Top tips for your gyms next email marketing campaign
A successful email marketing campaign has the potential to generate higher open rates, obtain a greater response and ultimately bring more members through your doors.
Below are a few tips to help you create an effective, well-crafted email campaign
Create the right first impression with your subject line
Everyone has heard the saying, ‘Don’t judge a book by its cover’. Unfortunately, there is a reason for the saying: because it’s a natural instinct. First impressions are key in any form of client communication. When people receive an email, the first thing they see is the subject line, which has the potential to either gain or lose the interest of a reader. Subject lines that include your gyms name as a reference and provide specifics to your main point of the email will gain higher open rates – having a subject line like, ‘Hey, I thought you would want to see this’ provides no information whatsoever about the content or the sender. It is also ill-advised to have all of the words in upper case and to use exclamation marks, as the likelihood is that your email will land in the recipient’s junk folder.
Think about the ‘from’ address of your emails
Consider your own inbox for one moment – would you be more likely to open an email sent from email@example.com or firstname.lastname@example.org ?
People don’t want to feel like they are receiving an automated email. If readers feel that you haven’t made the effort to personalise the ‘from’ address, they will not want to take the time to pay attention to what you have to say. If your customers have any questions or comments, they would much rather respond to ‘Jake’ instead of ‘xyzbusiness’.
Use mail merge to personalise your email
Your prospective members or clients need to be made to feel important. Using their name in your email makes them feel as though the email was written to them personally and not sent to them as ‘Recipient #434′.
Variety is just as important as consistency
Sending an email can be one of the most effective ways to grab the attention of your customers. However, if you abuse the power email marketing provides (in terms of ease of communication), people will soon stop showing interest in your emails. Consistency is essential with any marketing campaign, but remember that variety is equally as important. How often do you send out personalised e-newsletters? Are you getting an active response from the recipients? If not, try something new. Be conscious of how many emails you send out each week/month. How are individuals interacting with your emails? Are you following up accordingly? How are you engaging with the people that don’t seem interested? Variety can be seen in many forms of communication including email, call lists and direct mail.
Quality over quantity
It is far more important to send out relevant content-rich emails than it is to send out long emails and/or multiple emails. When you provide your clients or prospective clients with quality content, they are more inclined to read your emails and forward them to friends or family, helping you to generate further business. You need to gain the trust of your contacts by emphasising quality of communication over quantity.
Engage fully with your clients and prospects
Be sure to engage fully with your customers and prospective customers, because the people who take time to contact you are the ones who are most likely to pay attention to your email campaigns. Focus on their emails, their questions and their likes and dislikes. Social media can be one of the most effective ways to engage with your customers. Pay attention to what they are saying about your services and industry at large, as you can take that information and create valuable content in your emails.
Test the effectiveness of your emails
Test the way your email looks, not only through your own email service provider, but in several email providers. Test all your links in the top, middle and bottom of your message to make sure they all work. Test your graphics – images are a great way to grab someone’s attention. Remember that pictures do not always show up in email messages, so test the effectiveness of your email by covering the images and making sure your message is still easy to understand and the call-to-action is clear. Finally, test your email with a spam-check tool before you send: spam-check services review the content of your email to see what might tip off spam filters.
Find out when your members or prospective members are most responsive
Your email has passed all the relevant tests: it contains working links, images are properly placed, your call-to-action is apparent and the email has made it through the spam check. However, it is not getting the open rates you were looking for. There are many reasons for this, including time of day, day of week, frequency of emails, etc.
So why not run a few tests? Firstly, think about what day of the week your recipients are more likely to open your email. Split up your list and send each set the same email on different days. Does the open rate stand out more on one day than another? The next step could now be to determine the time of day on this particular day that people are more willing to open and interact with the email. Again, split your list up and send out the same email at different times of the day. A good starting point would be the start of the day and the middle of the afternoon, as studies have shown these are the best times of day to send emails.
Never settle for one formula
So now you have a specific day and time your recipients are most responsive, it’s time to tackle the content. What sort of subject line gains the highest response? Do your client and prospect recipients react more to graphics or text? Consider the placement of your call-to-action. Is one position more effective than another? Do your recipients appreciate the lengthy, very informational emails or would they rather have a quick-and-to-the-point email? Again, test each one of these one part at a time. Always keep in mind that as the rest of the business world changes, so could your recipients. Continue testing and never settle for one formula.
To find out more about how the Revival Media Group could help your business, or to arrange an initial meeting, contact us today on 0800 030 6924