The biggest opportunity most BJJ gym owners miss is email marketing. I explain exactly why in this article, but email marketing is still the most effective and cheapest way to digitally market your gym.
It can be a reliable way to nurture new leads, retain current members, and ultimately, generate revenue for your gym.
Every major business has an entire team dedicated to email marketing, simply because of its ability to generate and maintain sales.
But most gym owners have no strategy or understanding of how to properly use email to grow their business.
They fall into the cycle of only sending business critical updates like schedule changes, or worse, sales promotions.
There is a better way to do email marketing, and you can start by understanding the 3 main types of emails your gym should send.
Automation Emails
Automated emails are your ticket to reaping the benefits without the demands on time and effort.
This type of email requires you to spend some time to set up in the beginning, but once they’re in place, they run automatically.
These emails can be used with new leads to start building the relationship instantly, build value and nurture the relationship, and ultimately get them to join your gym.
Automations can also be used to retain current members and collect testimonials and referrals on autopilot.
Read this article to learn the 3 automations you should be sending at your gym.
Campaign Emails
Campaign emails are not automated, but one-time emails that go out with new content every time. Examples are newsletters, announcements and updates, or value-based content emails.
This type of email demands more in terms of time and effort, however, is an essential part of business operations and should be sent regularly.
Campaigns can be used to build trust, create value, and deepen the engagement with your audience.
The bulk of your email marketing efforts should be spent on your campaigns.
Campaign emails should go out at least once a week, if not more. Subscribers won’t unsubscribe or be turned off by frequent campaign emails if they are consistently providing value.
Good campaign emails earn you the ability to send the final type of email, promotions.
Promotional Emails
The final email type is promotional or sales emails. These are sent infrequently with the sole purpose to convert buyers.
In most gyms, this is the most common email sent, however, these should only be sent a few times per year when sales or promotions are active.
Sending too many promotional emails will lead to your audience losing trust and unsubscribing.
When done correctly, however, in combination with automations and campaigns, strategic promotional emails can be a highly successful way to generate revenue in your business.
Send promotions at most once per month, only after sending value-based automations and campaigns.
Final Thoughts
When done right, email marketing can be the foundation of your business operations.
You can build instant trust and value with automations on autopilot.
Keep leads and members engaged with regular campaigns.
And easily convert sales with thoughtful promotional emails.
A good schedule cadence for emails is value email, value email, value email, sale email, repeat. This way you’re constantly providing value and building trust, and only asking for the sale once it has been built.
Next week, we’ll explore the different email segments you need in your business for effective email marketing.
If you need help with email marketing, contact us here.
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