Despite the fact that social media gets a ton of attention nowadays, email marketing is still a successful medium that deserves your time and attention. With this in mind, here are a couple of tips that will allow you to build a bigger list and create email campaigns that stand out to members and prospects — resulting in greater email ROI.
Tip 1: Use a Multi-tiered Email Acquisition Approach
Acquiring a prospect’s email is the first step to building a positive relationship with a customer. And there are multiple ways in which you can make acquiring emails easier.
Pop-Up Subscription Windows
Have a pop-up window on your gym website asking people to “subscribe” to your e-newsletter. If you’re using this approach, be sure to describe the benefit to the customer in the pop-up window. For example, will they receive a weekly blog from your club nutritionist with diet tips? Make them feel like they’ll be an “insider” by having access to your emails.
With this approach, just make sure the pop-up window is easy to get out of if a person doesn’t want to subscribe, or they’ll easily get annoyed.
Facebook Ads
Facebook Ads can be a great tool for acquiring emails. Just drive prospects to your email sign-up form through the ad. However, with this approach it’s important to ensure ROI, which is easy to track through Facebook Ads. If a campaign isn’t working, try targeting different age groups or those with different interests to see if you get better results.
Tip 2: Have Great Content
Once you have a prospect’s email — they should immediately see the benefit. Consider sending them a complimentary visit to your gym or even just a blog filled with training tips from your personal training director, so that they know right away you won’t be just blasting them with promotions.
Doing email marketing successfully comes down to strong content. Think about how many junk emails you get personally. The emails you open are the ones that are intriguing and relevant to you.
Therefore, as you put together an email for your target customer, put yourself in their shoes. What would catch their eye? Put time, effort and strategy into your email marketing campaigns — don’t just send an email to send an email.
Strong content:
- Helps you acquire new emails
- Helps you retain the emails you have (less opt-outs)
- Helps grow and build your brand
These are just a couple tips to boost your email marketing ROI, because again, even though social media is a really great marketing tool, email still is as well. Don’t miss out on its effectiveness by putting all your marketing eggs in the social media basket.
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
