5 Email Marketing Tips for Gym Operators

For Gym Operators

5 Email Marketing Tips for Gym Operators

Despite what you may have heard, email marketing is far from dead.

While digital marketers now have to take into account search engine and social media advertising, email marketing is still a great way to communicate with your existing members about upcoming promotions and offers. In fact, it’s a great low-cost form of direct marketing.

The email marketing tips below will help you kick off your own marketing program to benefit your fitness facility.

1. Gathering email addresses

Seven out of 10 people admit to redeeming a coupon or offer they've received via email, according to a 2012 Blue Kangaroo study. The reason why email marketing is so effective compared to traditional forms of direct marketing is because you’re communicating to people who already know about the topic they’re interested in or care about.

Train your staff to ask for email addresses when they register new members. To collect email addresses of your existing members, have a sign-up sheet available at the front desk and have the front desk staff ask if members would like to stay updated as they come in.

Be sure to let your members know what they are signing up for: nutrition tips, workouts of the day, updates on gym hours, new class schedules, or perhaps special limited time offers.

2. Find an email service

Next, it’s important to work with a reputable email service provider. Why? Email service providers will not only make sending out emails easier, but also can be a great partner in making sure you maintain important CAN-SPAM laws.

Service providers like MailChimp or Constant Contact provide reporting so you can see how your emails are being received by members. You can even see which days and times work best to send an email to members to make sure they see it.

3. Create your layout

Email Template PrecorExample of an effective email with a clear, single call to action.


It’s easy to want to include a lot of information for members on your first email, but the “KISS” method works best in email marketing. Keep your layout and message short and brief - straight to the point.

It’s important to provide an offer or call to action for your members to click on. For example, if it’s a limited offer on personal training or tanning, provide them with a link so that they can sign up right away rather than later, when they might forget about it.

4. Be sure to give your members a way to opt out

Your inbox may flood with emails from colleagues, staff, friends, family, and most of all, promotional emails from other companies. Some are emails you’ve consciously signed up for, while some you’re not sure where they came from.

Remember, your members likely feel the same way. So give them a way to unsubscribe from your email communications if they no longer wish to receive them. Be respectful of how often you’re communicating to your members, as well as what you’re sending them.

5. Track



It’s always important to know your return on investment. All email services provide you with a report on the following statistics to help you make more informed marketing decisions and optimize each email.

  • Open Rate: Open rates are simply the percentage of members who opened your email. To calculate, take the number of members who opened your email divided by the total number of members who were sent the email. A great open rate to strive for is 20 percent.
  • Click Through Rate (CTR): Once you’ve achieved a great open rate, the next thing to track is your click through rate, or simply how many people clicked on your call to action. Aim for a CTR of 2 to 3 percent.
  • Opt Outs: It’s important to pay attention to how many members opt out or unsubscribe from receiving future emails from you. It’s a good way to find out whether you’re emailing too often or perhaps not e-mailing relevant information. If opt outs start to go above 1 percent, then  it may be time to go back to the drawing board and re-evaluate your marketing plan.

With careful planning and execution, email marketing can generate more business and improve the overall experience your members will have with your facility.

You can get started today by downloading these three ready-made email marketing templates for fitness professionals.

And don’t forget to sign up for our newsletter to receive more tips on how to improve your business, fitness trends, and industry insights!

Author Information

Liz Tran-Wong
Liz Tran-Wong's picture

Liz is an Orange County girl living in Seattle. She enjoys cooking, running, hiking, and tasting local craft beers.

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Joined: 09/14/2015 - 13:40