A lead fills out a form on your website for more information on one of your fitness programs.
You need to follow up. That includes sending follow-up emails. But with literally hundreds of emails in a lead’s email inbox, how can you make it so that your email doesn’t get deleted as soon as it’s received? How can you improve the chance that the lead will take the next step to visit your facility or take a class?
Here’s a don’t-do list that can help when crafting your follow-up emails:
1. Don’t write subject lines like an advertisement.
Avoid spammy email subject lines like How to lose 30 lbs. and keep it off.
The email subject line is the first thing that a lead sees. It should be relevant to the lead’s interest. For example, if a lead requested information on your Fitness kickboxing program, send an email with the subject line: “Membership options for Fitness Kickboxing with |LS|YOUR BUSINESS NAME|RS|.”
Making the subject line relevant to the request will increase the likelihood that the email will be read and get you that much closer to converting the lead to a membership.
2. Don’t send only canned, mass emails.
Continue with relevancy by making the email content about what the lead requested. Sticking with the Fitness Kickboxing example, include information on the program, the schedule, directions to your facility and other related content.
This doesn’t mean you can’t use canned email templates to respond quickly to common questions or requests. Just make sure your response truly addresses your prospect’s needs before sending.
3. Don’t leave your lead hanging without a next step to take.
Every email that you send out should include a call-to-action— words that urge the lead to take immediate action. Common calls to action include Call Now and Sign Up Today. If you are including a link to your class schedule, you could include the call-to-action Sign up for a class today.
4. Don’t leave out your email and phone number.
All emails to your leads should have some sort of personalization to it including a way for leads to reach you. Some people prefer to pick up the phone. Others like email. Everyone is different. Include multiple contact methods within your emails. It will greatly improve the interaction between your fitness business and potential members.
5. Don’t shy away from lending your expertise.
You want to be known as the leader in your neighborhood, so tell everyone who will listen what you know. If you have an instructional fitness video, an article you’ve written on diet and exercise, any how-to materials at all, include them in your emails. Doing so will showcase your expertise and get the people that inquired about your programs inspired to take action.
Bottom line: Keep your follow-up emails relevant to the lead’s interest and provide ways for them to easily take the next step and get a hold of you. Doing so will get your leads in the door much quicker.
What kind of follow-up emails work for you? Tell us about it below.