Fitness email marketing: strategies to boost gym engagement

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Fitness email marketing has become an indispensable tool for gym owners and fitness coaches to engage members, attract new clients, and grow their businesses. 

In an industry driven by motivation and consistency, email marketing provides a direct line of communication to keep your audience informed, regularly inspired, and continuously connected to your brand. 

With fitness email campaigns, you can showcase your expertise and nurture lasting customer relationships. You can also create personalized workout plans and offer exclusive promotions.

This comprehensive guide will explore proven strategies to elevate your gym email marketing efforts, improve engagement, and drive results. We’ll discuss best practices, campaign types, and innovative tactics tailored specifically for fitness enthusiasts. 

We’ll explore actionable insights to transform your email campaigns into powerful tools for enhancing member retention and driving business growth.

Why do gyms need email marketing?

Email marketing is a vital communication channel for gyms and fitness centers. It helps boost member engagement and customer retention while setting you up for long-term business success. 

Here are some benefits of email marketing:

• High return on investment (ROI): Email marketing’s ROI is exceptional and offers remarkable results with minimal costs compared to other marketing strategies. Omnisend research found that email campaigns generated a 17% increase in orders year over year.
• Strong engagement rates: The same research also shows that the fitness industry has impressive email marketing engagement rates. The overall email campaign open rate was 25.1% in 2023, but the sports industry boasts a higher open rate of 31.9%.
• Powerful automation capabilities: Automated emails significantly outperform manual campaigns in the fitness industry. They had a 42.1% open rate compared to 25.1% for campaigns.
• Effective member retention: Keeping members active and engaged is crucial for any gym’s success. Email marketing allows you to maintain regular and personalized communication with your members. Maintaining visibility through targeted communications enables gyms to drive consistent attendance and foster long-term membership, directly impacting their bottom line.
• Platform for showcasing expertise: Email is an excellent tool for gyms to showcase their expertise and build trust. By sharing valuable content such as workout tips, healthy recipes, and fitness trends, gyms can position themselves as thought leaders in the industry. 

Types of fitness email marketing campaigns

A successful fitness email marketing strategy features multiple campaign types, each serving a different purpose in driving growth. Let’s explore five types of email campaigns that work the best for fitness industries and can improve gym engagement and retention.

1. Welcome emails

Purpose

• Greet new subscribers and make them feel part of the fitness community
• Set expectations for future communications
• Encourage immediate engagement with the brand’s products or services

Key elements

• Personalized greeting (e.g., “Welcome Davis”)
• Clear brand identity and aesthetic
• Strong CTA (special offer or discount to encourage first purchase)

Content suggestions

• High-quality images of products or people using them
• Links to explore different product collections
• Insight into the brand’s mission or ethos

For example, Acid Running’s welcome email effectively incorporates these elements. The email begins with a personalized greeting and a compelling visual that aligns with the brand’s aesthetic. 

The copy emphasizes community belonging and the transformative nature of running. A 10% discount incentivizes recipients to purchase, and showcasing the product categories encourages them to explore the website. 

The email deepens the connection by introducing the brand’s philosophy and values. Finally, it provides multiple engagement points through social media and footer links, essential when crafting email marketing for fitness purposes, setting the stage for a lasting customer relationship:

2. Weekly or monthly newsletters

Purpose

• Keep members engaged and informed about gym activities and offerings
• Provide ongoing value through fitness tips, success stories, and health information
• Maintain regular contact to reinforce brand presence and encourage continued membership

Key elements

• A balanced blend of informative, engaging, and promotional content
• Personalized content based on member preferences or activities
• Strong, action-oriented subject lines

Content suggestions

• New schedules or program launches
• Member spotlights or success stories
• Fitness tips, workout ideas, or nutrition advice

Tonal’s newsletter exemplifies an effective fitness-oriented update. The email opens with “WHAT’S NEW ON TONAL,” setting expectations for fresh content. It leads with timely information about showroom reopenings and addresses current member concerns. 

The newsletter then transitions to new workouts and programs, showcasing colorful images and brief descriptions highlighting its variety and expertise. Each workout is presented with the coach’s name, duration, and a concise benefit statement, making it easy for members to choose programs that fit their goals:

3. Promotional emails

Purpose

• Drive sales or signups for specific products, services, or events
• Create a sense of urgency or exclusivity around offers
• Showcase new features or improvements to existing services

Key elements

• Eye-catching design that aligns with the brand’s visual identity
• Prominent call to action (CTA) buttons
• Sense of urgency or scarcity (e.g., limited-time offers)

Content suggestions

• New product launches or service offerings
• Special discounts or promotions for members
• Early access to classes or programs

Gymshark’s promotional email for its “Training App” combines several key elements. The bold header directs readers to the collaboration between Gymshark and the app. 

The email’s clean, modern design reflects the brand’s persona while showcasing the app’s interface. The copy puts the power in the customers’ hands by writing, “CHOOSE YOUR HABITS, TRACK YOUR PROGRESS, CHANGE YOUR LIFE” and goes well with the purpose of targeting gym lovers through email marketing for fitness.

The two “GET THE APP” CTAs throughout the email provide more chances for recipients to take action:

4. Re-engagement emails

Purpose

• Reactivate dormant or inactive members
• Remind users of the value they’re missing
• Encourage lapsed members to return to the gym or app

Key elements

• Personalized greetings and content
• Reminder of past engagements or achievements
• A clear value proposition for returning

Content suggestions

• “We miss you” or “We haven’t seen you in a long time” messages
• Highlights of new features or improvements since the last visit
• Limited-time welcome-back offer

Strava’s re-engagement email effectively combines personalization with a sense of urgency. The greeting, “Hey Smiles Davis, are you having fun out there?” creates a friendly, personal tone. 

The email reminds recipients of its limited time to experience premium features, creating urgency. It showcases six key features with concise descriptions and CTAs, making it easy for users to try the features they like. 

The image of the app interface provides a visual reminder of what they’re missing. The email concludes with a clear call to action to become a subscriber, emphasizing ongoing benefits:

5. Event and seasonal campaigns

Purpose

• Promote time-sensitive offers or collections
• Capitalize on seasonal trends or events
• Create excitement around new product launches

Key elements

• Clear connection to the season or event
• Visually appealing imagery that evokes the theme
• Easy navigation to featured products or collections

Content suggestions

• New season collection previews
• Holiday-specific workout plans or challenges
• Black Friday or New Year’s resolution promotions

Janji’s event and seasonal campaign email is an excellent example of effective seasonal marketing. The header “New Season, New Styles” immediately sets the context for spring/summer 2024. 

The copy succinctly describes the new running system, which is designed for season changes, varied elevation, and harsh conditions, appealing to adventure-seeking customers. 

The email by Janji offers a clear CTA to explore the collections, catering to all customers. A prominent “GET 15% OFF” message adds an incentive for immediate action. The vertical image with “MOUNTAIN COLLECTION” overlaid creates a powerful visual impact, evoking a sense of adventure: 

Creating an effective fitness email marketing list

A well-maintained email list is the foundation of successful email marketing for fitness businesses. It ensures your messages reach the right audience, increasing the likelihood of conversions and member retention.

Here are some best practices to keep in mind whether you’re building an email list from scratch or want to maintain an active list of subscribers:

1. Having a targeted email list

• Offer valuable lead magnets such as free workout guides or nutrition plans
• Use website popups to capture visitors’ emails
• Implement a referral program, encouraging current members to invite friends
• Collect emails during in-person events or gym tours
• Create landing pages for specific fitness campaigns or challenges

2. Segmentation and personalization

• Sort your list according to the membership status, such as active, lapsed, or prospect
• Segment by fitness interests or goals (e.g., weight loss, muscle gain, endurance)
• Use data from gym check-ins or class attendance to create engagement-based segments
• Personalize emails with member names and tailored content based on their preferences
• Create segments for different fitness levels to provide appropriate workout suggestions

3. Maintaining and cleaning the list

• Regularly remove inactive subscribers by cleaning your email list to improve delivery rates
• Implement a re-engagement campaign for subscribers who haven’t opened emails in three or six months
• Use double opt-in to ensure high-quality subscribers
• Provide easy unsubscribe options to maintain a healthy list
• Regularly update subscriber information through preference centers

Meanwhile, to maximize the effectiveness of your fitness email marketing list, consider these additional tips:

• Use gym marketing email templates on tools like Omnisend to create professional-looking emails quickly
• Leverage your fitness email marketing list for targeted promotions and special offers
• Integrate your email list with your gym’s CRM system (if available) for better data management
• Analyze email performance metrics to refine your segmentation and content strategy
• Test different subject lines and content to increase open and click-through rates

Strategies to stand out in email marketing for gyms

Implement strategies that make your emails stand out. Doing so will enable you to excel in fitness email marketing and boost gym engagement.

With a focus on personalization, brand storytelling, social proof, and interactivity, your gym can create compelling campaigns that resonate with members and drive results. 

Here are a few handy strategies to consider:

1. Personalization and dynamic content

• Use member data to tailor workout recommendations based on fitness goals
• Use dynamic emails that change based on subscriber preferences
• Address members by name and reference their recent activities or achievements
• Create personalized fitness challenges based on individual progress
• Use AI-driven content suggestions to provide relevant health and wellness tips

2. Storytelling in fitness emails

• Share success stories of gym members who’ve achieved their goals
• Create a narrative around your gym’s history or mission
• Use email series to tell an ongoing story about fitness journeys
• Incorporate staff profiles to build personal connections with members
• Develop themed email campaigns that align with seasonal fitness trends

3. Using testimonials and social proof

• Add some examples of testimonials highlighting positive experiences
• Showcase before-and-after transformations (with permission, of course)
• Include ratings and reviews for classes or personal training sessions
• Highlight social media mentions or user-generated content
• Display awards or certifications your gym or trainers have received

4. Interactive email elements

• Embed short workout videos directly in emails
• Use GIFs to demonstrate the correct exercise technique
• Include clickable hotspots on images to showcase different gym areas or equipment
• Create interactive quizzes about fitness knowledge or goal-setting
• Implement countdown timers for limited-time offers or upcoming events

How Omnisend can enhance your fitness email marketing

Omnisend is a leading email marketing platform tailored for fitness businesses. It provides powerful SMS and email marketing features that enhance your fitness email marketing strategy. With automation features and templates, it can streamline your marketing efforts and drive better results.

Some of these features include:

• Automation workflows: Email automation is one of the key strengths of Omnisend. This feature allows you to increase new signups with a series of informative emails or nudge inactive members with personalized re-engagement campaigns with ease.
• Segmentation capabilities: Omnisend allows you to segment your fitness email marketing list based on membership types, fitness goals, or how often members hit the gym. This approach makes your content delivery highly personal and increases the relevance and effectiveness of your emails.
• Customizable templates: These templates make creating professional emails that match your brand’s aesthetic easy. Mobile-responsive designs ensure your messages are visually appealing across all devices, catering to on-the-go fitness enthusiasts.
• Integration with fitness platforms: This valuable feature allows you to sync member data from your gym management software and connect with booking systems for seamless class reminders. This integration streamlines your operations and enhances the member experience.
• Analytics and reporting tools: Omnisend’s advanced reporting and analytics features help you track key metrics like open rates, click-through rates, and conversions. These insights allow you to refine your fitness email marketing strategy for optimal performance.
• SMS and push notifications: These capabilities enable you to create omnichannel campaigns that reach members through their preferred communication channels. This multifaceted approach can significantly boost engagement and retention rates.

Conclusion

Having a direct line of communication with your customers boosts engagement and drives the growth of gyms and health clubs.

By implementing email marketing strategies such as personalized content, automated workflows, and segmented campaigns, you can create impactful fitness-based email marketing campaigns that resonate with your audience.

Consider implementing an onboarding email sequence to maximize your fitness email marketing efforts. This series of targeted messages can help new members feel welcome, understand your gym’s offerings, and establish a strong connection from the start.

FAQs

1. Do gyms need email marketing?

Yes, gyms can engage their members effectively with email marketing. It’s a cost-effective way to promote services and increase retention.

Fitness email marketing allows gyms to send personalized content, workout tips, and special offers directly to members’ inboxes, keeping them motivated and connected to the gym.

2. How do I market my fitness gym?

To market your fitness gym effectively, use a multi-channel approach. Implement a strong fitness email marketing strategy, leverage social media, offer referral programs, and host community events.

3. What should be included in a fitness newsletter?

A fitness newsletter should include a mix of valuable content such as workout tips, nutrition advice, member success stories, upcoming classes or events, and exclusive offers.

You can use gym marketing email templates to create visually appealing newsletters that align with your brand and engage your audience.

4. How do you stand out in email marketing?

Use eye-catching subject lines, incorporate interactive elements like videos or GIFs, and segment your list for targeted messaging. Regularly analyze your email performance metrics to refine your strategy and improve engagement.