In the previous newsletter...

You learnt the steps 1, 2, and 3 to make email marketing work for your fitness business.

Now, let’s continue with steps 4 and 5.

Step #4: Create Engaging Email Campaigns 

Once you’ve built your list, it’s time to engage your subscribers.

A combination of these three email types will help you stay top-of-mind while driving action.

Welcome Emails 

Welcome emails are the first step to building a relationship with your new members/clients.

These emails can guide them on the next steps.

Like picking up their membership card or booking their first class.

A strong welcome email will:

● Reassure members that joining your program was a smart choice.

● Give important information, like opening hours, class timetables, or what to bring to the gym.

● Encourage action by prompting them to schedule their first visit within the next few days.

Fitness Newsletters 

When you're sending them something helpful, it usually leads to building trust.

And overtime, they’ll view you as an authority.

That leads to increasing retention as well.

Below are some ideas to inspire your fitness newsletters:

● How to Get the Most Out of Quick Workouts

● Fitness Trends Spotlight: What’s Popular in Health & Wellness

● Muscle-Building Myths: Separating Truth from Fiction

● The Top 5 Benefits of Personal Training

● Real-Life Success Stories: Inspiring Fitness Journeys

● HIIT vs. Steady-State Cardio: Which is More Effective for Weight Loss?

● Easy, Protein-Packed 15-Minute Meal Ideas

Make sure to send your newsletters consistently, whether on a weekly, biweekly, or monthly basis.

This helps establish a routine for your subscribers.

It’s like you’re training them to regularly open and engage with your emails.

Campaign Emails 

While newsletters and welcome emails focus on nurturing relationships and delivering value…

Campaign emails are focused on promotions and offers.

This type of email is responsible for driving you sales for a specific service or product.

Whether you’re launching a new product or running a limited-time promotion…

Campaign emails are the answer.

Here are some fitness email campaign ideas you can add into your business:

● Fitness Challenges: Create 7-day email challenges to grow your email list, help participants work toward a fitness goal, and prepare them for a future product or service offer.

● Product Launches: Send a series of emails leading up to the launch of a new workout class or product. Build excitement by sharing the benefits and reasons why they should join or buy.

● Success Stories: Feature inspiring success stories from your gym members or personal training clients over several weeks. These stories can motivate others to start or continue their fitness journey.

● Limited-Time Offers: Announce exclusive discounts or special deals, explaining the benefits, and send reminders as the offer’s expiration approaches.

● Awareness Days: Create themed email campaigns around special fitness-related awareness days, like National Cycling Day or Global Stress Day, to engage subscribers and promote relevant services or products.

Step #5: Scale and Automate Your Email Marketing 

Once you’ve mastered the basics, the next step is to scale your efforts.

When you use automation, you can also use it to personalise their experience.

In this way, you can increase engagement and improve results, while upselling additional services.

Send an Automated Series of Welcome Emails

One single welcome email isn’t enough to engage new members.

Instead, create a series of 3-4 automated welcome emails.

Most email marketing platforms make it simple to automate these messages so they’re sent at timed intervals, ensuring consistent communication.

Here’s an example of how this sequence could work:

● First Welcome Email: Start by covering the key points from the earlier section—welcome your new member, provide essential information such as gym hours and class schedules, and encourage them to take their first steps.

● Second Email (2 Days Later): Send a follow-up, reminding them to visit the gym or schedule their first session.

● Third Email (3 Days Later): Provide a detailed overview of the group exercise classes you offer, highlighting the variety and benefits.

● Fourth Email (A Few Days Later): Showcase your most popular services, such as personal training, and guide them on how to book these services.

This consistent touch not only keeps members engaged but also educates them about the full range of services your gym offers.

It’s also an ideal opportunity to upsell additional services and encourage deeper involvement.

Personalised Email Campaigns Based on Fitness Goals

To increase your overall stats (open rate, CTR, etc)…

Personalising email campaigns is non-negotiable.

Here are some ways to personalise your email campaigns:

● Segment your audience by fitness goals.

○ Create groups for weight loss, muscle gain, endurance, etc.

○ Use sign-up forms or surveys to get member preferences

● Develop a goal-specific email series.

○ Weight loss: Share low-calorie recipes, fat-burning workouts, and motivation tips

○ Muscle gain: Offer strength training programs, protein-rich meal plans, and recovery advice

○ Endurance: Provide cardio routines, stamina-building techniques, and event training plans

● Craft interest-based content.

○ Yoga: Include pose of the week, meditation guides, and upcoming workshop info

○ Running: Share training tips, gear reviews, and local event announcements

○ Nutrition: Offer meal prep ideas, supplement guides, and healthy eating challenges

And Don’t Forget…

Always. Track. Your. Metrics.

Because if you’re not doing it, you won’t know if email marketing is working for you.

And you won’t know the areas that you can improve on.

Well…

That’s all.

Now you know how to use email marketing and make it work.