Learn More About Writing Autoresponders
What You'll Learn
Email marketing has the potential to generate huge results for your business. To make this become a reality, you will need to follow the right blueprint.
Responding to each and every visitor is logistically impossible. However, an effective string of automated emails can lead to far greater conversion rates. By the end of this post, you’ll know how to set up a clean and clear autoresponder system. Moreover, you’ll learn what content to include in those important emails.
Why is This Important?
Using an automated email series can save both time and money. Most importantly, though, it will bolster conversion rates to ensure that your fitness business gains more clients.
Email marketing can often be the clincher in a deal. You’ve already worked hard enough to get potential clients visiting your site. The fact they’ve shown an interest in your business gives you every reason to improve your chances of a sign-up. The automated messages can be your key for turning interest into profit.
Email marketing has the potential to generate huge results for your business. To make this become a reality, you will need to follow the right blueprint.
Responding to each and every visitor is logistically impossible. However, an effective string of automated emails can lead to far greater conversion rates. By the end of this post, you’ll know how to set up a clean and clear autoresponder system. Moreover, you’ll learn what content to include in those important emails.
Why is This Important?
Using an automated email series can save both time and money. Most importantly, though, it will bolster conversion rates to ensure that your fitness business gains more clients.
Email marketing can often be the clincher in a deal. You’ve already worked hard enough to get potential clients visiting your site. The fact they’ve shown an interest in your business gives you every reason to improve your chances of a sign-up. The automated messages can be your key for turning interest into profit.
It should go without saying that your fitness marketing efforts are going to be wasted without an audience to market to. To build an audience, you need to generate leads, to generate leads you need a way to capture email addresses so you can talk to your subscribers regularly. This is what we will be discussing in the guide below.
Step 1: Understanding Email Autoresponders
Email marketing: one of the simplest strategies to use, but one of the hardest to master.
Marketing directly to someone’s email inbox is still one of the most effective ways to gain new clients for your PT business. Most people access their emails at several times throughout the day and because the recipient gives you permission to email them (usually via an ethical bribe) it’s one of the best inbound marketing strategies.
Before worrying too much about creating the perfect string of emails, we need to understand the process the recipient goes through when deciding what is junk and what is worthy of their time.
Marketing directly to someone’s email inbox is still one of the most effective ways to gain new clients for your PT business. Most people access their emails at several times throughout the day and because the recipient gives you permission to email them (usually via an ethical bribe) it’s one of the best inbound marketing strategies.
Before worrying too much about creating the perfect string of emails, we need to understand the process the recipient goes through when deciding what is junk and what is worthy of their time.
The Client Process
The average campaign now gains less converted sales than those of a decade ago. There are many reasons for this, but one of the main issues is that people no longer consume information in the same way they used to. Constant sales emails and online fraudsters have made it tougher to gain confidence from clients and get your emails opened, read and responded to.
Think about how you receive email and how you react to them. You can tell the difference between a helpful email from a friend and a promotional email, right?
You can also tell which ones have been sent directly to you from a human and which ones have been sent to a whole bunch of people on a list.
To get your emails opened and responded to, we need to come up with strategies to get the email opened, get it read and a get it responded to. Whether that’s a reply from the reader or a click on a link.
This usually means being as personal as possible and making as many tweaks as possible to make sure the reader enjoys your work and the spam filter doesn't ruin your chances. But we can’t send individualised personal emails to everyone.
This is where email autoresponders come in. When done right, they turn interested prospects into paying customers. The conversion could come at one of the several stages, but the important thing is that your emails find their way to the right people and with the right message.
The only way to do this is to get the right people signing up for the right emails. If they openly show their interest by opting in at a specific stage in your funnel, you know that they fall into your target market.
To do this in the most efficient manner, you’ll need to set up a unique page on your website. This page should build further interest and lead to them confirming their email. It relies on two key aspects:
- Pitch: this part isn’t for making a sale. You’ll be providing the website visitor with something useful. Something that solves a problem that they have and is related to your services. You can read more about creating landing pages here.
- Confirmation: potential clients need to confirm their email addresses to opt in for the automated emails. Instead of letting your email client simply thank them and ask them to check their email, send the new subscriber to a web page that reminds them to check for that email now and add your email to their “safe” list. You can do this using graphics or video visual examples. If they don't do this, emails will end up getting blocked. You can view my confirmation page here.
Once you have gained confirmation, your email autoresponder can start working its way to generating sales. Each message will provide an extra nudge in the right direction, which is why different visitors will sign up at various times. By the end of the chain, however, you should see positive results.
And that means more clients and increased profits.
Step 2: The Emails
Appreciating the value of those automated emails is one thing. Likewise, finding ways to bypass spam filters and other problematic features is another. But none of those aspects will matter if you aren’t following it up with the very best content.
Of course, content needs to be tailored to the specifics of your training services. However, there is a proven strategy for increased success. Ensure that your automated responses follow these basic principles, and you’ll be just fine.
The following is a 5 step email series used by marketing experts the world over. It's basic but does the job and is the perfect starting point if you need a quick email sequence.
Email 1 - Introductions
As you already know, first interactions are everything in business. This is true for email too. If a client opens up your first email, your emails won’t get marked as spam and the client is more likely to receive the rest of your email series.
So the first step is getting the subject line, right. Name it something that’s related to what they have signed up for. Something along the lines of “Re: Your Free Fat Loss eBook”. This will let the customer know that important information is enclosed and they’ll be more inclined to open it.
Use the first email as an opportunity to build trust and interest. The main focus should be highlighting the benefits of them being on your list, while introducing a more human side. After all, clients need to feel connected to their chosen PT.
Here's a template to get you started:
Of course, content needs to be tailored to the specifics of your training services. However, there is a proven strategy for increased success. Ensure that your automated responses follow these basic principles, and you’ll be just fine.
The following is a 5 step email series used by marketing experts the world over. It's basic but does the job and is the perfect starting point if you need a quick email sequence.
Email 1 - Introductions
As you already know, first interactions are everything in business. This is true for email too. If a client opens up your first email, your emails won’t get marked as spam and the client is more likely to receive the rest of your email series.
So the first step is getting the subject line, right. Name it something that’s related to what they have signed up for. Something along the lines of “Re: Your Free Fat Loss eBook”. This will let the customer know that important information is enclosed and they’ll be more inclined to open it.
Use the first email as an opportunity to build trust and interest. The main focus should be highlighting the benefits of them being on your list, while introducing a more human side. After all, clients need to feel connected to their chosen PT.
Here's a template to get you started:
Subject: Your Free [PRODUCT/EBOOK]
Hey [FIRST NAME],
Thanks for downloading [PRODUCT/EBOOK]. By now, you should have been directed to the download page but if you missed it, here it is again:
[LINK TO DOWNLOAD PAGE]
Here at [YOUR COMPANY] we provide premium [YOUR SERVICE] to [YOUR NICHE] and we're on a mission to help 10,000 people just like you.
With that said, if you have any questions at all, feel free to answer this email.
In the meantime, I'll be in touch with some more useful tips and tricks to get you to [GOAL].
All the best and thanks again for joining us,
[YOUR NAME]
Email 2 - Tell a Story
The importance of the company-customer bond is crucial in the PT game. Seeing that you care can have a huge impact on their decision. More importantly, though, they need to see that you can bring positive results. Email two is where to show it.
Use past customer experiences as your selling point. Paint an image of a client that was in a similar situation to the interested client. Then show how your PT service changed their life for the better. In many cases, this will be a case of having helped a client lose weight or gain muscle to become happier. Include before and after photos, along with a testimonial.
Creating that emotional bond while strengthening the feeling that your service can help them achieve goals. In turn, this will encourage user action.
To create a strong and emotional email that grabs the readers attention use this simple template:
Subject: Meet [NAME] (Case Study)
Hey [FIRST NAME],
Today I wanted to introduce you to [NAME]. [NAME] suffered from [Describe the problem and how it affected the client on a personal and/or professional level].
When {[NAME] came to us he was at rock bottom. So we [Briefly describe how you helped the client. Don't go in to too much detail just yet].
In the next email, I'm going to teach you EXACTLY how we helped [NAME] accomplish [GOALS].
Until next time,
[YOUR NAME]
Email 3 - Give Value
Your potential customers can now see that you are a PT who cares. They also have proof that your work is capable of turning their life around. But as with any service, they need to feel that they’re getting the best value possible.
Link email number three to the previous message by continuing from where you left off. Then use the opportunity to smoothly transfer into solving another problem for them. Clients need to know that the service is about them, and showing that you can solve their problems here is a must.
Ultimately, this email is about cranking up their desire. Many potential clients will be hesitant before starting a personal fitness journey. Make them want it.
Subject: How to [SOLVE PROBLEM] (Step by Step)
Hey [FIRST NAME],
In the last email you met [NAME]. [NAME] was suffering with [PROBLEM].
[Go in to minor detail about the problem again].
Here's how we helped:
[STEP 1
STEP 2
STEP 3
STEP 4
STEP 5]
That's it!
Not as complicated as you might think, right?
If you're curious about how to get started with [YOUR SERVICE] you can check out our services page here:
[LINK TO SERVICES PAGE]
Until next time,
[YOUR NAME]
Bonus Tip: Install a Facebook retargeting pixel on the services page to create an audience of people who have clicked on a viewed that page. These people are warm leads and more ready to buy than any one else.
Email 4 - Statistics & Numbers
Gaining an emotional bond is one thing, but potential customers need to know that they are making the right choice. Offering facts and figures can be key to providing those assurances.
Your statistics and research shouldn’t only underline the benefits of working with you. They should also underline the negative impact of not acting. When dealing with potential PT clients, that means highlighting why getting in shape is a must.
Once again, testimonials can have a telling impact. After all, recommendations are still the most powerful influencer in any marketing campaign.
Here's an example email you can use:
Subject: All of these people can't be wrong!
Hey [FIRST NAME],
Now that you've learned a little bit about how we help our clients and the simple steps we use to get them to their goals, I wanted to show you some amazing results we've accomplished with our clients:
[IMAGES & TESTIMONIALS]
Most of our clients come to us because they need somebody to be accountable to.
They need to know that rather than investing their money in gym membership and struggling to turn up, they'll have a qualified and experienced friend to look after the exercise and nutrition aspects of their life that they just don't have time for.
If this sounds like you, I'd love to talk!
Until next time,
[YOUR NAME]
Email 5 - Scarcity
By now, the reader is probably interested. However, they have no incentive to act immediately. This allows them to keep doing what they’ve always done, putting it off until tomorrow. Ultimately, this prevents you from making money and stops them from achieving their fitness goals.
The final step of the email chain is to encourage quick action. The longer they hesitate, the less likely they are to sign up for the service. Therefore, giving them a time sensitive offer is vital. This could mean offering a special discount, a free trial, or an upgraded service. Either way, setting a limit forces them to make a decision one way or the other. In the long-term, this is guaranteed to work in your favour.
Be sure to be very open and honest about your time sensitive offer and make it clear that the reader does have a choice. Being pushed in to a corner is no way to do sales and certainly no way to start a long term relationship with your client.
Here's how it might look:
Subject: [YOUR OFFER]
Hey [FIRST NAME],
If you've been thinking about working with us to achieve [THEIR GOAL] then I have some great news for you.
[YOUR OFFER]
But wait, we're looking for action takers so this offer is only valid until [24 HOURS/48 HOURS].
To redeem this offer, simply reply to this email with "I'm In!" and I'll get straight back to you.
If you're not ready to commit yet, that's cool too. We don't do hard sales and our commitment to your success is paramount!
I hope to hear from you,
[YOUR NAME]
Email 6 (BONUS EMAIL) – Follow Up
You can send a sixth email to remind them that their offer is to expire. For example, if you offered a 48-hour window, messaging 24 hours later can give them that final push in the right direction.
Step 3: Email Timing
Timing is everything in business. The actual process of linking your email system to the web sign-up will depend on the provider you’ve chosen. However, the blueprint for sending emails at the right time is consistent throughout.
The key is to strike a balance between staying fresh in their minds, and not pestering them. Too many emails can be annoying while too few won’t gain the desired response. The first email should come immediately after their confirmation, as you need to gain interaction immediately.
After that, each of the following emails should be scheduled according to the level of commitment.
For example, if the commitment is $10,000 then that's not an impulse buy and people might need a lot of nurturing to make the decision. If the commitment is $500, it's still not an impulse buy but it's small enough that the potential client needs a push.
The trick is to ensure that you aren't bombarding their inbox to the point of becoming an internet pirate. Meanwhile, sending often enough to keep them reading more. Obviously, if you do go for a secondary scarcity email, you’ll need to time this so that there’s still enough time for the user to capitalize. After all, not everyone will open their messages straight away.
This should build momentum and ultimately lead to the sale.
The key is to strike a balance between staying fresh in their minds, and not pestering them. Too many emails can be annoying while too few won’t gain the desired response. The first email should come immediately after their confirmation, as you need to gain interaction immediately.
After that, each of the following emails should be scheduled according to the level of commitment.
For example, if the commitment is $10,000 then that's not an impulse buy and people might need a lot of nurturing to make the decision. If the commitment is $500, it's still not an impulse buy but it's small enough that the potential client needs a push.
The trick is to ensure that you aren't bombarding their inbox to the point of becoming an internet pirate. Meanwhile, sending often enough to keep them reading more. Obviously, if you do go for a secondary scarcity email, you’ll need to time this so that there’s still enough time for the user to capitalize. After all, not everyone will open their messages straight away.
This should build momentum and ultimately lead to the sale.
