4 Tips for Sending Better Emails to Your Members
Email Marketing & Why it’s Effective:
Email marketing is an effective and essential part of any good marketing strategy. Email marketing is an addressable marketing strategy because it allows you to customize “messages to match the personal lifecycle needs of specific consumers at a specific point in their purchase cycle, thereby optimizing relevance.” More simply put, you can tailor a more relevant message to your audience in a more meaningful and effective way.
Email marketing is a popular marketing strategy because it’s easily accessible. Email marketing is accessible because it is affordable, a widely used form of communication, and easy to measure. As a result, you can connect with and communicate with your customers and potential customers easily and measure the effectiveness of your communication, all for a little to no cost.
As a gym or studio owner, having a solid email marketing strategy is valuable for your business. With a strong email marketing strategy, you could gain new leads, effectively convert them to members, and also engage your current community to improve member retention. In this article, we’re going to dive into a few introductory tips for building your email marketing strategy.
4 Tips for Building your Email Marketing Strategy:
1) Start By Setting a Goal: Like with most good strategies, starting by setting a goal for your will set you up for success. Think about your email’s purpose; every email should have a goal; otherwise, why are we sending it? The last thing you want to do is send an email that spams your audience, and by sending an email that doesn’t serve them in any way, you’re only hurting
For example, imagine you are creating an email campaign for your gym or studio to get new leads. To do this, you decide you’re going to send current members an offer that gives them 50% off one month’s membership if they refer a friend to your space. The goal is clear because it defines what you’re trying to accomplish and how you’re going to achieve it.
2) Include a CTA:
A CTA, or call-to-action, is an essential part of any email because, like mentioned in the first tip, your email needs a purpose. A CTA allows you to invite your audience to take action on your email.
Let’s continue with the example of referring a friend to generate new leads for your gym. A strong example of a CTA would be to incorporate a link in your email for your current members to navigate a web page to enter their friend’s email address.
3) Send it at the right time
There’s no perfect answer for the best time to send an email. However, there are trends that you can follow to ensure higher success rates. Based on research from HubSpot, the highest click-to-open rates happen at 10 am, 1 pm, and 6 pm. These times coincide with the typical workday, the beginning of the day, lunch break, and the commute home.
4) Keep your emails out of spam:
The final tip I’ll leave you with today is to keep your emails out of your audience’s spam! The whole point of sending an email is to reach your audience’s inbox, so the last thing you want is to end up in the spam folder. Some ways to avoid are to avoid spam trigger words like “free” or “guarantee.” We’ll take a look at this topic in more depth in the coming weeks, but check out this article by HubSpot if you’d like to read more now.
So hopefully, you’re starting to understand the power of email marketing. It’s an incredibly powerful and accessible tool that can help you grow your member numbers and engage your current members to improve retention. As I mentioned earlier, we’ll start to take a deeper dive into some of these topics, like avoiding the spam folder and designing more effective emails in the coming weeks.
Miss last week’s post? Read about the power of IMC here.