Putting email marketing to work for your gym or personal training business

fitness gym email marketing

For the small fitness owner, the importance of keeping in touch with your clients is undeniable. And we don’t just mean the monthly newsletter! Personal, meaningful and ongoing communication can address your members’ needs, goals, even their fears as they interact with your space and your services.

One question that often comes up is whether email is an ideal, or even an appropriate, method for reaching out to members. After all, the point is to be personable and in-touch, right? It’s understandable that some fitness owners might not see email as a warm and fuzzy option. But as your client list grows, it can be harder to find the time to engage with each and every member in a meaningful way outside of class. And the undeniable strength of email as a marketing and retention tactic continues to gain traction, regardless of industry or business size.


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While it might not be the same as face-to-face, email opens up a world of possibility in terms of keeping your services top of mind with clients, as well as making them feel that they’re a part of your gym’s community. Because email marketing can be a somewhat murky area for the uninitiated, we’ve put together a host of resources, broken up into four categories that apply to owners like yourself. The articles below are from some of the best and brightest, and we hope you’ll take away something that makes you feel inspired to either start your first campaign, or ramp up your game a little!

Tips & Best Practices for Beginners

Forbes – 15 Email Marketing Tips for Small Businesses

kissmetrics – A Beginner’s Guide to Successful Email Marketing

Entrepreneur – The Ultimate Email Marketing Strategy for a Small Business in 7 Steps

Zapier – The Complete Guide to Drip Campaigns, Lifecycle Emails and More

Growing Your Email List

Campaign Monitor – How Bricks-and-Mortar Businesses Can Build a Customer Email List

verticalresponse – 29 Ways to Collect Email Addresses for Your Business

Email Marketing Software

Crazy Egg – 6 Email Marketing Software Reviews: Software for Every Budget

PC Magazine – How to Choose an Email Marketing Service for Your Small Business

buildfire – 20 of the Best Email Marketing Tools for Small Businesses

Retention-Focused Email Campaigns (it was a bit of a challenge to find articles on retention emails that could apply to gyms or bricks-and-mortar businesses, but we tried our best!)

Unbounce – Behavioural Emails that Keep Customers Coming Back (with Examples from My Inbox) 

Hubspot – 3 Awesome Emails to Increase Customer Retention

Marketo – 5 Email Marketing Strategies for Customer Retention

Take your time picking away at these, jot down some notes and try to have fun with it. Pay attention to which emails your members are responding to, and get some feedback from long-term clients. Email marketing isn’t a quick cash grab, but with time and patience, it helps you better engage with your clients and will help keep you in their heads even after they cool down and get on with their day.

Don’t miss our FREE email templates for engaging and retaining clients here!


[Free eBook] Grow Your Membership

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