It’s easy to get lost in the hustle and bustle of new ways to reach your target market. Not only are there existing channels you can use to market to people, but there always seem to be new channels popping up as well. Trying to stay up to date on the trends can become tedious, and here’s a secret… It’s not necessary! Of course, you should stay up to date, but email marketing continues to be the tried-and-true way to connect with your consumers. The question is, are you using email marketing correctly?
If your emails are being left unread, then you might be missing a vital component. We’re going to dive deeper into email marketing and the practices you should be implementing into your gym or fitness studio’s email campaigns to optimize your ROI. Here are five proven, easy ways to improve your email campaigns and make sure your leads are receiving emails that they aren’t going to move to the trash bin before opening.
1. Segment your List
Do you typically send the same email to all your prospects or customers in a generic blast? If so, stop. If your members are still getting promotional join offers they’re going to start getting frustrated. The first step is to separate your prospect list from your member/ customer list. This way you can send promotions and offers to leads while sending info/ changes in schedule, etc. to members.
A great way to segment your email streams is according to factors such as:
- What did they purchase lately?
- Where do they live?
- What classes do they take?
- What time are they opening your other mail?
The more you cater your messages to your subscribers’ tastes, interests, activities, etc., the more likely you are to reach and resonate with your recipients.
2. Include a CTA
Ring ring hello, it’s your call-to-action! You have to have a CTA or goal for every email you send. Goal: to get you, the consumer, to do something — hopefully, something clear and specific. Even in a confined space, such as an email, marketers have to find creative ways to make every call-to-action stand out. And that doesn’t have to include MAKING YOUR CTA BIG AND SCARY, showing off with some bold text, or adding enthusiasm with an exclamation point!
People are used to filtering all that spammy noise because they see it all too often. Marketers can break through the noise with a few email call-to-action best practices:
- Be honest
- Use action verbs
- Keep it short
- Make it obvious
3. Subject Line
We like to compare subject lines to book covers. How likely are you to open a book when the cover doesn’t pique your curiosity? It’s the same concept with subject lines. Your leads and members are getting on average, 121 emails per day, so what’s making yours stand out? Here’s a couple of tips that can help create a superb subject line:
- Be clear and concise
- Don’t over-promise or mislead
- Use numbers
- Communicate urgency
- Not too long, can get cut-off on mobile
Personalization makes your email recipient feel special and builds an instant connection with them. A great way to personalize an email is to use their first name. Once someone joins your gym, you shouldn’t stop emailing them. Make your members feel appreciated and send them an email based on the class or activity that they frequent the most. Another great personalization is to send them emails on their birthdays and their anniversary of joining your gym or studio. Also, if you have a clear understanding of your buyer persona you will have a better idea of the best times to send emails depending on who your customers are.
It’s essential to A/B test every part of your email, from subject lines to your calls to action (CTAs). Your first idea isn’t always your best idea; find out what resonates with your members and leads by testing. Some tips to keep in mind during your tests:
- Only test one element at a time (otherwise your results will be inconclusive)
- Make sure you have a significant sample size in your testing
- Once you find a winning element, move onto the next test!
Remember, your product changes, and so do your recipients, so a good email marketer is never done testing. For more tips, check out this A/B Testing Guide.
So now that you have the inside knowledge of the best practices for email marketing, you can go out and start nurturing those leads. If you’re looking for ways to start building up your email lists, check out our blog about lead magnets. If you want to take the hassle out of finding your leads and picking out premium content, check out WindForce Fit. We take care of the hard part so that you don’t have to. It’s an affordable way to fill up your pipeline!