The Email Marketing Sequence Every Health and Wellness Studio Should Implement
This conversation was spurred from a larger interview with website designer and digital marketer, Connie Holen of Pixality Design.
How to Setup Automated Email Marketing Campaigns
Connie Holen wants you to gain more customers, optimize your first-time students, and forge long-lasting relationships with your most loyal members. And she wants you to do it all with the magic of automated emails.
Step 1: Choose a platform that works well with your scheduling software.
First, pick a platform that works with your scheduling software. Being able to segment out people based on what they purchased last, what appointment they attended last, and sending them relevant information just to them via automated emails is the future of email marketing. Sending general newsletters isn’t enough anymore.
”I use NamasteLight with a lot of my clients. It syncs with MindBody and you have lots of options as far as what emails you can send, and it’s at a really reasonable price point. BrandBot is another one that can do a lot of great things. Those two are MindBody specific.” —Connie H.
Step 2: Setup a Welcome Sequence.
A Welcome Sequence is a series of 4-5 emails that go out over the first month after a new student signs up. This usually coincides nicely with the typical 30-day intro offers most studios have (like “unlimited classes for 30-days“ or similar).
Most scheduling softwares automatically send a single welcome email, which is great, but the open rates on emails sent within the first couple of weeks of joining a business are huge (60-70, even 80% on average). Your new student is excited and motivated. If you only send one, it’s a missed opportunity.
What should that Welcome Sequence content look like?
In that first 30-days, you’re moving from 100% value in that first welcome email to 100% sale in that last email (right after their intro offer has expired). The first 3-ish emails should be totally helpful. You’re just trying to get them in for the next class. For a 30-day intro offer, for example - unlimited classes at a really great price for new students - that third week is really key. If they get in and actually schedule a class, they’re much more likely to make that second purchase and stay around for that second month.
If they don’t get in that third week, they haven’t continued the habit and they’ll likely drop off after the intro offer is over. Communications in those first two weeks are solely about being helpful and getting them to book their next class. Content examples include:
1. Matching them with the right class for them.
Example subject line: Browse our different class styles.
2. Matching them with the right instructor for them.
Example subject line: Instructors can be sort of like soulmates.
3. Providing motivation and encouragement, paired with client testimonials.
Example subject line: Here’s what 10 other yogis had to say after their first month.
At the end of the third week/fourth week, that’s when you can introduce more sales-focused content, such as:
1. Here’s what your next best step is.
2. Buy 10 classes, get 3 free!
3. $50 off your first month when you refer a friend!
If you space out communication over those 30-days that’s automated, that’s the biggest helpful thing you can do digital marketing-wise to get that second sale; to get them to come back after the intro offer.
“Being able to segment out people based on what they purchased last, what appointment they attended last, and sending them relevant information just to them via automated emails is the future of email marketing.”
Step 3: Create Win-Back Emails.
Win-back Emails are intended for inactive clients, typically people who came in for at least one class and have since fallen away. The purpose of these emails is to encourage them to either frequent your business again or purchase another set of services.
You want to begin this sequence 15-30 days since their last visit, and then continue on a bi-monthly basis until their one-year mark. This sequence should begin as several friendly reminders and then slowly escalate into an offer to add incentive to their return. Here are some examples of that escalating verbiage:
Friendly Reminder Email
”Hey [first name], we miss you! If you need help getting back on the mat, please reach out to our front desk. We look forward to sweating with you again soon!”
Incentive Email
”Your next class is half off, on us! We so look forward to seeing you again soon!”
Step 4: Celebrate victories with Milestone Emails.
Milestone Emails are frequent reasons to keep the communication going and acknowledge the progress of your active clients. You want to make sure they’ve been to a class within the last two weeks before you enter them into this email journey. A few great reasons to send a Milestone Email:
1. Someone’s birthday.
Example content: Happy birthday, [first name]! We hope your day is filled with love and light. Thank you for being such a valuable member of our community.
2. 1-year, 2-year anniversary of being a member.
Example content: “Hey you’ve been sticking with it for a year, that’s amazing. Stop by the front desk next time you’re in and we’ve got a free studio water bottle for you.”
Now they’re happily out promoting your brand with your beautifully branded water bottle or tank top, etc. Gifts like that are not only great for brand awareness but also for rewarding people for being loyal clients.
3. The studio’s own milestones (opening date, etc.)
Example content: “We’ve been growing our practice with you for two beautiful years. A heartfelt thank you from our family to yours.”
Adding a request to these emails is a great idea, as this group of people are loyal to your business. Don’t be afraid to tack on a Google Review solicitation or even a member survey to the bottom of these emails.
Step 5: Decide on General Newsletters.
Connie gives her opinion on whether General Newsletters (emails sent to your entire audience) are right for your business:
”It depends partially on how much you like writing those emails. General newsletters can take a lot of time to do and they don’t get the open rates (typically 20-30%) that a personalized automated email will.
When you send out a general newsletter, you’re sending it to someone who’s been loyal to your studio for four years and you’re also sending it someone who just took their first class - so you can’t get real specific with valuable information when you’re talking to both ends of the spectrum.” —Connie H.
General Newsletter Content Ideas (to send once per month)
1. Here’s what we’re doing this month as a studio.
2. Special events that are upcoming (workshop, teacher training).
3. Little tips that are easy to digest.
”I also encourage resends of that same newsletter. Instead of creating new value-driven content every week, maybe create one helpful article per month at the beginning of the month, and then on the 15th resend that email to Unopens (people who didn’t open it the first time). That way you’re not creating a whole new set of content. If you don’t feel like you have anything to say, don’t feel like you have to send something once a month. “ —Connie H.
Pro tip: When resending an email campaign, be sure to switch up the subject line. This keeps the content appearing fresh and also helps A/B test what subject lines perform better for next time.
You can follow Connie Holen and her work as Pixality Design on Instagram here.
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