The days of sending one huge email blast are over. Today, there is a plethora of tools and software that allow you to access consumer data and create valuable and personalized emails.
And when implemented correctly, email marketing can yield a high ROI—we’re talking a 4200 percent ROI.
But to reap the benefits this marketing channel offers, you need a strategy that delivers results and converts. But don’t worry if you don’t know where to start. We’ve put together a few email strategies for gym studios.
Set Up a Lead Collection Plan
The first step to email marketing for your gym studio is to gather subscribers. There are a few ways you can collect leads. Here are some that are the most effective:
Enable Opt-ins When Registering for Classes
When someone signs up for a class online, give them the option to subscribe to your emails. Just provide an opt-in checkbox so that people can confirm a newsletter subscription.
Create a Lead Magnet
A lead magnet is something visitors receive in exchange for their email address. So, for instance, you could offer a free fat-burning workout plan when people sign up for your email list.
Collect Email Addresses in Person
Ask your front desk staff to collect email addresses from new and existing members. Don’t forget to share that they will receive updates, tips about health and fitness, motivational stories, and other related content.
Segment Your Audience
To deliver the right email campaign to the right person, you must segment your list into specific groups. With segmenting, you can target people based on where they are in their customer journey. You can also use this to tailor your campaigns to their interests and behavior.
For instance, you’ll want to prompt prospective members who’ve used a free trial to sign up for a membership. And for people who’ve expressed interest in a particular class, you can send information that prompts them to sign up.
Segmenting your customer database is essential for personalizing your messaging and providing relevant content, boosting click-throughs and conversions.
Make It Personal
About 91 percent of consumers say they’re more likely to do business with a brand that offers personalized content. Along with providing offers that are relevant to customers’ interests (as we discussed above), you can also do the following:
- Use subscriber names in the subject lines, greeting, or body.
- Celebrate the subscriber’s birthday and offer a special coupon.
- Send an email recapping their history (i.e., how many classes they’ve attended, how many times they’ve signed in)
- Recognize membership anniversary
Share User-Generated Content
Including things like customer testimonials, videos, photos, reviews, and videos is a fantastic way to create a sense of community. And this type of content can even boost clicks. According to research, user-geared content drives a 73 percent increase in email click-through rates.
To gather user-generated content, you can ask members to send videos and photos of their progress. You can also create a hashtag campaign. Encourage followers to post their fitness journey on social media with a hashtag.
Optimize Your Subject Lines
Inbox competition is tough. So make sure your email stands out and doesn’t come off too sales-y. Here are a few things to consider:
- Keep your subject line short—no more than 60 characters.
- Use powerful and action-based words.
- Set expectations for the body of the email.
- Include the customer’s name.
Re-engage Inactive Customers
Gym management software allows you to identify idle members. Then, you can use this information to send content that reignites their motivation. Encouraging existing customers to revisit your gym is easier (and more cost-effective) than acquiring new members.
Some engagement email ideas include:
- Reminding them about what your gym offers.
- Giving them an incentive to return (i.e., a discount on classes or membership).
- Use an occasion, like a birthday or holiday, to regain contact.
Amp Up Your Gym Studio Email Marketing
Your email marketing strategy is how you connect with your audience and build a strong community. The key to a winning plan is optimizing every aspect and keeping your subscribers in mind—what they want and find value in.
To streamline your email marketing efforts, consider an automation tool. Automation software allows you to create a workflow of emails that deliver the right content at the right time.
