Geoff owns a health club in a major metropolitan area. He’s poured his heart and soul into the business, investing in the best equipment, employing top-rate trainers, and providing a range of fitness classes to meet the community’s needs. However, when it comes to marketing, he’s stuck in a rut.

The club’s social media posts go unnoticed. Flyers get lost in the shuffle, and paid advertising seems to disappear down a dark, expensive hole. Geoff knows he needs to reach more potential members, but traditional marketing just isn’t doing it.

One day, Geoff was sitting at his desk, lamenting another failed social media ad campaign, when an email popped up on his screen from a competing fitness studio. It was personal, and professional, striking just the right balance between being informative and engaging. “Why didn’t I think of that?” he thought.

That moment of realization sparked a transformation. Geoff turned to email marketing—a powerful, yet underutilized tool in the health and wellness industry. He discovered the key to creating meaningful connections, increasing membership retention, and driving revenue through well-crafted emails.

In this article, we’ll explore how email marketing can be the game-changer your health club needs, just like it was for Geoff. You’ll discover actionable tips, expert strategies, and ready-to-use templates to start seeing the results you’ve been missing. No more frustration—only targeted, effective email marketing that drives success.

What is Email Marketing?

Definition of email marketing

Email marketing is a form of direct digital marketing that uses email to promote a business, product, or service. It helps create awareness among the target audience and drives organic traffic to the website, social media accounts, and establishment.

Email marketing allows your fitness club to segment based on demographics, interests, and status as lead, and then targeted emails are sent to segmented groups. These emails are designed to engage recipients with personalized content, build relationships, and encourage specific actions, such as making a purchase, signing up for a class, or sharing information with others. With the right strategy, email marketing can nurture leads, strengthen customer loyalty, and ultimately increase conversions and revenue. It’s an essential tool for businesses looking to build meaningful connections with their audience and stay top of mind in a competitive market.

Importance of email marketing for health clubs

Email marketing allows health clubs to build and maintain strong relationships with members. Personal connection is the lifeblood of the fitness industry. So is consistent motivation. Email allows clubs to stay connected with their community in a meaningful, personalized way.

Email marketing is an extremely cost-effective way to promote your health club, allowing you to reach a large audience with minimal investment.

In gym email marketing, there are two main types:

Inbound Marketing Inbound marketing involves emails sent to your existing members. These emails are designed to strengthen the bond with members by sharing valuable, relevant information they can use both in the gym and in their daily lives. It’s an opportunity to position yourself as a fitness resource while keeping members updated on new classes, events, and exclusive offers. These emails nurture loyalty and enhance members’ overall experience, building a sense of community and belonging.

Outbound Marketing, on the other hand, targets potential members. These recipients may have signed up through a lead magnet, visited your gym, entered a contest, or otherwise shown interest in your offerings. Outbound emails aim to guide these prospective members through a structured sequence of emails, gradually building interest, showcasing the benefits of your gym, and ultimately encouraging them to join. This approach helps turn curiosity into commitment by demonstrating value and establishing trust.

Getting Started with Health Club Email Marketing

Successful gym email marketing campaigns depends on clear goals, targeted messaging, and consistent engagement. Here’s a step-by-step guide to help you get started.

1. Define Your Target Audience and Goals

Start by identifying who you’re aiming to reach with your gym email campaigns. This will likely include current members, former members, and prospective clients who have shown interest in fitness. Segmenting your audience further—such as beginners, advanced members, or those interested in specific classes—can help tailor messages for maximum relevance.

Set clear goals for each email campaign. These may include increasing membership retention, driving class attendance, promoting personal training services, or bringing in new members. Each goal will influence your emails’ content, frequency, and design.

2. Identify Your Unique Selling Proposition (USP) and Key Messaging

Define what makes your health club unique. Is it specialized training programs, state-of-the-art equipment, certified trainers, or your unique community vibe? Once you’ve identified it, make sure your unique selling proposition (USP) is front and center. Craft key messages around your USP to highlight the benefits members will receive by choosing your club over the competition. Keep these messages consistent across emails to build brand recognition and loyalty.

3. Determine the Type of Content and Frequency

Decide what content you want to send based on your goals and audience needs. Common types of email content for health clubs include:

• Welcome emails for new members to introduce them to your club and resources.
• Class and event announcements to increase participation.
• Weekly or monthly fitness tips, blog highlights, or nutrition advice to keep members engaged.
• Exclusive offers such as discounts, free trials, or referral rewards.
• Progress reminders and motivation emails to inspire members to stay consistent.

Plan an email schedule that keeps members engaged without overwhelming them. A good rule of thumb is weekly or bi-weekly updates, with flexibility for special promotions or important announcements.

4. Choose the Right Email Marketing Software

Select an email marketing platform that fits your club’s needs and budget. Look for software with features that allow you to segment lists, create automated sequences, and personalize messages. Platforms like Mailchimp, Constant Contact, and ActiveCampaign are popular options, offering robust templates and analytics that make it easy to track the success of your campaigns.

To choose the best service for your needs, consider these six key factors:

1. Features – The platform should cover essentials like email list management, segmentation, and template-building tools.
2. Cost and Value – Pricing is often based on your list size; a service that’s affordable with a smaller list may become costly as your subscriber base grows.
3. Ease of Use – Look for a free trial or money-back guarantee to test user-friendliness. If the interface doesn’t feel intuitive, it might be worth exploring other options.
4. CRM and Marketing Automation – Choose software that includes both customer relationship management and marketing automation for a more comprehensive solution.
5. Email Analytics – The platform should provide in-depth, actionable analytics and reporting to help you refine your strategy.
6. Customer Support – Check user reviews to ensure the provider offers strong customer support when you need it.

Gymdesk provides all the powerful email and SMS features touched on in this article. Check out our marketing feature page or start your free trial below.

Segment your audience

Segmenting your email list is vital for building a stronger connection with your health club community. By organizing subscribers based on preferences, demographics, and individual fitness goals, you’re able to tailor your messaging to meet their unique needs. This increases engagement and loyalty.

Here’s a three-step strategy to implement audience segmentation:

1. Identify Key Segments: Group your audience by criteria such as workout preferences (e.g., beginner, advanced, cardio, free weights, etc), age groups, location, and fitness goals (e.g., flexibility, strength, weight loss). These segments will allow you to create content that resonates with each specific group.
2. Use Email Marketing Automation: With automation, you can send personalized messages automatically based on the segments you’ve set up. For instance, send new members a welcome series, share targeted workout tips based on their fitness goals, or provide updates on class schedules specific to their location.
3. Deliver Relevant, Valuable Content: Segmented emails have higher open rates and engagement because they address the individual interests of each group. Providing relevant content—whether it’s a quick workout for busy moms, a flexibility routine for beginners, or advanced techniques for experienced members—ensures your audience finds value in every email.

Email Marketing Campaign Ideas for Health Clubs

Lead generation email templates

Here’s how to optimize your lead generation emails to capture attention, drive engagement, and increase conversions:

1. Promotional Email for New Members
   • Subject Line: “Welcome to [Your Club Name]! Here’s an Exclusive Offer Just for You”
   • Body:
     • Greeting: Welcome to the [Your Club Name] community!
     • Introduction: We’re excited to help you start your fitness journey with us.
     • Offer: For a limited time, enjoy [discount or free trial offer] on your first month of membership!
     • CTA: [Button: “Claim Your Offer”] (links to the sign-up page or offer page)
     • Closing: We look forward to seeing you in the club soon!
2. Class/Event Invitation
   • Subject Line: “Ready to Level Up? Join Our [Event/Class Name] This [Date]!”
   • Body:
     • Greeting: Hi [First Name],
     • Introduction: We’re thrilled to invite you to our upcoming [event/class name]!
     • Details: This class focuses on [key benefits or unique aspects]. It’s perfect for [specific audience, e.g., “busy professionals” or “yoga enthusiasts”].
     • CTA: [Button: “Reserve Your Spot”] (links to the event registration page)
     • Closing: Don’t wait—spots fill up fast! See you there!
3. Monthly Fitness Tips & Offers
   • Subject Line: “Monthly Fitness Tips + Exclusive Offers Just for You”
   • Body:
     • Greeting: Hello [First Name],
     • Introduction: Staying motivated can be challenging—that’s why we’re here to help!
     • Content: This month’s tips focus on [theme, e.g., “building strength,” “boosting energy,” etc.]. Plus, we’re offering [mention any special discount or promotion].
     • CTA: [Button: “Check Out Your Offers”] (links to the offer page)
     • Closing: Let’s make this your best month yet!

When it comes to what you will include in the content of your email, here are some suggestions that have worked well for my gym  . . .

• Training Tips and Advice
• Fitness Myth Busting
• Fat Loss advice
• Nutritional Tips
• Motivational Content all
• Testimonials
• Fitness Industry News
• Fitness research

Tips for Effective Lead Generation Emails

• Segment Your Audience: Organize your list by member preferences and demographics to ensure you’re sending the right messages to the right people.
• Personalize and Target Content: Use member data (like workout preferences or past attendance) to deliver emails that resonate personally with each segment.
• Analyze Campaign Performance: Review metrics like open rates, click-through rates, and conversions regularly. Use these insights to adjust your strategy for better results and ensure that each email campaign is optimized for success.

Gym Email Marketing Templates

Onboarding email templates

Welcoming new members to your health club with a well-crafted onboarding email series is essential for helping them feel valued and informed. Each email should be warm, informative, and easy to follow, so they feel supported from day one.

1. Welcome Email
   • Subject Line: “Welcome to [Your Club Name]! Let’s Get Started on Your Fitness Journey”
   • Body:
     • Greeting: Hi [First Name],
     • Introduction: We’re thrilled to have you join the [Your Club Name] community!
     • Details: Here’s everything you need to get started, including our operating hours, amenities, and contact information for any questions.
     • CTA: [Button: “Explore Your Club”] (links to the member portal or club website)
     • Closing: Welcome again! We’re here to help you reach your goals.
2. Getting to Know Our Services
   • Subject Line: “Explore All [Your Club Name] Has to Offer”
   • Body:
     • Greeting: Hello [First Name],
     • Introduction: Did you know we offer [list a few top services: personal training, group classes, spa, etc.]?
     • Details: Whether you’re interested in [highlight a specific service] or just want to explore your options, our team is here to guide you every step of the way.
     • CTA: [Button: “Discover Our Services”] (links to a page with service details)
     • Closing: Feel free to reach out with any questions—our staff is here to help!
3. Encouragement & Support
   • Subject Line: “We’re Here to Support You!”
   • Body:
     • Greeting: Hi [First Name],
     • Introduction: How has your first week been? Remember, our team is here to support you every step of the way.
     • Details: If you have any questions or concerns about classes, equipment, or your fitness plan, just let us know. We’re only a quick message away!
     • CTA: [Button: “Contact Our Team”] (links to contact page or support email)
     • Closing: Wishing you a fantastic start to your fitness journey!

Tips for Effective Onboarding Emails

• Personalize the Welcome: Use the new member’s name and specific details relevant to their membership to make them feel valued.
• Provide Key Information: Share important club details, like hours, contact info, and service highlights, in a clear and friendly tone.
• Encourage Engagement: Remind them that your team is available to help and encourage them to reach out with any questions. This reassurance can boost their confidence and comfort in your club environment.

Promotional email templates

Promotional emails are a great way to encourage members to take advantage of personal training services. By emphasizing the benefits of personalized workouts and expert guidance, you can inspire them to invest in their fitness journey with your trainers.

1. Introduction to Personal Training
   • Subject Line: “Ready to Reach Your Goals Faster? Try Personal Training!”
   • Body:
     • Greeting: Hi [First Name],
     • Introduction: Looking to boost your results? Our certified trainers provide personalized workouts tailored to your goals.
     • Benefits: With one-on-one guidance, customized plans, and extra motivation, personal training can help you get stronger, fitter, and more confident.
     • CTA: [Button: “Book a Free Consultation”] (links to booking page or scheduling form)
     • Closing: Take the first step towards achieving your best results—reserve your consultation today!
2. Highlighting Success Stories
   • Subject Line: “Transform Your Fitness Journey with Our Trainers!”
   • Body:
     • Greeting: Hello [First Name],
     • Introduction: Want to know how personal training can make a difference? Meet [Member Success Story], who [brief summary of their success, like “lost 10 pounds” or “built strength and confidence”].
     • Benefits: Our trainers are dedicated to helping you reach your goals with expert support and personalized workouts.
     • CTA: [Button: “Start Your Transformation”] (links to the booking page)
     • Closing: Ready to start your own success story? We’re here to help every step of the way!
3. Limited-Time Offer
   • Subject Line: “Special Offer: Get 20% Off Your First Personal Training Session!”
   • Body:
     • Greeting: Hi [First Name],
     • Introduction: Take advantage of our special offer—20% off your first personal training session! Now is the perfect time to try it out.
     • Benefits: With expert trainers, customized workouts, and real results, personal training can help you reach new levels in your fitness journey.
     • CTA: [Button: “Claim Your Discount”] (links to offer page or booking form)
     • Closing: Don’t miss out! This limited-time offer won’t last long.

Tips for Effective Promotional Emails

• Highlight Key Benefits: Emphasize benefits like personalized attention, faster progress, and accountability that personal training offers.
• Include a Clear Call-to-Action: Encourage recipients to book a session or consultation with clear, clickable buttons.
• Use Member Success Stories: Show real results by sharing member testimonials or success stories to inspire potential clients.

Re-engagement email templates

Re-engagement emails are an excellent way to reconnect with inactive members and encourage them to return to your health club. By offering incentives and personalizing the message, you can spark interest and motivate them to get back on track.

1. We Miss You!
   • Subject Line: “We Miss You at [Your Club Name]!”
   • Body:
     • Greeting: Hi [First Name],
     • Introduction: It’s been a while since we last saw you, and we miss having you around! We’d love to help you restart your fitness journey.
     • Offer: To welcome you back, we’re offering a free personal training session to help you get back into the swing of things.
     • CTA: [Button: “Claim Your Free Session”] (links to booking page)
     • Closing: We’re excited to help you reach your goals. Let’s get started!
2. Exclusive Re-Joining Offer
   • Subject Line: “Special Offer: Rejoin Us and Save on Membership!”
   • Body:
     • Greeting: Hello [First Name],
     • Introduction: We understand life gets busy, but your fitness goals are important. To make it easier to return, we’re offering 20% off our membership package for a limited time.
     • Benefits: Our club is ready to support you with a range of services, from personal training to group classes, to fit your schedule and goals.
     • CTA: [Button: “Rejoin and Save”] (links to sign-up page)
     • Closing: Don’t miss this chance to come back and enjoy the journey with us!
3. Personalized Fitness Check-In
   • Subject Line: “Let’s Get Back on Track Together, [First Name]!”
   • Body:
     • Greeting: Hi [First Name],
     • Introduction: We’d love to hear how you’re doing and help you pick up where you left off! Our trainers can work with you to create a plan tailored just for you.
     • Offer: Reconnect with us and enjoy a complimentary fitness assessment to get started.
     • CTA: [Button: “Book Your Assessment”] (links to booking page)
     • Closing: Let’s make your return to fitness as smooth and motivating as possible!

Tips for Effective Re-engagement Emails

Personalize the Message

Address members by their first name and, if possible, mention specific experiences they’ve had with your club, such as a class they previously attended or a milestone they reached. This personal touch shows that you value their unique journey, making the email more tailored and relevant.

To personalize your messaging further, consider segmenting re-engagement emails by member type, such as past regulars versus occasional visitors.

Offer an Incentive

A special offer, such as a free class, a discounted month of membership, or even a complimentary wellness consultation, can motivate members to return.

Make the incentive time-sensitive to encourage quicker action. For example, you might say, “Claim your free class within the next 7 days!” to create a sense of urgency.

Encourage Immediate Action

Use clear, prominent call-to-action (CTA) buttons that lead directly to booking, registration, or account reactivation. Phrases like “Reserve Your Spot,” “Redeem Your Offer,” or “Join Us Again” can create a sense of excitement and make it easy for members to take the next step.

To simplify the process, ensure that any links or buttons are mobile-friendly and lead to landing pages that make signing up or booking a session quick and convenient.

Essential Components of a Gym Email Marketing Campaign

A successful gym email marketing campaign requires engaging subject lines, visually appealing design, compelling calls-to-action (CTAs), and strategic personalization. Here’s how each component contributes to a powerful email strategy:

Subject Lines

• Keep It Short and Eye-Catching: Aim for concise subject lines that grab attention quickly and fit well on mobile screens.
• Use Action-Oriented Language: Start with verbs like “Discover,” “Join,” or “Unlock” to encourage immediate engagement.
• Add a Personal Touch: Personalizing subject lines with the recipient’s name or referencing their membership type can increase open rates and build rapport.

Email Design

• Clean and Simple: Your health club’s brand will be reflected in a sleek, professional design that is easy to navigate.
• Mobile Optimization: Ensure that your emails are mobile-friendly and look great on all devices, with readable fonts and responsive layouts.
• Engaging Visuals: Use high-quality images or short videos of club facilities, classes, or trainers to make the email visually appealing and highlight what sets your gym apart.

Call-to-Action (CTA)

• Clear and Prominent: Place a single, strong CTA button (e.g., “Book Your Free Session” or “Join a Class”) prominently within the email to guide readers toward a specific action.
• Relevant and Actionable: Ensure the CTA is directly related to the email content, whether it’s booking a class, signing up for a consultation, or exploring a membership offer.
• Traffic Generation: Link your CTAs to your website, social media, or booking platform to drive traffic and conversions.

Personalization

• Make It Personal: Use the recipient’s name in greetings and customize content based on their interests or history with your gym.
• Tailored Content: Segment your email list based on preferences, such as workout goals or membership types, to ensure each recipient receives content relevant to them.
• Dynamic Content: Leverage automation to send personalized recommendations (like class schedules or training tips) based on subscriber behavior, such as attending specific classes or engaging with previous emails.

Effective Email Campaigns for Health Clubs

Data and opt-ins

Your successful gym email marketing strategy is totally reliant on an engaged email list. Collecting emails responsibly and understanding data regulations ensures that your campaigns are successful and legally sound.

Get Permission

Make sure you have permission to send emails to your subscribers. Use a double opt-in process where subscribers confirm their intent to join your list by clicking a link in a verification email. This reduces the chances of spam complaints and ensures you reach people who genuinely want to hear from you.

Use Opt-In Forms Strategically

Opt-in forms should be easy to find on your website and offer something valuable, such as a free class pass, fitness tips, or a membership discount, to encourage people to sign up. Place forms in high-traffic areas on your site and use them at various points in the member journey (e.g., during sign-ups or after-class bookings). Segment your list based on the data you collect—such as fitness goals, location, or class preferences—to ensure tailored, relevant messaging.

Stay Compliant with GDPR and PECR

Compliance with data protection laws is crucial, especially if you have subscribers in the European Union. The General Data Protection Regulation (GDPR) and Privacy and Electronic Communications Regulations (PECR) set guidelines on how personal data can be collected and used. Ensure your opt-in forms clearly state how subscriber data will be used, include links to your privacy policy, and give users an easy way to unsubscribe.

Automate email marketing journeys

Automating email marketing journeys lets you engage members with timely, personalized messages without constant manual effort. Here’s how to get the most from automation:

Use Automated Sequences for Timely, Personalized Messages

Automated email sequences let you send messages based on a member’s actions or preferences. For example, you can set up emails to go out when a subscriber joins, completes a class, or even after a period of inactivity. This personalization makes your messages more relevant and keeps members engaged, increasing the likelihood they’ll stay connected to your club.

Welcome New Members with Introductory Sequences

A well-crafted welcome sequence sets the tone and introduces new members to your health club’s offerings. Start with a warm welcome email, followed by messages sharing club amenities, introducing trainers, explaining class offerings, and including helpful tips for making the most of their membership. You can also highlight special classes, rewards programs, or any events they won’t want to miss.

Save Time and Energy Through Automation

Automation streamlines your email marketing, letting you stay in touch with members without daily effort. Use templates and workflows to handle tasks like birthday greetings, membership renewal reminders, or follow-up surveys. This automation saves valuable time, so you can focus on in-person member experiences while ensuring email engagement stays consistent.

Measure success

Track Key Metrics

Key performance indicators (KPIs) like open rate, click-through rate (CTR), and conversion rate provide insight into how well your emails perform. The open rate shows how many people are engaging with your subject lines, CTR indicates the effectiveness of your email content, and the conversion rate measures how many subscribers complete a desired action, such as signing up for a class or membership..

Optimize with A/B Testing

A/B testing, or split testing, lets you experiment with different elements of your emails, such as subject lines, call-to-action buttons, images, or even send times. By testing variations with a small portion of your audience, you can determine which version performs better and apply the winning approach to the rest of your list. Regular A/B testing helps you make data-driven decisions that boost engagement and effectiveness.

Refine Your Strategy Through Data Analysis

Analyzing your campaign data regularly allows you to fine-tune your approach. Look for trends and patterns in engagement, such as which types of content get the highest response or which segments of your audience are most active. Use these insights to adjust your messaging, frequency, and content themes to align with your subscribers’ preferences and improve overall campaign performance. 

Gym Email Templates

New gym member welcome email template

Welcome new members to your gym with a warm, personalized email that sets a positive tone for their journey with you. This email should make them feel valued, provide essential information, and encourage them to engage with your team.

Subject Line:
Welcome to [Gym Name]! Let’s Get Started on Your Fitness Journey!

Email Body:

Hi [Member’s First Name],

Welcome to the [Gym Name] family! We’re thrilled to have you with us and can’t wait to support you in reaching your fitness goals.

To help you get started, here’s some essential information:

• Gym Services: From group classes to personal training and wellness workshops, we offer a variety of services to suit your preferences. Let us know what interests you, and we’ll help you make the most of your membership.
• Hours:
  • Monday-Friday: 6:00 AM – 10:00 PM
  • Saturday: 8:00 AM – 8:00 PM
  • Sunday: 8:00 AM – 6:00 PM
• Contact Us: If you have any questions or need assistance, feel free to reach out to our team at [email address] or call us at [phone number].

Your success is our priority, so please don’t hesitate to contact us with questions, concerns, or feedback. We’re here to help you every step of the way!

We look forward to seeing you at the gym soon. Let’s get started on this exciting journey together!

Warm regards,
The [Gym Name] Team

Group fitness class update email template

Keep your members engaged and excited with regular updates on group fitness classes. This email should highlight new class offerings, changes to the schedule, and encourage members to explore different options and bring friends along.

Subject Line:
New Classes & Updated Schedule at [Gym Name] – Try Something New!

Email Body:

Hello [Member’s First Name],

We’re excited to share our latest updates to the group fitness schedule at [Gym Name]! Whether you’re looking to build strength, improve flexibility, or simply have fun, we have something new for everyone. Check out our latest classes and find the perfect fit for your fitness goals!

New & Updated Classes:

• [Class Name]
  Description: [Brief description of the class, e.g., “An energizing, full-body cardio workout designed to get your heart pumping and build endurance!”]
  Time: [Days and times, e.g., Mondays at 6:00 PM and Thursdays at 9:00 AM]
  Location: [Room or area of the gym, e.g., Studio A]
• [Class Name]
  Description: [Brief description, e.g., “Focus on core strength and stability in this Pilates-based class that’s great for all fitness levels.”]
  Time: [Days and times, e.g., Wednesdays at 7:00 PM and Saturdays at 10:00 AM]
  Location: [Room or area, e.g., Studio B]

Try Something New!

We encourage you to explore different classes and discover new ways to stay active and motivated. Bring a friend along—fitness is always more fun together! For more information on our full class schedule, visit our website or ask our team at the front desk.

See you in class,
The [Gym Name] Team

Gym member appreciation email template

Show your appreciation to loyal gym members with a personalized email acknowledging their dedication and commitment. Offering exclusive discounts or promotions is a great way to add value, and encouraging members to share their fitness journey fosters a supportive community.

Subject Line:
Thank You for Being a Part of the [Gym Name] Family!

Email Body:

Hi [Member’s First Name],

At [Gym Name], we want to take a moment to express our gratitude for your commitment to health, fitness, and our community. You inspire us every day, and we’re proud to have you as part of our gym family!

To show our appreciation, we’re offering you an exclusive reward:

Exclusive Offer Just for You!

• [Discount or Promotion]: [e.g., “Enjoy 20% off your next personal training session” or “Get a free guest pass for a friend on your next visit.”]
• Valid Until: [Expiration date, e.g., “Offer valid through the end of the month.”]

Share Your Fitness Journey!

We’d love to celebrate your progress and achievements! Share your story, tips, or milestones with us, and you could be featured on our social media or in our monthly newsletter. Let’s inspire others to keep pushing toward their goals!

Thank you again for being such an important part of our community. We’re here to support you every step of the way!

With appreciation,
The [Gym Name] Team

Best Practices for Health Club Email Marketing

Email list building

Build an email list by collecting email addresses from your website, social media, and in-person events.

Use opt-in forms to collect email addresses, and segment your list to target specific demographics, like members interested in personal training or group classes.

Comply with GDPR, PECR, and other data protection regulations by ensuring that subscribers explicitly agree to receive your emails, and offer clear opt-out options.

Regularly clean and update your list to remove inactive subscribers and ensure your audience is engaged.

Email engagement

Personalize Your Emails

Address subscribers by their first name, and tailor messages to their unique interests, such as fitness goals or class preferences.

Use data such as recent activity, membership status, or previous purchases to make emails feel specific to each individual. For instance, you might send a follow-up email to a member who recently attended a yoga class, inviting them to a special yoga workshop.

Use Dynamic Content

Incorporate dynamic content that changes based on subscriber behavior, preferences, or demographic details. This can include recommending classes similar to those a subscriber has attended or promoting offers based on past purchases.

Leverage automation tools to track engagement patterns and automatically adapt email content accordingly, creating a seamless, tailored experience.

Include Compelling CTAs

Drive engagement by including clear and enticing calls-to-action (CTAs) that encourage subscribers to explore more. Use action-oriented language, such as “Reserve Your Spot” or “Claim Your Free Pass,” to inspire clicks.

Place CTAs strategically throughout the email to guide readers naturally toward the next step, whether that’s visiting your website, signing up for a class, or following your social media channels for more updates.

Encourage Interaction

Make your emails interactive by including polls, quizzes, or feedback requests to engage subscribers and learn more about their preferences. For example, a quick survey asking members about their favorite fitness activities can help you segment and target future emails more effectively.

Include social sharing options to encourage members to share exciting updates or offers with friends, expanding your club’s reach.

Mobile-Friendly Emails

Optimize for Mobile Readability

• Ensure your emails are fully responsive so they display well on any device, particularly mobile phones, where many subscribers read them. Keep the text concise and use a single-column layout to improve readability on small screens.
• Use larger font sizes for headers and body text to make reading easier, and leave ample spacing between sections for a clean look. Shorten subject lines to 30–40 characters to ensure they’re visible on mobile screens.

Keep the Design Clean and Branded

• Use a simple, uncluttered design that reflects your health club’s brand. Stick to your brand colors and fonts to create a cohesive look that’s easy to recognize.
• Don’t crowd too many elements or blocks of text into one email. Use headers, bullet points, and white space to break up the content so visitors can quickly find what’s most relevant to them.

Incorporate Engaging Visuals

• Add images and videos to make your emails more dynamic and visually engaging. Include photos of club facilities, upcoming classes, or instructors to give readers a feel of what to expect.
• Use video clips or GIFs to highlight new equipment, workout tips, or event previews, which can capture attention quickly and encourage clicks. Optimize visuals for mobile for mobile by using compressed file sizes that load quickly without sacrificing quality.

Prioritize Accessible and Clickable CTAs

Make sure all call-to-action (CTA) buttons are large and easy to tap on mobile screens. Don’t place CTAs too close together, as this can make it difficult to click on a smaller screen.

• Use color contrast to make CTAs stand out. Stick with action-oriented phrases like “Book Now” or “Join Us.”

Engage Subscribers with Questions

• End your emails with a question to spark interaction. For example, after offering a nutrition tip, ask your subscribers what they plan to have for dinner. Encouraging these small engagements helps members feel more connected to your gym’s community.

Seasonal or Event-Based Campaigns

• Create email marketing campaigns tied to the season or significant events. For instance, you could promote a Combine challenge leading up to the NFL Combine, where members compete in six events.
• Each email could focus on training tips for a specific challenge, like the 40-yard dash or the 225-pound bench press. This campaign would be especially appealing to your football-loving members aged 18-35, providing them with tailored content that aligns with their interests.

Measure the Success of Your Email Marketing Campaign

Typical KPI benchmarks for health clubs

These are industry standard numbers for key performance indicators (KPIs):

• Open Rate: 20-30%
• Click-Through Rate (CTR): 10-20%
• Conversion Rate: 5-10%
• Bounce Rate: 5-10%
• Unsubscribe Rate: 1-5%

These benchmarks provide a solid starting point for evaluating how your health club’s email marketing efforts compare to industry standards. By regularly monitoring these metrics, you can make data-driven adjustments to improve engagement and retention.

Click-Through Rate (CTR)

Track the number of clicks on your call-to-action (CTA) buttons to assess how well your email content drives engagement.

Use A/B testing to optimize CTAs by experimenting with different wording, button colors, or placements. Testing variations can reveal which formats resonate best with your audience.

Analyze your data regularly to identify trends and refine your email marketing strategy based on what drives the most clicks and engagement.

Open Rate

Monitor the number of times your emails are opened to understand how well your subject lines and preheaders capture attention.

Optimize subject lines and preheaders by keeping them concise, relevant, and engaging. Personalization, emojis, and clear value propositions can also help boost open rates.

Review and analyze data on open rates to identify patterns, such as the best times to send emails, which can guide future campaign timing and content choices.

Conversion Rate

After clicking a CTA, track conversions to determine how many recipients complete a desired action, such as signing up for a class or redeeming a promotion.

A/B test different CTAs and landing pages to maximize conversions, adjusting factors like CTA phrasing, page layout, or form length to see what encourages more users to take action.

Analyze conversion data to continuously refine your approach, tailoring future emails to focus on what drives the most meaningful outcomes.

Bounce Rate

A high bounce rate may indicate issues with your email list, such as outdated or invalid addresses. Clean your list regularly to ensure that emails reach active, engaged subscribers.

Separate hard bounces (invalid emails) from soft bounces (temporary issues) to better understand and address the cause, improving deliverability over time.

Unsubscribe Rate

Track unsubscribe rates to gauge how well your content aligns with subscriber expectations. A sudden increase could signal that content frequency or relevance needs adjustment.

Use exit surveys or feedback forms to understand why subscribers are leaving, which can provide valuable insights for refining content and segmentation.

Common Email Marketing Mistakes to Avoid

Sending BCC Emails

Avoid sending emails using the BCC field, as it can appear unprofessional and often triggers spam filters. People may also think they’re receiving a generic message, which can reduce engagement.

Use email marketing platforms with segmentation features to personalize emails for different subscriber groups. This targeted approach builds a stronger connection with your audience.

Leverage automation tools to streamline your email-sending process, saving time while maintaining a personal touch in each email.

Lengthy Emails

Keep emails short and to the point; lengthy messages can overwhelm readers and reduce engagement. Aim for clear, concise content that is easy to browse, especially on mobile devices.

Use a clean, branded design with headers, bullet points, and white space to improve readability. Stick to a single focus or CTA to prevent overcrowding the message.

Include images and videos to break up text and make emails more visually appealing. For example, use short workout clips, instructor intros, or facility photos to add value without adding too much text.

No Incremental Value

Ensure each email delivers something valuable to your subscribers, such as helpful tips, exclusive offers, or updates they care about. Don’t send emails that provide no new information or serve no purpose.

Use personalization to make emails relevant, such as recommending classes based on past attendance or sending tailored promotions to different subscriber groups.

Include dynamic content that adapts based on subscriber behavior and preferences so emails feel customized and offer value with each send.

Not Using A Personal Greeting

Starting an email with a generic greeting like “hi,” “hello,” or “hey” without the recipient’s name can make your message feel impersonal and detached. This lack of personalization can cause the email to seem like just another random message, increasing the chances it’ll be dismissed as spam. Most email automation tools offer simple options to add each recipient’s name to the greeting—take advantage of this feature to create a more engaging and personalized experience.

Failing to Deliver Added Value

It’s essential to ensure that each interaction with your members or potential members offers meaningful value. Simply sending messages that say, “Hi, buy this from me,” can quickly cause them to lose interest. Instead, focus on sharing content that genuinely benefits them, whether it’s tips, exclusive insights, or useful offers.

Conclusion

Implementing the email marketing strategies we’ve explored in this article to your fitness business will help you deepen the connection with your members, boost engagement, and drive long-term loyalty. By focusing on personalization, mobile-friendliness, valuable content, and careful performance tracking, you can create email campaigns that resonate with your audience and support your club’s growth goals.

Ready to elevate your email marketing game? Copy and paste our free email templates to get started today!