When it comes to creating a marketing strategy, it can be difficult to know which channels to choose. With social media and video-led content dominating the digital space, many gyms resort to chucking a few posts on Instagram every month and putting the rest of their eggs into the paid Meta ads basket.
But if you’re not harnessing email marketing to drive brand credibility, collect potential leads, nurture your current following, and convert prospects to members – you’re missing a trick.
With more than four billion email users worldwide, email is still one of the most impactful ways to get the biggest bang for your marketing buck. With an average ROI of £32, it’s proven to be up to 40 times more effective than organic social media.
That being said, email marketing isn’t a set-and-forget strategy.
At the least, it takes consistent effort and intelligent tracking to hit a baseline of success. With opt-out rates high due to overflowing inboxes, the content you’re sharing needs to be shit-hot to break through the noise. And that also means having a firm grasp of the characteristics of your mailing list. Generic, catch-all content won’t cut it: your comms need to be targeted to the specific needs of the audience. They also need to be on-brand – with a signature tone of voice, clear and consistent messaging, and an engaging narrative element that gives readers an identity to buy into.
To summarise: email marketing delivers outstanding ROI when done properly; but the content bar is high, so comms need to be outstanding to get results.
Here are some ideas to make your emails stand out in your list’s inboxes – and keep them opening your messages (not opting out).
1. Start with a clean list
Your first step is to kick off your email strategy with a clean slate. Go through the list hygiene practices recommended by your email provider to clear out hard bounces and spam traps (we recommend KeapFit as a complete, end-to-end marketing solution). Then launch an opt-in campaign with an irresistible subject line to grab people’s attention. If they don’t open the email and opt in, remove them from your mailing list.
Letting a large portion of your list drop away after an opt-in campaign can feel scary. But remember that having a prospect list littered with disengaged contacts will skew your metrics unhelpfully, irritate the people getting emails that aren’t relevant to them, and could possibly lead to your CRM account being suspended or blacklisted.
2. Get people up to speed
If you haven’t been sending regular emails, the first one is a good opportunity to update people on the amazing evolution that’s taken place since they were last in touch. Include any refurbs or site updates, recent events, changes or developments to paint a picture.
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3. Turn the gym inside out
Nurturing prospects into leads is often about breaking down the barrier to entry (in this case getting them on the phone or into the gym for a visit). Showing people the inside of the facility – and giving them a tangible sense of what it’s like to be a member – can help reduce the size of this barrier. Think high quality images, videos, or even 360-degree tours that showcase the best you have to offer.
4. Use your blog
Attention spans are short when it comes to content consumption nowadays. So rather than dumping five paragraphs of copy into an email and having readers give up after the first sentence, use your blog to host the bulk of the material. This allows you to keep emails snappy and readable at a glance, reducing the likelihood of opt-outs. Those who are interested in that particular subject can click through to your blog (which gives you further opportunities to nurture their engagement).
5. Tell stories
Brand in 2023 is all about storytelling. Generic ‘how-tos’ and salesy copywriting won’t fly – people want to be gripped by a compelling narrative. Take this opportunity to tell the story of how your business got where it is today; backstories and interesting facts about staff; case studies of member progress; and how you’re working in your local community to bring about social or environmental change.
6. Add immediate (and relevant) value
When creating email content, always, ALWAYS focus on the takeaway for the consumer. Detailed descriptions of Bulgarian split squat form are likely to miss the mark for a gen pop audience, for example. Practical advice on nutrition, training, and wellness have their place. But don’t get sucked into sharing overwhelming technical detail – or sending boring checklists that they’ve seen before.
7. Showcase your partners
Adding value doesn’t just have to be about advice. If you have partnerships with suppliers, share any offers with your list. Give recommendations for helpful content sources, like books, podcasts, or YouTube channels. Review fitness clothing brands, do a roundup of supplements that actually work for someone of their age and body type, or make suggestions for health and wellness related purchases.
8. Drive engagement
Email marketing shouldn’t be about shouting into the void. Consider how you can get people actively engaging with your content. Ask your readers for feedback, opinions, and suggestions. This not only makes them feel valued but also gives you valuable insights into what your audience wants and needs. Quizzes, polls, and surveys can work well; or a Q&A service, with questions submitted by email and answered on Instagram or through a podcast or YouTube channel.
With these tactics in your toolbox, don’t forget to measure your key email marketing metrics when you launch: open rate, clickthrough-rate, and conversions. Use this data to understand what your audience responds well to – and what falls flat – and build on that foundation.
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