As a fitness or wellness business owner, going the extra mile of engaging with your customers outside the four walls of your studio or office plays an important part in increasing brand awareness and strengthening your customers’ loyalty in the long run. 

Sending out email newsletters or Electronic Direct Mails (EDM) are an effective way of staying connected with your customers and keeping them engaged. Email marketing is one of the most cost-effective e-marketing tools, and when executed well, it’s also one of the easiest and most effective ways of delivering content through to your target audience. 

Today we share 5 tips to help you craft successful and effective newsletters! 

1. Build a database of contacts 

Creating quality e-newsletters with quality content requires lots of time and effort, so before sending them out, it makes it worthwhile if you’ve built a solid mailing list of contacts before blasting it out. With the existence of spam email being delivered to inboxes on the daily, people are becoming more and more hesitant to share their email address. 

Tips for developing a mailing list: 

• Increase the chances of snagging contact details by offering an incentive for joining the mailing list. This can be done by offering incentives such as a free consultation/treatment/class, attractive discounts or valuable and downloadable such as a short e-book or workout plan. 

• Only ask for information that you need in your sign-up form to make it as quick and easy as possible for visitors to sign up. 

• Avoid being too in-your-face with popup sign-up forms as this has the potential to increase bounce rates and reduce visits or time on site. This could ultimately affect your website’s SEO.

2. Write enticing subject lines that are short and sweet

People receive a mountain of emails every day, and even if subscribers sign up to receive your newsletters, there’s no guarantee that they will open them once they show up in their inbox. To increase the chances of people clicking through to your newsletter, your subject line should be relevant, yet compelling. Put yourself in the shoes of the receiver and ask yourself, “Would I be curious to open an email with this subject line?”. 

Tip: Using Emoji’s are also a fun way to make your email stand out within a sea of text in someone’s inbox. 

Take note that email subject lines will get cut off in an inbox if they’re too long - this is particularly true on mobile devices. You should keep this in mind when writing your titles and keep them less than 50 characters to make sure people scanning through their inbox can read your entire subject line.

3. Make your newsletter mobile-friendly

Data from Statista shows that in Asia, mobile Internet traffic made up a total of over 60% of all Internet traffic. These statistics are an indicator of how critical it is to make sure that marketing efforts should be put on making the experience of viewing your newsletter seamless on portable devices such as mobile phones. 

There are a few ways you can go about ensuring this: 

• Use single-column templates that can be seamlessly displayed on a mobile device 

• Increase font size so content can be easily read on smaller screens - people will click away before even having to squint and strain their eyes to read newsletters 

• Ensure that your call-to-action buttons are obvious and easy to tap 

• Avoid using photos that are too big (or use platforms that automatically optimise image sizes for mobile) so that you can reduce load time on

4. Keep your copy simple and share valuable content 

People won’t bother scrolling through newsletters that they think are not worthy of their time and attention. In fact, if this thought even crosses their mind, they’re most likely to unsubscribe. Avoid this happening by ensuring that you’re sharing educational, valuable and relevant content throughout your newsletter. Use attractive headlines that will pique readers’ interest immediately and keep your copy simple and compelling. If you do this, readers who briefly scan through the newsletter are more likely to read through to the end, stay subscribed and take actions that you want them to! 

5. Track and analyse 

One of the greatest advantages of digital marketing is that it provides a plethora of data and analytics that you can use to guide your future marketing decisions and strategies. Use this to your advantage. After sending out newsletters, track its performance by monitoring metrics such as open rates and click-through rates. Use this information to have a better understanding of what works well or not so well so that you can tweak your strategies and constantly improve your newsletters. 

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Core Collective is building centres of excellence where the top fitness and wellness professionals collaborate to deliver better service and results for our customers, all under one roof. We help fitness and wellness professionals and businesses grow by providing best-in-class support services and facilities, and by fostering collaboration and professional development opportunities. 

If you’re a fitness or wellness professional or business owner looking for a space to conduct, relocate or expand your business, come take a tour of our space. If you’re a wellness professional and would like to book a tour please click here. For Personal Trainers, click here. For group class instructors, click here.