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Email marketing is a low-cost and effective way to bring in new clients and upsell to your existing clients. It’s one of the oldest forms of digital marketing, but it's certainly not outdated. If you’re looking for a way to grow your personal training business, email marketing could be a great way to do it. It’s important to note that effective email marketing doesn’t mean sending a one-off email to your list. Instead, it involves the process of regular email communication that builds relationships and trust with your clients. Keep reading for tips on how to get started with email marketing for your personal training business.
Before we dive into how to deploy an effective email marketing strategy, let’s go back to the basics: what is email marketing? If you’ve ever received an email from a company promoting their products or services, you have firsthand experience with email marketing because at a high level, it’s exactly that: a way for businesses to market their offerings and build relationships with their customers.
Email newsletters are another form of email marketing. While an email newsletter can promote a business's products or services, it can also be leveraged to keep customers in the loop about company updates and communicate exclusive offers for those who subscribe to the newsletter. Email marketing is a key way to keep your customers or clients engaged and interested in what you offer, but it’s important to know how to leverage email marketing in a way that doesn’t drive your clients or prospective clients away. We’ve all hit that unsubscribe button after receiving one too many promotional emails from a business. Having an email marketing plan in place will ensure that you have a balanced cadence in place, so as not to pester your client base with too many emails.
While social media and word-of-mouth marketing strategies can be effective, email marketing can take your personal training business’ marketing to the next level. Putting email marketing efforts into place can help you drive traffic to your business’ blog, social media pages, and website.
Email marketing is a great way to build relationships with your clients. If they’ve opted in to receive emails from you, they likely want to hear from you! Keep in mind that your email marketing efforts don’t have to be solely about marketing new services or discounts. You can leverage email marketing to establish yourself as an expert in the personal training field! If you write a blog or create an infographic on personal training-related topics, you can easily promote those pieces of content in your emails. You can also use email marketing as a way to develop your brand and build credibility with your client base. Think of email as a direct line to your customers. Use email as a way to show your brand personality and establish yourself as a trusted personal trainer that your customers can lean on for advice and input on their health and wellness.
As a small business owner, you’re continuously finding ways to save money and time. You likely don’t have time to film, produce, and edit a commercial (or hire someone to do this for you). Sending out direct mail pieces is costly and can be wasteful–– especially when you have no way of measuring results. With the right tools, email marketing can be fairly simple and you can avoid spending countless hours (and dollars) on large marketing projects by instead creating an aesthetically pleasing email with engaging content for your personal training clients.
As you incorporate email marketing, you’ll need to deploy a few strategies that drive your email marketing efforts. Developing list segmentation, creating an email plan, and using email templates are key strategies to support your email marketing success.
When you segment your email marketing lists, you’re narrowing your focus and sending messaging to targeted groups within your email lists. You don’t want to send an email campaign to a list of clients who have no interest in a certain subset of your offerings. By targeting specific groups with messaging that you know will resonate, you’re increasing the likelihood of recipients opening and clicking on links within your emails.
We covered one of the most important things you need to do before creating an email marketing plan: segmentation. Another key aspect of your plan should involve email automation. For example, you can design pathways so that when a client engages with a specific link within your newsletter, they receive an email about one of your products related to that link. This method shows personalization and helps you ensure that your clients are receiving the right message at the right time. Another example of personalization involves sending out a series of welcome emails. These are the emails that your new personal training clients will receive when they start working with you or prospective clients will receive when they opt-in to receive emails from you.
To ensure your plan is effective, you’ll also want to put in place strategies to build your email list. You can do this by creating and sharing high-quality, relevant content that will resonate with your audience. Check out our blog on how to create a lead magnet for your personal training business.
While your email marketing plan includes steps you can take now to develop your email lists and send out relevant content now, you need to think about how you’re going to nurture your plan over time. Consider where you can set up email triggers that will automatically send emails to your clients and prospects when they click on something within an email, prompting them to take action by visiting your website, engaging with a piece of content, or setting up a time to meet with you.
Once you have your email marketing plan in place, where do you put all of the content you’ve worked hard to curate for your segmented lists? This is where email templates come into play. Email templates allow you to customize the formatting of your emails and can be sent in an HTML or text only format. Instead of having to create an email from scratch every time you send one out, an email template allows you to easily make content and formatting tweaks to your emails. As you develop your personal training business, your email templates are a great way to establish and keep your brand consistent.
Once you’ve put your email marketing plan into action, it’s crucial that you evaluate your emails to learn what’s working and what could be better. A few ways to email metrics that you should be paying attention to include:
Email marketing is a great way to get in front of your clients and prospective clients with personalized messaging that is strategically crafted and planned. It’s important to take the time to think through your email marketing plan and consider what messages and cadences will resonate the most with your audience. But don’t forget to have fun with your email marketing efforts! As you strategically plan your personal training business’ email marketing, think about creative ways to engage with your audience and leave them eagerly waiting for your next email.
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