
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