Email is still one of the most effective ways to communicate with members and maintain high retention rates.
Since 2011, the open rate of emails has increased by over 100, and 60% are now opened using mobile devices. Push notifications on mobile devices have clearly improved the performance of emails.
Why is this topic important? Regular, value-driven engagement will help you retain your members longer. Higher retention means higher recurring revenues. The only way to achieve this is by sending the right message on the correct channel at the right moment.
We will also be hearing some practical advice on how to keep members interested and engaged in your business from Dr. Paul Bedford, a world-renowned retention specialist.
What is a retention email?
In order to keep your members engaged, you send them a retention email. Retention emails work in conjunction with push notifications and SMS (if your studio has an app) to create a cohesive strategy for member engagement.
Milestones & Achievements: These emails would be sent to welcome members, recognize anniversaries, and congratulate them for reaching goals.
Events & Challenges: Inform your members about upcoming social events and fitness challenges.
Educational Content: Send recipe eBooks, instructional videos for workouts, and other information that will help members achieve their goals.
Reminders and prompts: A form of communication that is extremely important. Send emails to members to remind them of a booked class or to remind the member to book one. This type of outreach should focus on members who have not reserved for a long time. They may be at risk of churn.
What Experts Say about Dr. Paul Bedford
“We already know the response we are looking for. It’s just a visit. “We want them to come back again.”
Dr. Paul Bedford, a leading expert in retention for the fitness industry, is a well-known name. He joined us back on The Fitness Founders podcast to discuss various topics related to retention and member experience.
He stressed the importance of getting a response from your members. It’s simple: a member visit. Then you want them to come back regularly.
He addressed two topics in relation to that:
Plan the member journey. A member signing up for membership at your gym needs a path. Signing up without any guidance will likely lead to a member becoming disengaged and lost. Please set up a way for them to achieve their goals, with multiple touchpoints along the journey.
Sending the right message to the right people at the right moment: Most fitness studios today have comprehensive management software that allows them to send specific messages at specific times to certain groups of members. Sending booking reminders to those who have secured less than three classes in a week is one example.
The engagement of members shouldn’t just be random. Each communication should be aimed at achieving a specific goal. We will examine some of the most important aspects of a retention message in the next section of this article.
How do I create a stellar retention email?
Retention emails aim to elicit a response from the member, namely a visit. What are the main elements of a retainer email? Take a look at five different areas.
Personalization, automation, and general personalized emails perform better than standard emails. Personalizing your emails to meet the needs of readers is a great idea. You should not only address the person to whom you are talking but also send emails that are targeted to your audience and their problems. It improves your customers’ overall experience with your brand via email.
Engaging: A great subject line is the first step in creating an email that will be memorable and engaging. Think about adding a touch of personalization to your emails and getting straight to the point. Eye-catching subject lines encourage your readers to open the email. Great emails are engaging and make a lasting impression. The overall experience is a result of a combination of great copy, subject lines, and design.
Design that attracts a response. When someone opens an email, they often scan it. Great design is essential in this case. If the email is not clear or doesn’t look appealing, readers will close it and take no action. A great email design can help to grab the attention of readers and encourage them to take action.
Speak your customer’s native language: Speaking the language of your customer is one of the best ways to create an email. Use words and phrases that your prospects can understand and relate to if you want to make a lasting impression. You may be the expert, but potential members are looking to you for solutions. Your job is to translate specialist knowledge into a language that can motivate and drive results for members.
Clear and simple messaging: Email campaigns that are too long may not yield the results you want. Long emails are more likely to be ignored and have slower response times. Keep your message short and sweet to better communicate with your audience. You can also receive a faster response if needed.
7 Email Templates that Boost Retention
Gym email templates will help you create a simple but effective message, whether you are looking to welcome a member or promote your referral program. The gym email templates can be easily adapted to fit your niche and target audience. Here are seven email templates for fitness centers to inspire your next marketing campaign.
Welcome emails are one of the most commonly used trigger-based emails. This email is sent after a certain action has taken place. You’ll usually send this email after a member has signed up for a digital fitness membership or joined your physical fitness studio. Trigger emails help guide new customers through your member journey and show that your service or website is fully functional.
