If you work in the fitness space, email marketing can be one of the best ways to keep your audience engaged. A strong email list allows you to provide helpful advice, share success stories, advertise products and services, and so much more.
That’s why you should never settle for a plateau in your results. If your open rates and clickthrough rates are stagnant, it may be time to apply a little elbow grease to your efforts. A little extra effort may be all it takes to take your efforts to the next level.
If you’re ready for a new approach for your fitness email marketing campaign, here are six of the most effective tips to implement right away.
1. Keep the focus on taking action
This is always sound advice when it comes to marketing.
However, email marketing can often take a much more roundabout approach. Many marketers send four or five emails—or even more—before finally including a call-to-action (CTA).
Although this could work for your fitness business, consider how many people on your list might be slow to act. We know that 67% of people don’t use their gym memberships. You’ve probably witnessed other examples of clients who want to get in shape but are slow to put in the work.
That’s why your fitness email marketing will be more effective if you constantly use compelling CTAs. These don’t have to sell items, though. You can simply encourage your list to go out and do the exercises you recommend or cook a healthy meal.
2. Don’t forget to segment
Even if you are in an extremely niche space in the fitness industry, you probably still have more than one type of recipient. This is why you must prioritize segmentation.
With fitness, one of the easiest ways to do this would be to simply divide your list by recipients’ goals. For example, some may want to lose weight. Others may be looking to get more toned or simply to increase their energy levels.
However, it’s usually a good idea to fine-tune your fitness email marketing efforts depending on recipients’ experience, too. Someone who has been powerlifting for years probably won’t be very interested in reading emails that are clearly meant for rookies.
After you successfully identify the different segments in your fitness email marketing list, you’ll have a lot less work to do in the future in terms of creating new content. For example, if you identify that a new subscriber is also new to fitness, you can start them off on a campaign designed for their specific needs instead of creating new emails from scratch.
3. Take an omnichannel approach
Fitness email marketing is a great strategy for engaging your audience, but it’s far from your only option. Instead of relying solely on emails to interact with potential clients, utilize social media and YouTube, too.
Both of these platforms have proven to work well for this industry.
To get even more from them, use these channels to advertise your email list. Remind followers what they have to gain by signing up for your list. This is a great, cost-effective way to get more people to sign up.
At the same time, you should be using your email list to send people to these other channels, as well. Just because someone has signed up to receive emails doesn’t mean they’re checking your social media pages or YouTube videos.
4. Offer exclusive content to email recipients
While utilizing more than one channel is smart, you need to be careful about how much content you give out for “free.” Otherwise, you’ll have very little information to fuel your fitness email marketing strategy.
Again, one way to do this is by treating your emails as a content upgrade to the information you offer elsewhere.
For example, let’s say you created a YouTube video about the most important strategies for building muscle. You could provide six of these tips and then let your audience know you’ll be sending the seventh to your email list.
5. Look for opportunities to cross promote
Even in the competitive world of fitness, there are plenty of opportunities to cross-promote, leveraging some of the exposure other trainers or companies have built.
The most common example of this is when trainers agree to advertise a fitness company’s product to their audience—usually for a fee.
Parkrum does something similar with their email newsletter. They take the opportunity to make sure the companies that sponsor their 5ks regularly receive the spotlight.
You can also look for other experts who aren’t competitors. Maybe they have a similar audience but offer a completely different service or product. They would make a great interview subject, or you can even introduce them in an email and then give them the rest of the message to say whatever they want.
In return, they let you do the same with their email list, potentially giving you access to an audience you would have otherwise never engaged.
This is fantastic for social proof, too. You seem like more of an authority whenever you’re seen interacting with other experts.
6. Ask your email list what they want
Finally, one of the best ways to improve your fitness email marketing is also one of the easiest: just ask your list.
When you’ve built up a decent following and sufficient engagement, it can be all-too-easy to become complacent about the content you cover, too.
But this industry is always evolving. Fitness trends for one year may not remotely resemble the ones from the year before.
That’s why it’s a good idea to check in with your audience once or twice a year to see what kind of content they’d like you to cover in your emails.
Make it easy on yourself by simply using survey emails to get the answers you want without having to read through hundreds or even thousands of emails.
Successful fitness email marketing requires consistent action—just like getting in shape.
However, another similarity is that you also need to review your feedback and make necessary adjustments. While the advice we listed above does work for most fitness professionals, you may need to tweak some of it a little for your unique market. Stay flexible and you’ll soon see the results you crave.
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