Category: Health Marketing

Why is email marketing such a big deal for gyms? Email marketing is consistent, it’s personal, and when done right, it gets results.

A study by the Data & Marketing Association found that email marketing has an average ROI of $42 for every $1 spent.

So how do you craft an email campaign for your gym members? Knowing your audience is essential for success. Who are you really hoping to reach with your emails?

Are they hardcore lifting enthusiasts, more aesthetic-focused gym-goers, yoga lovers, or busy professionals looking for quick, effective workouts? Are you looking at more muscle mommies and health buffs?

One of my clients owns a gym in Chicago, and when we dug into his membership data, we discovered he had three main groups: college students, young professionals, and retirees.

However, he’d been sending the same generic emails to everyone on his list. We tailored his emails to each group and his open rates went up by 35%.

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There are many business owners, including those who own a fitness business, who have started digital marketing campaigns but who feel they are not getting the results they were hoping for. One of the reasons suggested for this by digital marketing specialists is that the written content, or ‘copy’ as it is more accurately called, that is used for content marketing may not be converted as it should.

Part of this goes to the principle that every page on your website should convert visitors by encouraging them to take some kind of action. These ‘calls to action’ can include making a telephone call to the business, entering their email, filling out a survey, or completing a form on the contact page so that someone can call them back. The ultimate call to action is ‘Buy’, where the visitor actually makes a purchase and enters their credit card details.

Not every website has a purchase as the main call to action, given that not every type of business is suited to that. For example, professionals such as lawyers, accountants, dentists, and, in this case, fitness experts who all consult with their clients, are unlikely to have a ‘Buy Now’ button on their website, given that each client’s needs will be different.

Nevertheless, their websites need to have some means of converting a visitor so they get closer to becoming a paying client or customer, and the means by which that is achieved is what is written on each page of the website. If the website has been professionally built, the text is likely to have been written by one or more copywriters, who have the writing skills to create copy that converts.

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