Number 4 in this blog series about ways you should be using copywriting in your fitness business is: emails.
Do You Just Mean Sending Emails To My Clients?
Not exactly. Email marketing is (as the name suggests) a marketing tool. So your “email marketing” emails are different to the regular individual emails you send to clients for check-ins etc.
Email marketing is mass emailing your list (or breaking your list into segments to send more specific messages): for daily or weekly “newsletter” style emails, or to market/sell a product or service.
I Heard Email Marketing Is Dead
Yeah, no, it’s not. Obviously you need to get it right – and that starts way back before you send an email. It starts with putting out consistent valuable content, then successfully asking people to hand over their email address so you can build a list.
But once you’ve got a list, and something useful and truly valuable to tell them about, email is a great way to talk directly to prospective clients in a one-on-one way. It’s almost like a conversation between the two of you.
And that is exactly how it should feel to the person reading your emails.
Remember when I said that you should always write as if you’re talking to just one person? After all, your reader will most likely be alone when they read your copy.
Emails are a great way to remind yourself of this point. When you write emails to your list, imagine one single individual receiving that email: on their phone (probably), or maybe at their desk during a quick coffee break.
How To Use Email Marketing In A Fitness Business
- daily/weekly regular emails to give value and build familiarity
- pre launch emails to warm people up for a new product or service
- as an entire sales sequence
- post sign-up/thank you/welcome emails
- to measure results with certain splits/sub sections of your list
- for retargeting purposes
Make Sure Your Emails Do Their Job!
Spend plenty of time crafting great subject lines (so the damn email gets opened in the first place!), body copy that entertains/informs/educates, and then (when relevant) a strong call to action (CTA).
For more fitness industry copywriting chat, join me on Facebook – and stay tuned here for the next five posts in this series.
Nicola Joyce – the Fit Writer – is a freelance copywriter and journalist who has been writing content and direct response copy for the fitness industry since 2004. Get in touch via Facebook, by sending a message here.