While the world is racing against time with a global pandemic, the economy is striving to reopen again. What this means is that businesses are gradually reopening again, but with necessary measures. Be it the local restaurants or the fitness gyms; everything is again kicking their business up.
If you are a gym owner in the United States reopening your business, how would you let your customers know? Does email marketing for gym sounds familiar?
This is a common question every single business owner is faced with. While acquiring new clients and onboarding new customers can be a hassle, retaining your existing ones might not be that tough.
You just need to play your cards right.
And, right now, your safest card is Email Marketing for gym business growth.
Yes, there are a wide range of communication streams including SMS, Facebook messages and even Ads. But, personalized emails have an even better impact. Before you jump to a conclusion saying, “Who even reads emails nowadays?”, we need to stop you right there:
There are 3.9 billion active email users in the world. As per data, 92% of U.S citizens use emails, and 61% check and send emails every day.
So, you realize how much potential email marketing campaigns have? Well, provided you do them the right way.
Gym Reopening and the Communication
With the pandemic spreading like wildfire, sections of people are afraid of stepping out of their house and the other section is ready to just get out.
Whoever your target audience is, your customers need to know that you are reopening.
Since, shipping out flyers to every customer is a no go at the moment, the next best thing is an email communication. Customized emails with some amazing offers can help your customer make up their minds.
But, you need to understand and make your customers understand that Covid-19 is still prevalent. Just because things are reopening doesn’t mean that the threat is gone. It just means that we have to make do with this new “normal”.
While sending out invites to your customers, assure them about the precautions you are taking as a business owner. Give them a brief about all the safety guidelines you are implementing in the gym.
In such crucial and trying times when everything around is so uncertain, your customers need assurance. Gyms are a spot of “crowd,” and given how Covid-19 spreads, it is likely that your customers won’t be that willing to pop by like old times.
Email, still to this day, is one of the best ways to reach out to your prospects. You can address a formal invite or even chat them up with a personalized approach. It is just that effective.
Just dropping a quick message telling them about the reopening of the gym might sit in the “Unread” messages folder (and you wouldn’t even know it!)
So, what can you do?
Well, don’t worry. That is precisely what we are here to help you out with.
We have sorted out 5 amazing email template ideas to convey the reopening of the gym to your customers.
5 Email Campaign Ideas to Try Out Today
There are several email campaign ideas that marketers will suggest to you with. But, tailoring the best ones according to your prospects and marketing needs is what yields results.
Since you are a gym owner who wants to bring in your customers back, you need to tailor your email according to that.
As a business owner, you want to entice your customers in the email. You want the email to be conversational, that allows your customers to feel the reassurance.
Here are the top 5 email campaign ideas for gym reopening.
1. Short “Click” Conversion
Now, the reason why we mentioned this as Short “Click” Conversion is because that’s what the email yields.
These are the types of email campaigns that you use with your old and loyal customers. You send these to the ones that have come to your gym for decades now. These emails are for the ones you are on a first-name basis.
These emails are SHORT, CLICKABLE, and they CONVERT.
They are incredibly catchy, create interest, and initiates conversation.
The reason why they work with old customers is because they know and trust you. But that doesn’t mean that it won’t work with your new ones.
In a time like this, where everyone is in a subdued form, the last thing you want is to make your email remain unopened or archived when it comes to the inbox.
Here’s an example attached:
These types of emails are also quite useful for cold prospects. The ones that have shown interest in enrolling in your gym, but then Covid-19 happened. You can drop an email to them in the same format, and it is more likely going to convert.
Since these emails are short and one-line emails, you need to have a call to action that catches the reader’s attention and propels them to take action.
2. Personalized “long-form” emails
Now, it might sound contradictory to the first email, but trust us, you’ll understand more as you read.
When we are talking about long-form email campaign ideas for gym reopening, we want you to become a good storyteller.
Nobody likes reading “boring and sales-y” emails that take up half of the body of the email.
If you want your customers to know that you are reopening your gym in a long-form email template, you can tell them what you did during the Covid-19 situation.
You need to hook your audience’s attention from the get-go.
Come up with a catchy subject line and even better, come up with a compelling story that your customer connects well with.
Here’s an example attached:
These kinds of emails have a very high engaging and onsite conversion rate. This means that not only will your customers come; they are likely going to enroll in a further subscription for the gym too.
But, if your customer doesn’t have the attention span to read through, they’ll probably end up in the spam folder.
It doesn’t hurt to try, right?
3. The “Sale” Mail
Throwing in words like “coupons,” “free,” and “premium membership” is likely going to attract the attention of the users.
This email campaign works amazingly for gym reopening because now is the time people want discounted rates. With such uncertain times, several people are on a low income or want to save more money.
Throwing in a discount or a premium membership for a limited period and reopening news makes them click. Now, once they click, you have got them in your bag. You currently have to convince them why your gym offers are better and why they need to come back.
This is where things can get a little tricky.
But don’t worry, we have a simple formula you can try and test out.
Break down the email into parts.
- Start with the discount or membership subscriptions
- Tell your customers the reason WHY they should avail them
- Insert a quick call to action
When writing such “sales-y” emails, make sure that you don’t throw around too much of the sale related keywords like FREE, DISCOUNT, etc. These will make your email go straight to the spam folder.
Here’s an example attached:
This is one of those email templates that you can reuse multiple times. You can use it for your anniversaries to offer discounts or even during special days where you want to support a cause. But, every coin has a flip-side. These emails might not work best with cold leads or customers who have left your gym.
So, target them to your existing and loyal customer base.
4. “Serialized Updates” Email template
Another type of email campaign for gym reopening that works well is the stringed loop email chain.
These take a lot of effort and time. You have to be persistent with your emails, and you can’t stop at one. These also need to be short and precise and leave your customer intrigued for the next mail.
If you want to build a relationship with your customers and keep them on their feet throughout, these templates work like magic. You can do this for a week, two weeks before you open the gym.
Since these require you to send multiple emails to a list of your customers, we would suggest using an auto-responder or an automated email. All you have to do is schedule your emails, and you are good to go.
Here’s an example attached:
Follow this up with:
You can further send an email sharing glimpses into the precautions you are taking. Attach images and videos of the gym being sanitized and the ways you are prioritizing the reopening again.
5. “Free Trial” Template
Since we have sorted out the majority of the email idea campaigns above for the existing or interested customers, the last one is to gain more fresh customers.
One of the best ways to bring in more customers is by offering them something for FREE. Even the wealthiest person on this planet likes themselves a free deal. Its just basic human nature.
So, for these emails, you need to target those customers who have either enrolled in your gym for a month and then left or the emailing list that you have garnered via your website.
The template is pretty simple, with a clear CALL TO ACTION.
Here’s an example attached:
These emails convert well since there is nothing that the customer has to spend from their end. It also allows you to build a better relationship with them and get them on board.
But, these kinds of email campaigns require a quick follow-up a day or two after. Make sure that you have a follow-up email ready, reminding the customers about the 3-days free trial.
Final Thoughts
In a survey conducted by McKinsey and Company, it suggests that email marketing worked 40x better than social media marketing. Now that you are ready to reopen your gym and get your business back on the road, you need to take a step ahead and spend your time on email marketing. Trust us; your customers are online; you need to be as well.
Reopening your gym itself is very taxing on you in such testing times. The last thing you want is to have no customers pouring in. These email campaign ideas for reopening of your gym will not just work but help build better relationships with your customers.
Always ensure to customize your email and tailor it according to what your customer will like to hear. Every little cautious step that you take towards your campaign now, the more successful your reopening would be.
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