The Anatomy Of A Gym Email

Published on: 
22 November 18
Posted in: 
8 min read

We take a look at how the perfect email is put together so you can start boosting your conversions for your fitness business with email marketing.

Email is still at the very core of a marketing strategy for a fitness business, and it is a highly effective way of engaging both your member base and your prospect base.

You want the person to open the email, read, be convinced to perform the Call To Action(CTA) and go through to your landing page where they will purchase what you are offering.

However, how do you write one?

In talking to a large section of our customers, we found that many them experience difficulties with writing emails that convert. Getting good at email marketing takes good copywriting skills, knowledge of marketing and sales speak and an understanding of the needs of the people they are targeting.

As seen in previous original research into our Data Insights, email is still the best channel for converting memberships for your fitness business.

The following article will lay out the ins and outs of what you need to make sure your gym email marketing strategy gets you in the bath to getting conversions from now on.

However, the most critical element to making this work is testing.

Also, by testing, we mean testing things like image, copy, subject lines, images or even video. This process is a way of figuring out what works and what doesn’t.

Using A/B testing to verify what works and what doesn’t is an important part making sure you find out what your audience will respond to.

A/B testing is creating different variations of the same email campaign and testing what works. Lucky for you, you can do this with MailChimp, an email automation software that integrates with Glofox, allows you to send out up to different variations of the same email so you can see what works. The free version gives you 3 variations for one campaign while the pro version gives you up to 8 variations.

See how Glofox’s gym management software can integrate with MailChimp here.

However, before you get to the testing stage, you need to spend time planning and preparing your email. In your research, you should focus on understanding who the person is you are trying to target.

Any marketing email you write needs to show that person what is in it for them.

In particular, you should focus on the following four things:

Where They Are in the Sales Process

The first thing you need to do is identify where this person is in the sales funnel.

Are they a fresh lead, who have expressed interest in some of your classes?

Are they and engaged trial member, looking to maybe join on a longer-term basis?

Are they a member who would benefit from a class more aligned to their interests and goals?

Or, are they coming to the end of their membership and are in danger of leaving?

Determining where the person is along the sales funnel is the main factor in deciding what type of email you are creating.

Who They Are And What They Want

There are a couple of different ways you can segment the market you are trying to hit.

You can segment into basic things like age, gender, occupation, and location. More specifically you can segment by things such as an interest in certain classes and programs or any weight loss and fitness goals they may have.

On top of that, you should segment your audience into where they are in the sales funnel, be it top, middle or bottom.

From that, you should have an Ideal Customer Profile to fit the offer you are trying to promote. You can then build out a list of those who will closely match that profile and will be more likely to engage with your offer.

What You Benefits You Can Offer

As we have said, before, your email marketing campaign will have a higher chance of success if a person can see a benefit for them in what you are offering.

You need to give them something of value based on their needs, which is dictated by what you discover from the previous two steps.

Is the person happy with their fitness but looking for something with better value? Then maybe offering a discount the way to go?

Is the person hesitant about spending money on something they think the may not like? Offer an extended free trial to get the person engaged.

Alternatively, are they looking for a new challenge fitness wise? Point them towards a class with a higher level of difficulty that will help them meet their fitness goals.

What the Email Sequence Will Be

The reality is that you aren’t just sending out one email, you are sending out a sequence, and the frequency of this sequence will depend on what action you want the person to take.

For something simple like “sign up for a free trial” the sequence will be three to four emails, directing them back to a landing page. Here they should be able to self-serve and purchase

However, if you are trying to sell them a high ticket gym membership or course, it may be a 6 to 8 emHow to Build Your Gym Emailail sequence. In these emails, you should focus on client results as you want people will be more likely to purchase if they see it has worked for others.

In this type of sequence, you also should create a sense of scarcity. Tell the person that registration is closing soon or that places are filling up fast. This urgency will more than likely motivate them to purchase.

How to Build Your Gym Email

weightlifter stacking weights onto a barbell

The four areas covered above all should go into your research and preparation for writing your gym email.

The next thing we will get into is the nuts and bolts of writing a gym email that will convert.

Step 1: the Subject Line

The last thing you want to be here is “spammy.” Avoid things like cliche sales phrases, or exclamation points, that will put off the receiver.

Keep it short so that it can be read on all devices.

And a key to any subject line is to keep it personal. With MailChimp, you can easily set up personalized emails to make a strong impression straight away with the subject line.

By making it sound more like it is coming from a friend rather than a marketer it will give it more of a chance of being opened.

Your subject line could also change depending on where the person is on the sales funnel.

If they are at the top of the funnel the subject line might be more generic:

“Hey Daniel, have you heard about Spinning Sundays yet?”

In the middle of the funnel, you can get a bit more salesy with the subject line:

“Hey, Daniel, fancy 20% of our Spinning Sundays class this month?”

At the bottom of the funnel, you are targeting motivated prospects on the brink of converting:

“Daniel, blitz your belly fat before summer with 20% off Spinning Sundays.”

Step 2: the Introduction – Ask Don’t Sell

Don’t launch into your sales pitch straight away.

This approach will be off-putting to the person you are trying to target.

Instead, ask them a question that will get them thinking about a problem to which you will provide the solution

In the introduction its all about them, not you

Step 3: Short, Sweet and Scannable.

Keep the body your email short and easy to read. Divide into sub-headings that will catch the eye of the reader quickly and make sure that these headings describe the main points you want to hit in the email.

Keep in mind also that a lot of emails, especially personal emails, are now read on a mobile phone, and a lengthy email will be overwhelming to read on a mobile.

Step 4: Get to the Point

As well as being short and sweet you need to drill home the particular points you want your prospect to do here, so they don’t lose interest.

Take a look at the following example

For a short period, we are giving 30% off one of our most popular programs.


Spinning Sundays has been a runaway success since we introduced it at the beginning of 2018.


Get on your bike and get fit with this proven fat-loss cardio workout.

But hurry spaces are filling up fast and registration closesthis Friday!

So why would something like this work?

  • There is an element of scarcity as there is a limited time on the offer.
  • Reassure the prospect that the program is tired and tested. They don’t want to part with cash on something that is unproven
  • There is benefits: 30% off and proven fat loss cardio workout

Step 5: Have a Clear Cta at the End

Have one, clear CTA at the end of your email to direct the person where to go. Avoid using multiple CTAs that will confuse the prospect and make them lose interest.

As well as that, make the CTA bolder or in a different color to make it stand out.

Add clickable links to a landing page with an offer. With Glofox you can insert an easy to use Lead Capture form that will allow the person to sign up for a free trial very quick and easy.