On any day, you will probably find that your inbox is flooded with emails from companies competing for your business and attention. It may seem like it’s too hard to cut through the noise and encourage a click, but email marketing continues to be a highly effective form of communication.
Writing a good email is challenging. On top of that, knowing the right time and how to design a great email is even tougher. The bottom line is that email marketing has a high return on investment and presents a massive opportunity to reach your customer base, engage with members, and drive sales. Email is a big component of any marketing strategy. The success of your email campaigns down to how you craft your email, the words, design, and timing. In this article, we look at what makes a great email marketing campaign and eight gym email templates to boost retention and revenue.
Skip ahead to:
- Why You Need Email Marketing in the Fitness Industry
- The Latest Email Marketing Statistics in 2021
- What Makes a Great Email Marketing Campaign?
- 8 Fitness Email Templates
Why You Need Email Marketing in the Fitness Industry
How many times have you opened emails from a brand? It’s likely more than once. From email newsletters and video releases to promotional offers and industry updates, emails have a strong place in communication and marketing.
Email marketing can do wonders for your members and engagement. It can form part of your member acquisition strategy, helping you to make a great first impression. Your email strategy doesn’t need to be overly complicated. Something as simple as sending a follow-up email after joining or after a first class shows that you’re being attentive without being overly pushy or going for a hard upsell too early on.
Don’t underestimate the importance of a good email strategy. In a world that is more connected than ever, emails are expected at certain parts of the customer journey. Competition in the fitness industry will only continue to grow. You need to create the kind of member experience and communication necessary to retain customers long-term.
Email marketing is highly affordable. Although you may need to invest in software that streamlines and automates your email marketing efforts, overall, it’s a very cost-effective form of marketing. In the long-term, it can help to build relationships, increase member engagement, and boost retention. Not to mention that it’s easy to run and manage. You can send a specific message to your email list that provokes a certain action.
The Fitness Founders Podcast has an interesting episode on kickstarting your marketing and sales efforts. Listen to industry experts talk about how to get leads through the door and how to convert them into paying members.
The Latest Email Marketing Statistics in 2021
If you’re wondering if email marketing is still relevant in 2021, the answer is a big yes. When done properly, email marketing is a highly effective method to communicate with members. Email should be a staple of any business in the fitness industry.
In 2021, 4.03 billion people use email. Experts believe that this number could grow as high as 4.83 billion by 2024. In terms of potential reach, no other platform even comes close to email. Research shows that if you segment your audience list, it results in significantly better performance, especially in unique opens, clicks, and the number of people who unsubscribe.
It’s no secret that everyone uses email. Statistics show that email has an ROI of 4200%. That equates to $42 for every $1 spent. Email can be used for several purposes including lead generation, nurturing, awareness, engagement, and loyalty.
When it comes to the success of an email campaign and converting prospects into customers, timing appears to play a significant role. Although it’s difficult to say what the perfect timing is for an email, statistics show that 61% of subscribers would like to receive promotional emails every week. Across multiple industries, it appears that the weekend is the worst for both open and click-through rates.
What Makes a Great Email Marketing Campaign?
Typical email marketing goals include boosting engagement, re-engaging with inactive users, or welcoming new members. A great email marketing campaign starts with a measurable goal. By learning how to do your email marketing right, you can reach your target base and keep engagement high. Here are five elements of a great email marketing campaign.
Personalization and Automation
In general, personalized emails are more successful than standard emails. It’s a good idea to personalize your emails based on the needs of your readers. Not only do you want to address the person you are speaking to but, send targeted emails that align with your audience’s needs and problems. Automation allows marketers to create more targeted and personalized emails. This improves the overall experience customers have with your brand through email.
Engaging and Memorable
Creating an engaging and memorable email experience starts with a great subject line. When writing emails, think about adding a personal touch, and get to the point. Eye-catching subject lines encourage readers to open your email. But great emails engage users and leave a memorable impression. It’s a combination of great copy, subject line, and design that creates the overall experience.
Design to Attract a Response
Often, when someone opens up an email they scan it quickly. This is where great design is key. If at first glance, the email doesn’t offer value or looks too dense, the reader will quickly close the email and not take any action. Having a great email design helps to capture the attention of the reader and encourage action.
Speak the Customer’s Language
One of the best ways to craft an email is to speak your customer’s language. If you want a lasting, positive impact, use words and language that your prospect understands and can relate to. Although you are the expert, potential members come to you for a solution. It’s your job to break down specialist knowledge into language that can motivate and drive member results.
Simple and Clear Message
If your email resembles a novel, you might struggle to achieve the kind of results you’re looking for in your email campaigns. Lengthy emails tend to have lower open rates and slower response times. Simple and concise emails with a clear call to action have the opposite effect on users. By keeping your messaging short and sweet, you can better communicate with your audience and receive a quicker response if necessary.
8 Fitness Email Templates
Whether you’re looking for the best way to welcome a new member or you’re trying to promote your referral program, gym email templates can help you craft a simple yet effective message. Gym email templates are designed for a fitness business and can easily be adapted to your specific niche and audience. Here are eight fitness center email templates to inspire your next email marketing campaign.
1. Welcome Email Template
The welcome email is one of the most common trigger-based emails. You send this email after a specific action has been performed. So, after a new member signs up for your digital fitness membership, or has joined your in-person fitness studio. Trigger emails show that your website or service is fully functioning and helps to guide your new customer through the member journey.
Hey [MEMBER FIRST NAME],
Welcome to the [BUSINESS NAME] family!
Thanks for joining us – we’re very excited to have you on board.
You can get started by booking your induction training session [LINK]. You can find our class timetable, opening times, and any updates on our [WEBSITE LINK].
If you have any questions, please don’t hesitate to ask. You can simply give us a call on [NUMBER] or reply to this email.
We can’t wait to see what you’re going to achieve!
2. Encourage Member Referrals
A great referral email can help grow your business in an organic and relatively inexpensive way. Turn your gym members into brand cheerleaders and encourage referrals by offering the right incentive. Referrals are a vital lead generation tool, especially for gym owners. You have the power to get more customers through your existing members.
Subject Line: Refer Your Friend and Get a Free [OFFER]
Hi [CUSTOMER FIRST NAME]
Congratulations on hitting your latest fitness goal – you’re amazing!
Because you’re such a valued member, we’d like to show you how much we appreciate you.
From [DATE] until [DATE], you can get a free [OFFER] by simply referring your friends and family. All you have to do is encourage a friend to sign up for [CLASS] and use the promo code [CODE].
It’s that simple!
Thanks again for being part of the [BUSINESS NAME] family!
3. Invite to Join Your Next Workout Stream
Another way to use emails is to encourage new customers to join your latest workout stream. To improve performance, it’s a good idea to segment your email list and send the right workout types to members who have shown active interest previously. This is the type of email that adds value and improves the overall member experience.
Hey [FIRST NAME]
It’s [NAME] from [GYM NAME] – [INSTRUCTOR NAME] will be hosting a one-off stream on [DATE].
The Customer Discover more
for Your Fitness
You do not want to miss this!
Click here [LINK] to book your spot.
See you there,
4. Post-Workout Email Template
The post-workout email is another email that’s simple to automate and can help to motivate members. This is a trigger-based email that’s designed to help members feel like they have a sense of accomplishment. After a workout, they get an email that congratulates them on their hard work and makes them feel good about themselves. It also gives members an opportunity to feedback on a class and show you where you have room for improvement.
Great work in [CLASS] – you crushed it!
We would love to hear your feedback and how we can help you hit your fitness goals.
Keep up the amazing work!
5. Class Reminder Email
An automated class reminder email can help to reduce cancellations and increase group class attendance and the overall member experience at the same time. By sending timely class reminders, it gives members a gentle nudge to stick to their workout. This holds them accountable and increases motivation simultaneously.
Hey [FIRST NAME]
Don’t forget your [CLASS] on [DATE] at [TIME].
We can’t wait to see you there!
If you need to cancel, simply click [LINK].
6. Re-Engaging with an Inactive Member
Email marketing is a great tool for re-engaging inactive customers. You can reach out with offers, valuable content, show readers what they have missed, and reignite motivation to hit their fitness goals. Make sure to personalize all emails and send valuable content that will make an impact. Your win-back email campaign can help with your member attrition rate and boost engagement.
Subject Line: We Missed You!
Hi [FIRST NAME]
We haven’t seen you in a while!
Since your last visit, we’ve added hundreds of classes to our digital fitness platform.
For a limited time only, we’re giving you an exclusive offer of [OFFER].
Hurry – this offer ends soon!
7. Follow-Up Email Template
The follow-up email is another essential part of your email marketing. You can send this trigger-based email after certain behaviors. For example, you could use this when a customer starts to book and pay for a class and then stops, or has abandoned their basket on your branded merchandise. Either way, the follow-up brings focus back to the purchase and encourages the user to take action.
Subject Link: [CUSTOMER NAME] Is it something we did?
We noticed that you haven’t signed up for [CLASS] after adding it to your basket. We hope you didn’t get cold feet!
Please don’t hesitate to contact us with any questions you have. Here at [HEALTH CLUB], we understand how hard it can be to start your fitness journey, but we know you can do it.
See you soon,
8. Special Offers and Promotion
Another way to use email marketing is for promotion and upselling. You can send offers to existing and new customers, promote your latest fitness classes, and upsell digital gym memberships to your current members.
We’re thrilled that you signed up for [CLASS].
Did you know that we offer a range of products to make your fitness experience even better? Visit [WEBSITE LINK] to browse our products today.
Keep up the amazing work!
Email marketing is one of the most effective digital marketing channels. It’s a cost-effective method that can play a significant part in your communication and marketing strategy alongside social media.. By automating your email operations, you can streamline member interactions, boost retention, and drive sales.