How To Get More Clients With Email Marketing
A recent study by the Direct Marketing Association showed that Email Marketing is still the best medium for increasing your revenue with an ROI (return on investment) of $42 earned for every $1 spent.
In this article, I’m going to show you the 3 simple steps you can follow to implement Email Marketing into your Health and Fitness Business and get at least 5-10 more clients in the next 30 days.
To Grow A Business You Need a growth mindset
The health and fitness industry faced significant challenges during the pandemic, with many businesses struggling to stay afloat. While circumstances seemed to improve at the beginning of 2022, the war in Ukraine and rising inflation contributed to increased living costs for families worldwide.
However, for self-employed personal trainers and small health and fitness business owners, there’s a silver lining: the opportunity to increase your income. With examples like Pure-Gym raising over $300 million in investments and Gold’s Gym being acquired for $100 million, it’s clear that the fitness industry still holds immense potential.
For most health and fitness businesses, just a few new clients per month can make a significant impact. Here’s how you can leverage email marketing to achieve that growth:
Step One: Build Your Database
The first thing you need to do to build your database is going through all your records and contacts.
If you’ve been in the Fitness Industry for a while, you’ll likely have way more contacts floating around than you think.
Go through all your old emails, text messages, payment records, and client inquiries, and get as much information as you possibly can.
Don’t half-ass this task. Really dig as deep as you can.
You’re going to want to open a Google Sheets or an Excel spreadsheet and build a list of all the contacts you have that have expressed interest in the service that you offer at some point over the years.
- PRO TIP: It's A Good Idea To Segment This List Into Two Different Categories
- Category One: Past Customers - This is obviously made up of people who have spent money with you in the past in some capacity.
- Category Two: Leads/Prospects - This is made up of people who have enquired or expressed interest in the past but didn’t become customers or clients for whatever reason.
Step Two: Create Two Separate Offers
Offer One: Reactivation Campaign
This offer is designed to reactivate past clients and customers. Most Health and Wellness businesses massively underutilize this incredibly valuable opportunity. These are people who have already spent money with you in the past and if they had a good experience they are without a doubt the most likely to spend money with you again.
For a successful Reactivation Campaign, you’ll want to focus on what’s new about your business since the last time they were there. Do you have any new equipment, a new product or service or new classes, etc?
If you don’t have anything new, create something! Maybe you can launch some kind of group challenge for past clients like a 90-Day Bikini Body Challenge leading into summer for example.
Offer Two: FITDO (Foot In The Door Offer)
This offer is for the prospects and leads and is designed solely to get them in the door if you have a brick-and-mortar business or on a call or into your sales funnel if you’re virtual.
What can you offer them, that is simply too good to pass up?
One example from a Martial Arts School I’ve consulted with is that they offered a Voucher for one week’s free group classes, plus a free 1:1 with one of their Black Belts and a free set of gloves, and a school T-Shirt.
All in, this costs them about $30 to deliver the offer to each person that claims the voucher, but every person that signs up for ongoing classes is worth $120 a month, so they only need to convert 1 in 4 prospects to break even in month one. Everything from Month 2 onwards is all profit.
One caveat is that you do need to know your numbers if what you’re delivering is going to cost you something! You need to know your conversion rates and AOV (Average Order Value) at the very least
Step Three: Send Some Emails!
You’ll now need to upload your database into an email autoresponder.
It’s against the law in most countries to send out mass marketing emails via your regular email service, you need to give your prospects the ability to unsubscribe if they want to.
There are dozens of different options available but the one we like best at the Wellness MBA is Aweber. You can start out with them for free here
Ideally, you’ll want to send between 3 & 5 emails that are specific to your offer spaced 1-2 days apart between each email.
If you’re not sure what to write, using a tool like Copy.ai is a great way to overcome writer’s block. This tool will use AI to write your emails for you and you can then edit them to be a better fit or even just use them as they come.
You can sign up for a free trial of copy.ai here >>
Pro Tip: After the initial offer emails go out, don’t just forget about your email list. You’ll want to continue sending emails to your list anywhere from once a week to once a month. Your prospects don’t sit around thinking about you or your business, so if you want them to become clients you need to stay top of mind. One good template for sending emails is to send one piece of content that they might find useful each week or every two weeks, and at the bottom of every email have a soft call to action [Check the example below] Then at least once a month have a purely promotional email that goes out that is designed to get people in the door.
- PRO TIP: After the initial offer emails go out, don't just forget about your email list.
You’ll want to continue sending emails to your list anywhere from once a week to once a month. Your prospects don’t sit around thinking about you or your business, so if you want them to become clients you need to stay top of mind. A good frequency for sending emails is to send one piece of content that they might find useful each week and at the bottom of every email have a soft call to action.
For Example:
Kind Regards
Luke Sherrell
The Wellness MBA
P.S – If you’re looking for help growing your health and wellness business, shoot me a reply via email and we can jump on a free 30min Zoom strategy session
By following these three simple steps, you can successfully integrate email marketing into your health and fitness business strategy, helping you gain new clients and achieve sustained growth.
If you want help growing your Health and Wellness Business, don’t forget to schedule a free 30min Strategy Session using the link at the top of the page.