Looking for an inexpensive and effective way to keep in touch with current clients and attract new ones? Let’s face it; times are tight, even for the most successful trainers out there. If you’re like most of us, you need cut costs and avoid spending on any form of advertising that is not going to produce results. Email marketing just may be what you have been searching for.
What is Email Marketing? Basically, Email Marketing is a form of what’s known as direct marketing. But instead of sending flyers or paper mailers you use message, letters and broadcasts sent through the internet, directly to your target customers. Email Marketing is used for a variety of reasons. You can use it to keep in touch with current clients, get back in touch with former clients that haven’t renewed their contracts or aren’t showing up for appointments, and to generate new clients. This is another good reason to collect email address contact information from all clients and potential clients.
Benefits of E-Marketing – One of the best things about marketing via email is the ability it gives you to keep in touch with your customers. It’s a fast and effective way to stay in touch and keep on the forefront of their attention. You can put valuable and useful information in their hands for free. Your clients will feel that they are getting more personal attention and feel that they are getting more for their money than just a workout. They will be more likely to show up for training and renew their training contracts if they feel you are concerned and interested in them. Email Marketing is also a great way to encourage clients to visit your website
An excellent benefit to email marketing is the cost, or actually the savings. Compared to any other form of direct marketing, E-Marketing is the least expensive. Either you do it yourself, which requires a bigger upfront investment in time or you use a service. Some services are as cheap as $25 per month. It takes some time and effort to build a list of clients, but once you do marketing is fast and inexpensive.
Another great thing about Email Marketing is the ability to track your results. You may have heard the term “return on investment”, or, ROI. Well, E-Marketing gives you the best ROI in direct marketing by far. And since you aren’t just dropping your letter in the mail, you can track how many messages are read (the open rate), how many are deleted, how many reach your customer’s inbox, etc. This allows you to tailor and fine tune your email title and content to get the results you need.
Email Marketing is also much faster than traditional forms of direct marketing. With mailers or flyers there is a big delay between layout, publishing and distribution. E-Marketing is nearly instantaneous. And it’s easy to redistribute your marketing campaigns or release new campaigns. Once you have a list of customers you just need to create and release new marketing content to the same list.
Don’t Get Canned as Spam – The best way to avoid having your e-marketing message deleted as spam or filtered by anti-spam software is to use the Opt-In method of distribution. With Opt-In, you build a list of addresses from clients who have willingly opted in to receiving your messages. The best way to do this is to offer your clients something they want, like discounts, free sessions, two-for-ones, or useable information like workout or diet advice.
Make It Interesting – If you want your email message to be read and want more people to opt-in, start with a well-written subject line and a message of value. Based on several surveys and open rate tracking, the most popular subject lines are those that actually tell the reader what is in the message. So be informative, don’t just try to get attention. If your message is about five fast ways to burn fat then that should be the title of your email. Be careful with “hot button” words or “emotional triggers”. Over use or misuse of flashy or too personalized wording can annoy many readers and result in an instant deletion. Once you get them to open your message, make the content worth reading. If the clients sees value in your message they are more likely to want to continue receiving your emails and more likely to forward your messages to friends. And we already know that nothing is more valuable to a personal training or fitness business than good customer referrals. Remember, entertain, inform, educate. Don’t limit your content to offering discounts or asking for business.
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