3 Tips to Get More Out of Email
By Andy Swansburg
Forget everything you’ve heard about email being dead.
The truth is, email is one of the most effective marketing and retention tools at your disposal. You can expect to see a $44 return on every dollar you invest in email. Not bad, right? But it gets better. Unlike social media platforms with their ever-changing algorithms, you own your email list—and email marketing generates 174% more conversions than social media.
But email can be overwhelming—not to mention time consuming. It can be tempting to turn to Netflix before sitting down to assemble a campaign or newsletter after a busy day. But with these three tips, you can make your emails more effective and less time consuming (so you can get back to your latest Netflix binge sooner).
Email isn’t a one size fits all marketing solution. Getting personal through segmentation yields better results than sending one email to your entire contact list. Segmentation allows you to send personalized emails to different groups based on their interests and can increase click-through by more than 100%. Here are a few examples of how you might segment your list:
What you can try: Start by grouping your members separately from non-members. In your emails to members, make them feel appreciated and included. Use your emails to non-members to promote the benefits of a membership, including new member specials and intro offers.
Send emails regularly
Your customers want to hear from you—and often. In fact, more than 60% of customers want emails at least once a week. Even if a few unsubscribe, the number of opens and clicks will grow over time.
What you can try:
Try increasing your send frequency, until you’re sending at least one email each week. To save time, you might divide one long monthly newsletter into multiple weekly updates. Keep in mind that not all emails require selling
Send at the right time—with the right message
Make your lifecycle emails a top priority. Simply put, these are the emails you send at the most important moments of your customers’ journey, such as your first welcome email, new member emails, and membership anniversary emails. These are the moments that make or break a relationship with your customer.
Here are two email marketing mottos to live by:
- Don’t put on your sales hat. Good emails are about what your customer needs to know—not what you want to say. Be helpful in your emails.
- Focus on what your customers are thinking. Ask your customers what’s working and what’s not, so you can tailor your services to relieve pain points. Think of email as a communication tool, not a sales tool.
What you can try:
Every time you sit down to create a new email, ask yourself these questions:
- How do I want my customer to feel when they open this email?
- What do I want them to walk away with?
- How will this content help them?
- What action do I want them to take?
Make it Personal
- Members versus non-members
- Customers who have visited in the last 90 days versus customers who have not
- Customers that have taken bootcamp versus customers that have not
Consider using an email platform specifically for MINDBODY studios that handles both scheduled and automated emails. For example, BrandBot was built alongside studio owners and managers to simplify their marketing efforts.
The BrandBot and MINDBODY integration requires no mapping, making it easy to reach the right customers at the right time—so you can convert and retain more customers. Plus, when you sign up for BrandBot, you’ll get a free 21-day training.
Although this blog offers business advice, this content is for general informational purposes only—it is not intended to replace the guidance of a licensed legal or financial professional. Information created by third parties that we may link out to or feature on our site is not endorsed by us and remains the responsibility of such third parties. MINDBODY assumes no responsibility for errors or omissions in the content.