Email marketing is a tool that, when used correctly, will allow you to engage with both current and potential customers. The best part is that it can also have higher conversion rates than other marketing channels.
You can use email to build brand awareness, help build interest for your fitness products or service, and drive your potential customers to purchase. While also helping you retain customers once they have purchased your fitness product.
Building your email list and creating an effective email is vital to growing your personal trainer business. This post will take you through the steps needed to make your first email.
What is Email Marketing?Email marketing is a marketing tactic that allows you to send emails directly to your current customers and potential customers.
Looking at my Inbox now, I have dozens of new emails. Either from brands keeping me updated while trying to get me to engage. But, of course, the ultimate goal of these emails is to engage with me for me to take action.
Many people have announced the death of email marketing. However, data privacy rules such as GDPR in Europe, the Privacy Act in Australia, and stricter regulations in California have not stopped the rise of email marketing. Email marketing still has a higher conversion rate than other marketing channels.
We always recommend using tools to help you save time. Email marketing is no different. To save time concentrating on your clients, we recommend looking at email marketing software. Check out our review of the 11 best email marketing software for personal trainers.
Email List GenerationBefore you can start sending emails, you need a list of email addresses. But how do you get these? There are multiple tactics.
Contact forms on your website are a great way of having your customers fill out their details for your to contact them. For example, you could capture the following emails, leading to sending two different types of messages.
1. Collect email addresses for people who have not converted into fully paying customers. Why? People are busy, so they may be too busy to purchase fitness packages. Instead, contact them with information about your fitness products, price, and testimonials.
2. The second is to collect the email address of your paying customers. You can do this when they add their card details. Then, you can send this cohort emails about your fitness packages and even try and upsell other packages and products.
Another technique is to offer something of value to your potential fitness client, which could be a free workout, nutrition advice, or even a free consultation. Doing this warms any cold leads and makes it look like they are getting something of value for them to give you their email address.
Going out to your network and asking for referrals is also a good way of getting past/current clients to become your marketing channel. You could even use some of the content for your brand's promotion.
Finally, you can use your social media channels to promote your fitness brand and packages to your social media users. Great for boosting your social impressions.
Creating an effective emailLet's face it, we have many emails in our Inbox, but the best and the ones we tend to click on, read and engage with have some similar characteristics. Therefore, we recommend that when creating your emails try and add the following:
Clear campaign objective
Email allows you to target people at different stages in your customer's lifetime. It would help if you ensured each email had a clear goal. We recommend keeping it simple at first. Have one email for current customers (retention) and one email for customers who have been on your website and not converted (Remarketing). Ultimately this ties in with your marketing objectives. Check out our post on how to create a marketing framework.
The best emails have subject lines that stand out from the noise of your Inbox. Good subject lines are short, compelling, and personalized. Aim for around 40 - 50 characters. Check out some more best practices - here
Header Image and Title
This will help your customers quickly identify with your brand and also your chance to tell them what the email contains.
This is a must. It needs to be clear and relevant to why you want your customers to click through to your website. For example, it could be "Read More" or "Sign up for free fitness package" Test your CTA to find the one with the best engagement.
Adding social sharing links will give your content the chance to be shared on social channels, which will increase your reach and engagement.
Make sure you add email marketing to your marketing plan this year. It is an excellent way of creating content for both current and potential customers. In addition, doing email will increase both leads to your fitness business and help retain the clients you currently have.