Email marketing can make or break your fitness membership sales process. Great emails increase membership sales while bad emails will send your hard-earned leads into the hands of a competitor. Getting it right means responding quickly, writing intriguing subject lines, and personalizing messages to your leads’ wants and needs.
These 15 email templates respond to the most common reasons people are interested in joining a gym. Use them along with the recommendations below to improve your email response rate and to drive more trials and sales to your fitness business.
6 Fitness Email Best Practices
1. Automate your emails: You are 10x less likely to make contact with your lead after the first five minutes. Waiting ten minutes versus five decreases your chances by 400 percent. Why does such a quick turnaround matter? Because 78 percent of customers buy from the first business that responds.
Of course, you and your staff can’t monitor new leads around the clock—so speeding up your response time means you’ll need to automate your responses. Fitness center software like Member Manager can send emails immediately after a new lead expresses interest. The dramatic drop in response time will decrease the likelihood of leads considering or bouncing to a competitor.
2. Get their attention: Email inboxes are selective, competitive spaces. Subject lines are the first text that recipients see when choosing which emails they open. What you’ll see in our email templates is casual, emotive language that speaks directly to the goals that leads want to achieve.
Are they looking to lose weight? Achieve peak physical condition? Improve their health? It’s more likely that a person interested in your gym will open an email with a subject line that connects with him or her than generic phrases like “Following Up” or “Checking In”.
3. Personalize your emails: You’ll notice that these emails don’t focus on your gym. Rather, they focus on the reader. Don’t waste prospects’ time by telling them about your state-of-the-art equipment or your modern facility. Save that for when they come in for a trial membership or a first-time appointment. When they filled out your lead form, they had a specific goal in mind. In these emails, you’ll tell them how you can help them lose weight, build muscle, gain confidence, or meet new people.
Put yourself in your prospect’s shoes. Imagine what they want to hear. Remind them why they contacted you in the first place. Express empathy for their current position, and acknowledge how difficult it is to make a change. Explain how your services are different than what they’ve experienced at other fitness centers. Use positive and negative emotions to motivate leads to follow through on their original request.
4. Show proof: 78% of consumers read online reviews before making a purchase decision and need to read at least 10 reviews before trusting a business. Share a testimonial in your emails to leave a positive first impression and to satisfy the need for social proof. Edit your email templates to add quotes, photos, videos, or links to Yelp and Facebook.
5. Tell them what to do next: Emails to prospective gym members need a clear call-to-action that tells them what to do next. Should they call to start a free trial? Check out your online schedule to try a group class? Explain the next steps, and provide a convenient contact method. To create urgency, try including a limited time offer or bonus training session if they contact you quickly.
6. Don’t give up: 80 percent of sales require five follow-ups to close a deal. Sending this many emails manually is a tedious task. You can use your fitness center software to create an email flow to automatically communicate with new leads every few days.
How to Use Your Fitness Email Templates
These email templates are built in five-part flows to include testimonials, video links, personalization, and time-sensitive calls-to-action. Personally, I set up my software to send one email per day for five days. Afterward, I add unresponsive leads to my newsletter list so I can continue marketing to them. Once a lead has expressed a genuine interest in my services, I don’t give up until I hear from them or they unsubscribe.
Once you’ve downloaded your new email templates, tailor each message to your business by changing the contact information, testimonials, and website links. If you’re a Member Solutions client, you can upload these emails to your Member Manager software to create automated lead flows.
Want help with email templates or automation? Contact the Member Solutions team today.
About the author: Erik Charles Russell has been in the martial arts and fitness industry for more than 25 years. He owns Premier Martial Arts and Fitness in Watertown, NY. In 2015, he published a book based on his successes called The Art of Selling Memberships. The book became an international bestseller—hitting number one in three categories in the U.S., Australia, and Germany on Amazon.com