Automated Communication: Building a Loyal Community

Your time is valuable. Yet your customers expect regular news, reminders and encouragement. Used well, automated communication allows you to be present at the right time, with the right message, without spending your evenings.

In this article, you will set up a simple, measurable and respectful system for your members to transform one-off sessions into a true loyal community. You'll find ready-to-adapt sequences, sample messages, and encrypted cues.

Tip: If you're new to automations, start with a single priority sequence, then add a new one each week. And if you want to go further, discover the EKKLO guide to get started: info.ekklo.com.

For an overview of the implementation on the business side, also read this practical guide: Automate your business when you are a sports coach.

Why automated communication changes the game

Save time without losing the link

• Replace them manual reminders through programmed messages.
• Keep a human tone thanks to variables: first name, session, objective.
• Delegate the repetition, keep the relationship: the machine sends, you respond.

Example: a lesson reminder 24 hours before + 2 hours before reduces no-shows by 20 to 35% in many studios.

Multiply useful points of contact

• After a trial, every hour counts. Send a follow-up message on D+0, D+2, D+5.
• A member inactive for 14 days? Offer a gentle recovery + quick slot to reserve.
• Reinforce the feeling of belonging with congratulations and monthly reviews.

Measure, test, improve

• Aim for 45-60% email openings, 5-10% clicks, and <3% unsubscribes.
• Test a short object vs. long, one image vs. pure text, a unique call to action.
• Report each month: reservations from messages, reactivations, sponsorships.

The 5 essential automatic messages

1) Welcome message (registration or first try)

Objective: accelerate the first reservation and reassure.

Template:

• Subject: Welcome [First Name] - here's your next step
• Body: “Glad to have you among us. Choose your trial slot here [link]. If you are hesitant, reply to this message: I offer you 2 suitable options. »
• Timing: immediate + reminder on D+1 if not reserved.

2) Post-trial follow-up to convert

Objective: transform the trial into a subscription.

Typical sequence:

• D0 (2 hours later): “What did you prefer? I'm sending you a free 2-week plan if you book by tonight. »
• D2: testimony from a similar member + link to entry offer.
• D5: last reminder + bonus (technical session or assessment offered).

3) Reservation reminders and anti-no-show

Objective: avoid lost places.

• 24 hours before: confirmation + what to bring.
• 2 hours before: mini checklist (water, towel, session objective).
• No-show: empathetic message + “reschedule in 1 click” link.

4) Congratulations and positive reinforcement

Objective: encourage regularity.

• After 5 attendances: “Already 5 sessions, well done! Next goal? »
• New record: progress capture + suggestion of a workshop.
• End of cycle: automated PDF report + proposal for next program.

5) Reactivation of inactives

Objective: bring back members before they leave for good.

• 14 days without attendance: warm message + 2 quick slots.
• 30 days: 7-day mini-challenge + limited recovery discount.
• 45 days: personalized call (not automated) if possible.

Sequences according to your coaching model

Independent coach (1:1 and small group)

• Onboarding: welcome + objectives questionnaire + assessment appointment making.
• Routine: session reminder + light nutrition monitoring + quick post-session feedback.
• Loyalty: monthly review + upsell proposal (small group, technical workshop).

Key indicators: 80% presence, 70% rebooking on D+7, recommendation rate > 20%.

Studio/Box (rich planning)

• Pre-launch of cycle: waiting list + priority members.
• During the cycle: consistent reminders + weekly advice.
• Off-peak filler: suggestions for empty slots with incentive.

Key indicators: hourly fill rate, no-show < 8%, reactivation 20% at 30 days.

Online and hybrid programs

• Onboarding digital: platform access + 2-minute tutorial + first quick win.
• Accountability: weekly auto check-in + progress test reminder.
• Community: monthly live meeting + highlighting a member.

For useful techno ideas for sessions, see how use technology to optimize your sessions.

Channels: email, SMS, push, WhatsApp - who does what?

Email: rich and measurable

• Ideal for onboarding, reviews, detailed offers.
• 1 message = 1 objective, 1 call to action.
• Length: 60-120 words for action, 200-400 for educational content.

SMS and WhatsApp: immediate and actionable

• Perfect for reminders, rescheduling, weather emergencies.
• 160 characters max, short link, direct and friendly tone.
• Reserve for messages with high immediate value.

Push (mobile app): context + habits

• Useful for reminding a habit (bottle, warm-up) and announcing a new course.
• Low frequency to avoid fatigue.

Choose the right channel

• Urgent and short: SMS/WhatsApp.
• Explanatory and rich: email.
• Recurring and light: push.

Frequency, tone and GDPR: the credibility trio

Recommended frequency

• New prospects: 3-4 messages the first week, then 1-2/week.
• Active members: 1 newsletter/week + targeted reminders.
• Inactive: 2-3 attempts over 30 days, then pause.

Tone: human, direct, helpful

• “I” or “we” depending on your brand, short sentences, clear action.
• Personalize: first name, objective, session liked.

GDPR and consent

• Double opt-in for email, specific opt-in for SMS/WhatsApp.
• Visible unsubscribe link.
• Store proof of consent in your tool.

Set up on EKKLO in 30 minutes (step by step)

1. Choose the priority objective

• Example: reduce no-shows by 30% in 6 weeks.

2. Map the sequence

• Trigger event: confirmed reservation.
• Messages: D-1 (email), D-0 2 a.m. (SMS), post no-show (WhatsApp + rescheduling link).

3. Write your messages

• A message = an action verb (book, confirm, respond).
• Add variables: [First name], [Date], [Slot], [Objective].

4. Configure your shipments and times

• Avoid nights, favor 8-9 a.m., 12-1 p.m., 6-7 p.m.
• Respect the time zones if customers are in line.

5. Test, then activate

• Send yourself the sequence, check links and tags.
• Activate on 20% of your base, measure, generalize.

6. Follow your KPIs

• Opens, clicks, no-show, rebook in 48 hours, reviews left.

Need a simple starting point? EKKLO resources guide you step by step: info.ekklo.com.

Scripts ready to copy and paste (to adapt)

D-1 reminder (email)

Subject: [First name], ready for tomorrow?

Body: “Your [Course Name] session is tomorrow at [Time]. Consider [2 tips]. If necessary, reprogram in 1 click here: [Link]. See you tomorrow! »

Post-test D0 (SMS)

“Thank you for coming, [First name]! What was your favorite part? I offer you 2 suitable options - answer 1 for [Option A], 2 for [Option B]. »

Reactivation 14 days (WhatsApp)

“Hello [First name], shall we restart the dynamic? I have reserved 2 accessible slots for you this week: [Link 1], [Link 2]. Would you prefer that I call you? »

Measure the impact and optimize without the hassle

Your 6 figures to follow every week

• Email opening rate: 45-60% (SMS > 90% read).
• Click-through rate: 5-10%.
• No-show: objective < 8%.
• Rebook 48 hours: > 50%.
• Reactivation 30 days: 15-25%.
• Reviews generated: +5/month.

A/B useful tests (simple and effective)

• 3-word subject line vs. 6 words.
• "Reserve" button vs. text link.
• Short testimonial vs. key figure.

Test one variable at a time, over 2 weeks minimum.

Cohorts and retention

• Compare the retention of new customers before/after your sequence.
• Follow the “Time to Second Booking”: aim for 7 days or less.

To complete your acquisition strategy + content, also explore: How to create Insta or TikTok content with AI when you are a sports coach.

To remember

• First automate what has the most impact: reminders and post-trial.
• A message = a goal, a clear call to action.
• Measure every week and test a single variable at a time.
• Respect consent and frequency: trust above all.
• Start small, improve continuously: 1 sequence per week.

Conclusion - Take action today

Automated communication does not replace your relationship: it strengthens it. With a few well-thought-out sequences, you reduce no-shows, convert more trials and maintain a culture of progress.

• Get started with the templates in this article and centralize your sending on EKKLO: info.ekklo.com.
• If you are just starting your business, here is a clear method to obtain your first 3 clients.
• Do you want step-by-step support and ready-to-use tools? Find our resources and contact us here: info.ekklo.com.