Is email marketing a dead marketing technique?
You may think so, but the statistics don’t lie. As of 2020, 58% of people check their emails before they check social media platforms. Email marketing is still one of the best ways to engage with your customers and keep your company front of mind.
Email marketing is still effective for all kinds of businesses and markets because you’re engaging directly with customers that have already expressed an interest in your brand or product. If you’re following GDPR standards and regularly updating your customer list, this will be true of your campaigns too.
While marketing messages may change, the strongest methods still work in the same way. In this blog, we’ll explore the ways in which you - as a personal trainer, gym owner, coach or product-based business - can use email marketing to your advantage.
What can email marketing be used for?
When you hear the words ‘email’ and ‘marketing’ lumped together, you might think of discount offer emails or newsletters from companies you’ve purchased items from. These can be effective, but we typically don’t get the best results just sending out newsletters for the sake of it. We’ll explain… 👇.
Automated email marketing sequences are a great way to add to your customer nurturing and sales process, as well as your aftercare. In other words, nurturing, converting and onboarding a new client, and then keeping them sweet.
The effort mostly goes into the set-up process, and from there your funnel looks after itself and your customers. We’ll talk more about this process later on in the blog, but this form of email marketing can be used for customer retention and satisfaction.
Email marketing is the most effective way of nurturing leads. 31% of businesses do still cite newsletters as their highest-performing channel in this area. The traditional ‘newsletter’ of the past had multiple pieces of content with various topics - these days a focused send with a clear next step (call to action) will perform much better and keep your customer engaged.
If you’re investing time into your marketing efforts, amplifying your content via email can almost ensure your most engaged target audience will see it and will keep your brand front of mind. This is also something that can be automated when a new piece of content is created and ready to go.
Examples of content created in the nurture stage include:
👉 Result-focused case studies
👉 Resources (such as training or nutrition guides)
👉 Coaching trackers
👉 Blog posts on topics of interest
👉 How to videos
Should you segment your lists?
Short answer: yes.
First, let’s quickly explain what segmenting your lists means.
Segmenting is the process of dividing your email list into smaller lists, with ‘tags’. These tags can be created in whichever way suits your marketing needs best.
You could, for example, have a segmented list for ‘new clients, with an automated set of emails that take them through your onboarding process. You could also have a segmented list of prospects who have shown interest in outdoor exercise classes. This way, you know which messages to send to which clients and contacts.
Other ways you may choose to segment your email list includes:
👉Demographics (age, gender, location)
👉Engagement with recent emails - hot and cold contacts
👉Position in the sales funnel - potential client, new, strong
👉Time - if you offer discounts to long standing clients / contacts
Segmenting your lists can improve your opens and click-through rates, due to more relevant targeted emails landing in your contacts’ inbox. This process is most easily done when the customer signs up to receive information from you via a form, as you can automatically add tags to contacts during that sign up process. However, if you have an existing customer database, you can manually go through your contacts and add tags as appropriate. This can be a great lead-up to re-engaging your audience.
We suggest sending out an email asking customers to opt-in to topics they’re interested in / that you’re planning to send out emails about. You can use the information to create stronger segments and know that the reader on the other side is already engaged.
On average, when you send out an email campaign, 41% of recipients will open on a mobile device. Optimising for mobile may sound like technical jargon, but it’s really down to making sure you use the right platform. 📱
Our top tip would be to compress your images before popping them in your template as they can really add to the size of the email and block it from some spam filters.
Most email marketing CRM’s offer responsive templates - like Active Campaign, which we use with clients - or you can have one made for your brand. Make sure to test your design on your mobile device before sending out to make sure it is easy to read, not too long, and your imagery shows up.
Increase effectivity with email automation
As we mentioned previously, email automation is a great way to provide top tier content to your contents, and take a lot of the hard work off of your plate.
The first way we’d suggest using email automation is actually to bring in leads. Below is an example of an automation we set up to automatically follow-up with free sessions claimants, for a gym based in London.
We’d also suggest using automation for your onboarding process. Like you, our clients often have an onboarding process once they take on a new customer, whether it be for personal training, coaching or a gym membership. They also tend to have some great content and additional benefits to share with their new sign-up.
Instead of manually repeating the same process each and every time you sign a new customer, setting up a chain of events in an email automation software can ensure you get all the information you need, as well as covering all the bases of customer service.
Automation can work to nurture your clients even after they’re working with you. Existing customers are your best market and providing them with value will only increase your retention rates!
Measure your email marketing efforts
The most important factor is to measure your email marketing efforts to see what results they provide. As you may have gathered from our points above, the conversion may not always be a sale - the process from potential customer to engaged customer can be a windy one.
Email marketing success can be measured by open rates, click throughs, unsubscribe rates and bounce rates. From these metrics you can determine how your content performs with your audience and replicate the best content for your future schedule.
Use your metrics strategically to inform the messages you send out, in order to get the best results.
Want to chat about email automations and your sales process further? Book in for a strategy call with one of our team members, completely free of charge. 📈