One of email marketing’s biggest challenges is being engaging enough to not get your message deleted.
People sift through dozens or hundreds of boring, programmed email subject lines daily for something interesting. Once they do, they’ll quickly scan the email for information that’s valuable to them. What’s making your gym’s email stand out?
Here are a few ideas to up your email marketing game — whether you’re reaching out to new clients or speaking to your membership.
Use the word ‘you’
People have egos, believe it or not. They love to be spoken to. Try email subject lines that use the word you. “Here’s Your Introductory Offer,” or “You Haven’t Been to the Gym This Month, We Miss You!”
Put the focus of your subject line on your intended reader and communicate what the value is to them, and why they should open it. Appeal to their vanity.
Be quick about it
Do you need an email to get across a really important piece of information? Put it in the subject line, then write it again in the first sentence of your email.
People are distracted when they’re reading online — the kids are yelling about something, the dog just finished its business, and two new email notifications just came through the phone. Think of the busiest person you know and speak to your readers the way you speak to that person. Be short, sweet and to the point.
Make your email searchable
Do you have a second piece of important information in your email?
See ‘Be quick about it’ above.
Bold or bullet it (like here!)
Reader’s eyes love something different. So bolding and bulleting your message will draw attention to it and bring that distracted reader in. You want your customer or prospect to quickly find the information they need in your email.
With these simple steps, you’ll start to communicate more effectively. Hopefully, it will result in more opens and conversions if you’re using email to encourage bookings or sell products.
Kyle Magin is a senior copywriter for MINDBODY. Contact him at kyle.magin@mindbodyonline.com.
