Creating a successful newsletter for your fitness business can seem like a daunting task. Setup, content creation and maintenance can take a lot of time and energy.
One of the most important KPIs to consider is your email open rate. There are many factors that will contribute. Here are a few recommendations for increasing this number:
1. Start with a welcome email.
The first email your audience should receive when being added to your list is a friendly welcome, to make them feel appreciated and recognized. It doesn’t have to be complex or lengthy, and can be automated through your gym management software. It could be as simple as a “welcome to the family” message or you could choose to offer an introductory promo. Whatever you include, make it feel warm and inviting to your reader.
2. Kick things off with a compelling first line.
The first line of an email newsletter can make it or break it. Just like when you’re meeting new people, first impressions say a lot. People will decide whether or not to continue reading an email within the first ten seconds. If you cannot capture their attention quickly, you will likely lose their interest, and that will be the lasting impression you leave on them. Find a way to pique their interest immediately in the first line of the email.
3. Personalize your emails.
People like to feel special. Personalization makes the reader feel like you’re speaking directly to them, so they don’t feel like a number or a statistic. Your audience wants to feel seen, heard and valued by your gym. Starting an email with their name - a simple, one-click step in your gym management software - increases their intrigue and the likelihood that they will finish reading it. Newsletters can be complicated, but taking the extra personalization step will go a long way.
4. Format for mobile.
A majority of your customers will access your newsletter via a mobile platform, whether that’s a web browser or your gym management app. Sure, some of your readers may view your content on their desktop but it’s imperative that you optimize your newsletter for the way most people will consume it. Once your newsletter is finished, check to see how it will appear to readers on desktops, tablets and mobile phones. You’ll likely see much more positive feedback from this simple step.
5. Make it professional and engaging.
Nothing is worth reading if it is not well written. If it’s lengthy or hard to understand, people won’t bother finishing it. Hire a proofreader or editor to make sure your content conveys a strong message, includes a call-to-action and is worthy of your client’s time and energy. Not only will this help with open rates and engagement, your editor may also make suggestions for future changes.
6. Test it.
It’s a good idea to test the effectiveness of your emails through A/B testing: Sending out one version of the email to one group of people, and another version to second group. This will help to determine which version gets better open rates, engagement and other KPIs, and you can use this valuable data for future emails.
7. Include subscriber forms on your website.
Give people an option to sign up for the newsletter through your website, social media or member management app. By being on your channels, they’ve already showed interest in your content and will look to your newsletter for consistent updates. Also, assure them that you aren’t selling their information or sending them spam. Differentiate your brand by providing valuable content and showing them that you care.
There are many unique ways to increase your newsletter open rate. It can start in the gym, online or within the community. Find out what your target audience wants, test it and incorporate these tools for greater success in your newsletter campaigns.
