If you expect here to see 3 completely new tools or platforms to use, I have to disappoint you. Nothing new and exciting has arrived to rock the scene. What I want to show you here is a very targeted, exact and even technical usage of some typical digital tools that some of you might consider dead. Don’t turn your back to classic tools. Just learn few tricks how to make them more effective than before.
I can imagine you rolling your eyes while reading this. First let me quickly tell you some crucial information about e-mailing. There are 3 main types of e-mails:
- Marketing – caring informational or promotional massages i.e. newsletters, sales promotions
- Transactional – triggered by customer’s activity i.e. a welcome massage, a booking confirmation
- Operational – important information about business such as price changes, scheduled maintenance
No matter which type of e-mail you are sending from your automation centre in Perfect Gym management software, always consider what you are trying to accomplish by it and focus on it. There are few golden rules about e-mail campaigns that you may know by heart by now, but still it may be worth reminding them:
- Keep building up your list of subscribers
- Always be fair and get permission from the customers
- Make it easy to unsubscribe so people perceive you as fair
- Provide an extra value about any specific topic
- Avoid spam triggers in subject lines – easy to check on Google
- Include max up to 3 simple calls to actions
- Test your emailing on few providers and few different tools
- Track data in order to analyze results and adjust future campaigns accordingly
All of this was said many times in accordance to potential or regular members. E-mail campaigns are also a great tool to bring back those inactive ones. Win-back e-mails are a great opportunity to incentivize people who are somewhere out there, know your place, but for some reason stopped coming. Fightthem back with e-mails that have shorter template, include a targeted and unique offer, have special subject line, for example :‘We miss you’. If you don’t see immediate reaction, do not remove those people from your mailing list. It takes up to 57 days to win back a customer, so be patient and in a mean time testdifferent re-engagement e-mail options.
Those tools are designed mostly for building brand loyalty thanks to interactions. Take it down to atechnical and operational level and see crucial information about top platformsbelow:
Facebook – the best time to post: 12:00- 13:00 at weekends, 15:00-16:00 Wednesdays, 13:00-16:00 Thursdays & Fridays. There is new LIVE feature worth checking and testing plus if your budget allows use paid ads as it helps to build the organic growth.
Twitter – it is recommended for real-time updates and news sharing. Best times to post: noon & 15:00, 17:00-18:00 weekdays.
Instagram – targeted at younger audience than two previous ones mentioned. It is because photos being the message carried it helps to engage more with brand and build brand visual identity. Best time to post: 14:00-15:00,20:00-21:00 Monday & Thursday
If you want to get the maximum out of social media remember to always use exciting visuals, keep all forms short, sexy and snappy, create something unique that will depict your business in a completely new way, encourage sharing and interactions.
Let’s assume that you can see in statistics and reports on Perfect Gym administration panel that your in-active members are coming back thanks to e-mail campaigns, regular ones are coming more often engaged by social media, but how we bring new ones. You should pick a very narrow group of loyal customers and work further with them by means of all possible digital tools. Try to host a special event which can be easily set up as a Facebook event, give special incentives for bringing friends or make it simple with any raffle or contest. Always ask to leave reviews the more the better and always make it easy.