Email marketing has been around for a long time, but is still one of the most powerful ways to reach out to your prospects and current members. Placing messages right into your prospect’s inbox is a very personal touchpoint and is a easy way to reach your contacts, especially when compared to direct mail or phone calls. Sending special offers to your prospects is also key to nurturing them through the sales process.
Testing 1, 2, 3: One of email’s most powerful tools is the ability to test every single aspect of your email. Does one subject line work better than the other? Does one introduction engage more readers? Should you include images or attachments in your email? Testing these small changes is called A/B Testing. By sending out different versions of the same email, you can see which versions perform the best. By testing different subject lines, images and formats, you can find the perfect marketing email that maximizes member engagement.
Don’t just try to sell: Remember, even if you have a captivating subject line or a hilarious picture, you need great content to send out. Special Promotions, new class offerings, workout how-to’s and blog articles aimed at people in different parts of your sales funnel is what will make your email marketing campaign stand out from the pack. If you regularly add value to your members in your emails, they will keep wanting more.
Mobile-first design: 55% of all emails are opened on a smartphone. That means if your email isn't designed with mobile in mind, it could appear like gibbberish to over half of your members! Tests your email blasts on a smartphone before sending to ensure that your formatting works well on mobile too.
How Do I Get Started?
Email marketing service providers like Mailchimp and Constant Contact have an easy to use interface that is perfect for small- to medium-sized clubs. Mailchimp even has a free tier for up to a certain number of email addresses.
This post is part of a 12-part series about Digital Marketing for Health Clubs. Check out the other posts in the series below. This table of contents will be updated weekly as new posts are published.
- Digital Presence: Website, Blog, Mobile App
- Engagement Channels: Email, Push, Social Media, Mobile Rewards
- Attraction Channels: Online Directories, Display Ads and Search Engine Marketing, Mobile Referrals and Traditional Tactics
Every email you send to your members tells them something about your club. Make sure you're sending the right message with our Ultimate Guide to Club Branding: