Strategy Behind a New Student Special
If you only build one campaign in Customer.io, make it this one.
A New Student Special campaign isn’t just about sending a few welcome emails — it’s about guiding someone from their first “I’ll give this a try” moment into a sustainable relationship with your studio. Most new customers won’t automatically become regulars, even if they loved their first class. They need reminders, encouragement, and opportunities to explore everything you offer.
A thoughtful campaign:
- Bridges the gap between excitement and routine
- Helps students see the value of your offerings before their pass expires
- Increases the odds they’ll stay — not because of discounts, but because they feel connected
Looking to build this campaign right now? Here’s how to set it up in Customer.io
Rethink What a New Student Special Can Be
If you're only thinking of your New Student Special as a discount, you might be missing the chance to design a more intentional entry point into your community.
For many studios, this pass is the first impression. It's a way to show people how you care, what you offer, and why your space is different. It’s not just about getting them in the door — it’s about helping them feel like they’ve found something worth returning to.
Some key things to consider as you shape your offer:
- Mirror the experience you want students to continue with (for example: unlimited access, variety, or hybrid formats)
- Provide enough time to build a habit and feel the value
- Invite exploration — not limitation
A Few Ways to Put That Into Practice
Start with your long-term goal
What are you ultimately inviting people into — an unlimited subscription, a specific series, or a blended in-person/virtual experience? Let that guide how you structure the new student offer.
Consider the duration
A single class rarely creates a lasting impression. Many studios find success offering 1–4 weeks of access to give students enough time to explore and build a rhythm that works for them.
Free isn’t always the most effective.
While free trials might seem generous, they often result in lower engagement and conversion. A low-cost intro creates a sense of commitment without making it feel like a high-stakes decision.
Align the access with the future offer.
If your main subscription includes livestream, replay, or hybrid access, the intro offer should reflect that. Otherwise, students may not fully understand what’s available — or feel surprised when more is introduced later.
Don’t Limit Their Experience
We’ve seen this mistake often: a New Student Special capped at one class or limited to a single registration type — followed by a pitch for an unlimited subscription. The gap in experience makes the next offer feel disconnected and less appealing.
Instead, give your students flexibility to explore. Here are a few ways to expand their experience while still staying aligned with your long-term goals.
Let Them Try Different Teachers & Class Types
Your studio likely offers a range of class styles and teachers — and not every student will vibe with the first class they take. That’s okay. What matters is giving them enough chances to find the teacher or style that does feel like a fit.
Tip: Create a short playlist of 15–30 minute replays from a few (or all) of your teachers. Think of it as a “sampler” to help new students get a feel for your studio, explore your style, and connect with different teaching personalities. You can link to it in your intro email to encourage exploration early on.
Include All Registration Types
If your goal is to convert students to an unlimited subscription that includes livestream, in-person, and replay access — don’t hide those features during the trial. Otherwise, the full subscription may feel like a leap.
If you need to set boundaries, consider using Union’s Advanced Limits on Registrations feature. It lets you create a pass that includes, for example, 5 in-person classes with unlimited livestream and replay access. This keeps the experience aligned with your goals — and helps students understand the value of everything you offer.
When their experience reflects the offer that follows, it builds trust. When it doesn’t, it creates confusion or friction.
Your New Student Special is the open door. The campaign that follows is what makes them feel at home.
Design With Behavior in Mind
If your goal is long-term commitment, it helps to consider what it takes to form a habit. Research suggests it takes anywhere from 14 to 60 days for a new behavior to become part of someone’s routine.
This is why extremely short offers — like a 1-class intro or a 3-day trial — often don’t lead to retention. The offer expires before the student has had time to:
- Try different formats
- Meet more than one teacher
- Fit classes into their actual weekly routine
Instead of asking "how fast can we convert them?" ask:
What would help someone naturally build a rhythm that fits their lifestyle?
When your New Student Special supports that, your follow-up offer feels like the next logical step — not a sales pitch.
Stop Competing, Start Connecting
Many studios feel pressure to match what competitors are doing: lower intro prices, shorter offers, bigger discounts.
But your New Student Special isn’t meant to blend in.
It’s your chance to stand out — by showing that you care more about connection than conversion.
If your studio is built on community, attention to detail, and a variety of classes that support different needs (injury, sleep, energy, strength, spirit), then your New Student Special should reflect that.
Instead of asking, “What are other studios offering?”
Try asking, “What kind of experience do I want students to have when they start with us?”
When your new student experience reflects the care and clarity of the rest of your brand, people notice — and more importantly, they stay.