Walla Marketing Suite Glossary

The Marketing Suite is a robust feature that is made up of several tools and exciting components. Here you can get a quick overview of each section and the key terms you'll need to know to become a master of the Marketing Suite!

The Advanced Builder is where you can build custom email templates for your Journeys and Newsletters.

An audience is customized group of contacts made up of conditions that can be used within a Journey or on its own for targeted client communications or data analysis.

Audiences segmentation is like creating different yoga classes for different skill levels. In Walla, it means grouping your leads or members based on shared characteristics (like fitness goals or class preferences or purchase behavior) so you can send them more relevant, personalized messages. This helps you connect better with each group and improve your marketing effectiveness.

An automation can be thought of as an email and/or text that is one part of your Journey. You can have one automation under a Journey, or you can have multiple automations under a Journey. An automation sends to the defined audience that you select and can also be used to assign tags or lead stages to a client.

You can think of automations like having a super-efficient assistant who handles repetitive tasks while you focus on growing your studio. In Walla, it means setting up systems that automatically handle things like sending welcome emails, reminding people about new promotions, or reaching out to inactive members.

Client Home Location is the primary location of your business that a client is associated with. This is determined in the client profile settings under Home Studio. A client's home location is used for for filtering and revenue allocation within Walla and can also be used in Journeys and Newsletters as a Location Variable.

Conditions are the parameters that define your audiences. They help you identify individuals based on specified qualities and behaviors, such as membership status, plan status, last visit, total check-ins, and more. Conditions determine when and to whom an automation is sent. You may also see Conditions referred to as a Condition Block.

The contact pop-out panel is a quick view of your client or lead's key information. When using the Lead Tracker, you can click a contact name to view the pop-out panel. Here you can view and add the contact's assigned lead stages, the staff member working with them, any notes and conversations had with the contact, and more.

Conversion rate is your studio's success rate in turning interested people into actual members. In Walla, it's the percentage of leads who take a desired action, like signing up for a trial class or purchasing a membership. We calculate it by dividing the number of conversions by the total number of leads, then multiplying by 100. The higher the rate, the more effective your marketing!

CRM stands for Customer Relationship Management. In Walla, it's your all-in-one tool for managing interactions with your leads and members. It's like having a personal assistant who remembers every detail about each person who's interested in your studio. Use it to track interactions, spot opportunities to upsell (like suggesting personal training to regular class attendees), and keep your members coming back for more.

The first location that you add to your Walla Site is your Default Location. This is particularly important for multi-location businesses who may have an original location or head branch. You can update the default location at any time from the Locations Tab. Transactional notifications sent to clients without a home location will contain the contact information from your Default Location. The Default Location is also used in your Journeys and Automations to determine which business information will be included in your marketing email.

The footer is the information that appears at the very end of your Journey or Newsletter email. This is optional information that you can include by using the Personalization Tool to add the footer to your email. You have the option to choose between your Default Location or a Specific Location. The footer will contain the location's contact information including name, address, phone number, and email.

The "from" field is how your email will appear in your contacts' inboxes. For example, your email may be sent from Your Business Name or from Your Name. Whatever you choose, this lets your contacts know who is sending them a message. You can edit the from field when creating Newsletters and Journeys.

The Inbox is the home of Walla's Two-Way Texting feature that allows you to communicate with your clients via SMS. Only clients who are subscribed to SMS notifications can be contacted from the Inbox.

A Journey is a set of automations designed to reach different target audiences at specific times. Journeys can be thought of as the entire communication process from start to finish, while an automation is one step in that process.

Journeys can be composed of one or several text or email automations and are often used to share important reminders, sales, and celebrations with your clients.

Layout Style determines the formatting of your marketing email. There are two types of email layouts in Walla: Standard and Advanced. Standard Layout emails are simple text emails that have limited customization options. Advanced Layout emails are fully customizable using the Advanced Builder which allows you to add pictures, branding colors, and more to your email.

A lead is typically defined as a contact who has not yet made a purchase or become a client of your business. In other words, leads are potential new members for your studio. They're people who've shown interest in what you offer by signing up for your newsletter, attending an event or free class, or inquiring about membership options. In Walla, you can track and nurture these leads, guiding them towards becoming full members of your fitness community.

Some businesses define leads as someone who has purchased an Intro Offer but not a membership. You can define what a lead means to you and set up your Sales Pipeline accordingly!

A Lead Form is a tool for capturing new leads who are interested in your business. The Walla Lead Form collects essential details like first name, last name, and email address from leads visiting your website.

Once a client has submitted the lead form they will be automatically opted into marketing emails. If the client chooses to provide their phone number, they will be automatically opted into SMS marketing notifications.

The Lead Management Tool is Walla's Customer Relationship Management (CRM) system that uses the Lead Tracker, Sales Pipeline, Lead Stages, and Lead Sources to help you track your clients along the sales process to improve retention, new sales, and business-to-customer relationships.

A Lead Stage is distinct phase in the sales process that a potential customer goes through from the initial point of contact to the final decision. These stages help categorize and organize leads based on their level of engagement, interest, and readiness to make a purchase. By defining these stages, businesses can track the progress of each lead and tailor their approach accordingly.

The Lead Tracker is more than just a list of potential clients – it's a powerful Customer Relationship Management (CRM) system and an intuitive sales pipeline rolled into one.

This is where you will see a complete list of new leads, their current lead stage, which staff member is assigned to them, if they've made any purchases, and more! It's your home-base for tracking your leads along their journey to becoming a member of your business.

Lead Sources are referral categories that help you identify how a lead was connected to your business. You can use this information to determine what marketing strategies are working best for your business and put your focus there!

Location Variables is a setting within an automation that determines what location information will be displayed in your email. You can choose from Default Location, Specific Location, or Client Home Location. Whichever option you choose will correspond with the contact information for any Personalization parameters that you add to your message, such as "location reply to email," "location from email," or the email footer.

An additional feature package that grants you access to several powerful tools including the Lead Management Tool, Two-Way Texting Inbox, Customizable Journeys, Unlimited Audiences, Newsletters, Sub Management, and Meta and Google Tracking.

A newsletter is a single marketing email sent to a specific audience. Newsletters are often used separately from Journeys to share updates, news, and events with clients.

Personalization parameters are used in Journeys, Newsletters, and Transactional Notifications to insert specific details about a purchase, client, or the business into a text or email. When a parameter is added, Walla will populate the corresponding information based on the details provided elsewhere in your site.

The preview text of an email is the information that follows a subject line if space allows on the client's device.

The reply-to email receives email replies from any Journey or Newsletter that it is associated with. Your reply-to email can be the same address that you sent your email from or a different one.

The home that stores many of the core features that make up the Marketing Suite.

The Sales Pipeline represents the various phases a potential client goes through in their journey towards becoming a member. These stages allow you to categorize and track leads based on their level of engagement and readiness to purchase. By effectively utilizing Lead Stages, you can tailor your communication, focus your efforts, and ultimately increase your conversion rates.

The subject line of an email is the headline that your client will see when viewing the email in their inbox.

The Sub Management Tool enables managers and staff to efficiently request, approve, and manage substitutes for classes. This feature will save you valuable time by automating communication and streamlining substitute operations.

Tags are custom filters that can be applied to contacts in your Walla site. They help you identify groups of people based on specific qualities. Tags can be used in Audiences, Newsletters, and Journeys. You can use tags in a variety of ways such as sending a text or email to a specific group of clients, identifying VIP or Do Not Disturb clients, or anything you can think of! Tags can also be used as prerequisites for classes.