Seven Common Email Marketing Mistakes Fitness Studio Owners Make and How to Fix Them
One of my regular tasks with boutique fitness studio owners is to help them build and market their campaigns and events. I see a few mistakes regularly that you can learn from in your own studio. Let's work through them individually so you can send campaigns that bring in sales, fill events, and convert clients.
Mistake One: Short runways
Research shows that you need 2-4 weeks for small, internal events and 4-8 weeks for larger, more expensive campaigns or those marketed to a cold outside audience. How much time do you give your marketing to reach prospects successfully? I often encounter 7-12 day runways with disappointed studio owners who aren't sure why their campaigns aren't converting. Usually, it's a runway problem.
Mistake Two: Too much noise
If your goal is to run multiple events or sales each month, great, but they should be introduced on their own the first time (or two) you present them. Too many flash sales, events, and offers each month will inevitably exhaust your prospect pool resulting in poor sales and attendance for everything. If that sounds like your situation, detox your event schedule by focusing on one notable event per month until it takes hold. Then, introduce additional events or announcements.
My favorite cadence for marketing is one regularly scheduled newsletter (I aim for the first Tuesday of the month as long as it doesn't fall on the first -i.e., June 1st- to avoid being one of one hundred emails in their inbox) and one longer campaign strategy each month.
Mistake Three: Giving Up Too Easy
We tend to under-communicate our sales and promotions because we don't want to "bother" anyone. I struggled with this and even worked with a coach to overcome it. The reality of email marketing is most people on your list don't read your emails. The average open rate in our industry is 15%-30%, which means that a small fraction of your email list is actually receiving your messaging. The number of times it takes a potential buyer to see your marketing before making a purchase varies widely depending on multiple factors, including the individual, the product or service offered, and the overall marketing strategy employed. I often recommend three targeted emails for small purchases or internal events and at least five for large purchases or cold audiences.
Mistake Four: Lack of Personalization
When surveyed, 76 percent of consumers said that early access to sales would make them more likely to buy, and 69% would be more likely to buy if the promotions were personalized. Segment your list, trial different subject lines, and include your client's name in the subject. There are excellent AI subject writing programs that you can try- use your resources to get those emails opened!
Mistake Five: All Your Eggs in One Basket
Crafting an effective promotional campaign requires balancing providing valuable information and not overwhelming your subscribers with excessive communication. It's true that email is still the king of campaigns, but you have other resources at your fingertips. Social media stories, in-class announcements, fliers at the desk, bombbomb.com videos, phone calls, and personalized texts should all be a part of your marketing strategy, depending on what you're selling. How often have you sent a newsletter and fielded questions from clients who swore they didn't get it? By varying your communication points, you're more likely to reach most of your audience.
Mistake Six: No Strategy
Clearly define your campaign goals before determining the number of emails to send. Are you promoting a special event, introducing a new class, or offering discounts? Understanding your objectives will help you plan a more targeted and effective campaign. And although there is no perfect strategy to ensure your campaign lands, research and marketing experts have found:
The rule of seven: suggests that a potential buyer needs to see or hear your marketing message at least seven times before they take action. This emphasizes the importance of repeated exposure to build familiarity and trust with your brand.
The complexity of the offer can influence the number of touchpoints required. For simple and low-cost items, a potential buyer might need fewer exposures to purchase. However, additional interactions may be necessary for more complex or high-ticket offerings to address questions, build trust, and overcome any perceived barriers.
Understanding your target market and buyer persona is crucial. Different demographics and consumer behaviors can influence the number of interactions needed to convert a potential buyer. Younger, tech-savvy audiences may be more receptive to online advertising and social media promotions, while older demographics might require a mix of digital and traditional marketing channels.
Building relationships with potential buyers through various marketing touchpoints can positively impact their decision-making process. Engaging content, personalized messages, and consistent brand presence can increase the likelihood of conversion over time.
The quality and effectiveness of your marketing touchpoints also play a significant role. If the messaging, design, and value proposition are compelling, it can accelerate the buyer's journey and reduce the number of touchpoints. However, if the marketing efforts are inconsistent, irrelevant, or lack a clear value proposition, it may take more interactions to convince a potential buyer.
Mistake Seven: Set it and Forget it
Don't underestimate the power of data-driven decision-making. Test different email frequencies and monitor your campaign's performance. One of my favorite expressions is, "If you want different results, take different actions," and it's true for marketing. The industry is constantly changing, so analyze metrics such as open rates, click-through rates, and conversions to gauge the impact of your emails.
Finding the perfect balance between too few and too many emails in a promotion campaign is dynamic. It requires understanding your audience, setting clear campaign goals, and constantly monitoring and adapting based on data-driven insights. Quality content, targeted segmentation, and personalized approaches are the pillars of a successful email marketing strategy. You can fill those events and sell out your campaigns when you get it right. Lastly-remember, one email isn't a campaign- it's a newsletter!
