Knowing how to re-engage email subscribers can be a powerful way to increase gym revenue. It allows you to tap into an audience who have already expressed an interest in your offering. By sending a few carefully worded emails, you can boost membership sign-ups and secondary spend too.
In this article – we explain how to re-engage email subscribers and turn them into paying customers.
Perhaps you have a decent sized email list but low open-rates. Or your subscribers haven’t heard from you in a while. If you don’t send emails consistently, then your audience can quickly lose interest. But that doesn’t necessarily mean that you’ve lost them forever.
There are tried and tested ways of re-engaging an old email list. If you haven’t sent any emails for some time or want to target people who didn’t purchase initially, then here’s what to do…
1 – Define An Email Segment
The first step is to separate your unengaged subscribers from your raving fans. You don’t want to send unnecessary emails to people who are already engaged customers. In order to target the unengaged subscribers specifically, you’ll need to create a segment. This is a sub-group that meet criteria that you define. They could be people who…
- Enquired but didn’t join, sign up, or purchase
- Were members once but have cancelled or no longer attend
- Haven’t opened any of the last 5 emails you sent
You can decide for yourself which criteria define your subscribers as ‘unengaged’. Then use your email service to create a segment with these people in. If you’re using Mailchimp, then simply go to your audience tab, select the list you want to work with, and then click the ‘create segment’ option from the drop-down menu.
2 – Create A Re-Engagement Email
The second step is to create a re-engagement email to send to your chosen segment. Be open and honest about why you’re emailing, then give people a reason to stay subscribed such as…
- Receive discounts and promotional offers
- Get time-saving tips and tricks
- Access to exclusive content
- Be the first to hear about news or updates
Then give people the option to stay subscribed or opt out. This could be an explicit YES/NO button that people can click based on their preference. It’s up to you whether you only delete those who opt-out or everyone who doesn’t take action. We’re pretty ruthless with our email list so delete anyone with a 2* rating or less.
3 – Follow Up
It’s also important to send a follow-up email to remind people about taking action. This simple step can boost responses by another 40%. It helps you to maximise the response rate and get the best results for your efforts.
“Sending a follow-up email increases response rates by 40%”.
Ideally, you should send this follow-up 2-3 days after the initial email. You may also want to send a second follow-up to ensure you’ve maximised responses before moving on to step 4.
4 – Delete Non-Responders
We usually wait 10 days after the follow-up email before taking this step. This allows anyone who has been on holiday to read the email and take action. Deleting non-responders may sound a bit harsh but it’s actually very beneficial. It will…
- Increase deliverability – because Google, Yahoo, and Hotmail will see that a greater proportion of your emails are opened and therefore think they’re better quality.
- Save you money – a smaller list means lower fees from your service provider.
The number of email subscribers you have isn’t the most important metric. It’s quality of those subscribers that matters, not simply the quantity. If you’re paying for people to be on your list who don’t open or take an interest in your content, then you’re wasting money on them.
You can either delete those who don’t take any action (such as opening the email or clicking a link) or just those who choose to opt out. Better still, include an unsubscribe link so they can remove themselves and save yourself a job.
5 – Prevent It From Happening Again
The last step is optional but will save you time and effort in the long run. It involves finding the root cause of any disengagement so that you avoid making the same mistake again. Why did your email list become less engaged in the first place?
- Did you stop sending them emails on a regular basis? Why was this? Lack of time is the most common reason, in which case it’s worth batch preparing, delegating, or outsourcing this task.
- Did you never even start sending emails? Perhaps you collected email addresses from new members or people who enquired but never did anything with them. If so, then you need to set up a welcome sequence.
- Did you send a few but get poor results? Benchmark your open and click-through rates against the industry average. If it’s lower, then think critically about why that is. Maybe you need to work on better subject lines so that people are intrigued enough to open them.
How To Re-Engage Email Subscribers – Summary
So, now you know exactly how to re-engage email subscribers that haven’t heard from you in a while. By taking these steps, you can encourage more of your existing database to interact and purchase.