The low cost and relatively high effectiveness of email have seen the fitness club industry adopting email as a cornerstone component in their marketing arsenal for a number of years now. This communication tool is commonly utilized to increase member engagement, build a stronger club community and inform key stakeholders on the happenings around the club to improve client-club relationships.

When carried out effectively, the cost-effectiveness and notable benefits of having a strong email strategy can rival those of many of today’s most popular marketing platforms – from social media and influencers to traditional print media.

The problem is that …

Now the foundations of your strategy are in place, it’s time to start writing your emails and planning when to send them to ensure they are effective. As with all marketing, the content of your emails should be closely aligned to the needs of your audience to ensure you gain the attention and interest necessary to get them to follow through with your desired action (your goal).

Writing an effective email for your member depends heavily on the goal you are aiming to achieve and the audience you are targeting. If your goal is to achieve conversions from your email …