- Welcome Email Series: Engage new members with personalized emails, including a welcome message, pre-class tips, and post-class follow-ups.
- Segment Your Audience: Group members by skill level, age, or engagement status to send relevant, tailored content.
- Use Videos and Polls: Add training videos and interactive polls to boost email engagement and gather feedback.
- Share Success Stories: Highlight student achievements to inspire and attract new members.
- Ask for Feedback: Use surveys to improve classes, schedules, and overall member satisfaction.
- Reconnect with Inactive Members: Send targeted re-engagement campaigns with special offers or personalized messages.
- Plan Holiday & Event Emails: Use seasonal promotions and event invites to attract and retain members.
Why it works: These strategies help you connect with members, improve retention, and grow your club. Start by focusing on one or two tactics, track your results, and adjust as needed.
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1. Create a Welcome Email Series
A well-thought-out welcome email series can make a big difference in keeping new members engaged . Since over half of new members drop out within their first six months , these early interactions are key to building a lasting connection. Use these three email touchpoints to set the tone:
-
Initial Welcome Email
Kick things off with a personalized email as soon as someone joins. Include essential details like first-day instructions, class schedule, location, emergency contacts, and links to helpful resources. -
Pre-First Class Email
Send this 2–3 days before their first session. Cover practical details like what to wear, parking info, an introduction to their instructor, any required forms, and the class time. -
Post-First Class Follow-up
Within 24 hours after their first class, send a thank-you email. Ask for feedback, share next steps, and highlight upcoming events or special offers.
Make these emails feel personal by including club-specific information, like uniform guidelines, training suggestions, or even discounts on equipment if applicable.
2. Group Members for Better Targeting
Segmenting your email list is a smart way to make your email marketing more effective. By grouping your audience based on their unique needs and interests, you can send content that feels personal and relevant.
Here are some key segmentation strategies:
Primary Segmentation Categories
-
Skill Level Groups
- Beginners: Focus on basic techniques and terminology.
- Intermediate: Share advanced tips and competition prep.
- Advanced: Provide instructor-level insights and specialized training.
-
Age-Based Groups
- Children: Include updates for parents.
- Teens: Tailor content for their classes.
- Adults: Highlight programs designed for their goals.
- Seniors: Focus on low-impact or specialized training.
-
Engagement Status
- Active members: Share ongoing updates and advanced content.
- Trial members: Emphasize the benefits of membership.
- Prospective students: Showcase success stories and beginner-friendly info.
Many modern email platforms allow for automatic updates to these segments based on member activity. This means your emails can stay relevant as people move through their martial arts journey.
How to Customize Content for Each Group
Using segmentation, you can craft messages that speak directly to each group. Check out some examples below:
| Member Segment | Email Focus | Content Examples |
|---|---|---|
| Beginners | Basics & Encouragement | Tips for starting out, preparing for the first belt. |
| Advanced Students | Technical Expertise | Competition schedules, invites to advanced workshops. |
| Parents | Progress & Safety | Updates on classes, highlights of youth programs. |
| Trial Members | Highlighting Membership Value | Inspiring success stories, exclusive benefits. |
This focused approach not only boosts engagement but also helps with student retention. Martial arts marketing experts emphasize how tailored content can make a real difference in keeping members involved and excited about their journey .
3. Add Videos and Polls to Emails
Adding videos and polls to your emails can boost engagement and gather valuable feedback from your members.
Using Videos Effectively
Including videos in your emails can increase revenue by 175% and boost click-through rates by 20% . Here are some ideas for incorporating videos into your martial arts club emails:
- Technique Demonstrations: Share quick clips that show proper form and techniques.
- Training Tips: Create short tutorials tailored to different skill levels.
- Event Highlights: Showcase memorable moments from tournaments, gradings, or workshops.
- Student Spotlights: Celebrate member achievements and progress.
"Until now, video in email hasn't been a possibility. It's all about grabbing the attention of the audience to increase engagement within the email itself while boosting the likelihood of click through. Partnering with Playable has presented us with a real opportunity to innovate."
– Will Everitt, Director of Digital Product & Technology at Pacific Magazines
Engaging Members with Polls
Polls are a great way to collect feedback on class schedules, content preferences, and event ideas. Here’s how you can use them:
| Poll Type | Purpose | Example Questions |
|---|---|---|
| Class Scheduling | Adjust training times | Preferred training slots, weekend availability |
| Content Preferences | Improve email content | Topics members want, preferred formats |
| Event Planning | Organize better events | Interest in tournaments, workshop topics |
Interactive polls make it easier to understand what your members want while keeping them engaged.
Tips for Success
- Keep Videos Short: Focus on one technique or idea in each video.
- Mobile Optimization: Ensure videos and polls work seamlessly on mobile devices.
- Clear Calls-to-Action: Make it easy for members to participate in polls or watch videos.
- Share Results: Follow up with poll outcomes to show members you value their input.
For martial arts clubs aiming to improve email engagement, tools like Viewed can make a big difference. For instance, Trainingym saw a 65% increase in their conversion rate by adding interactive video content to their emails .
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4. Share Member Success Stories
Sharing member success stories is a powerful way to strengthen community ties and draw in new students. According to research, 72% of consumers hesitate to take action without reading reviews or testimonials . These stories not only motivate but also help potential members imagine their own path to success.
Types of Success Stories to Share
Different stories appeal to different audiences. Here are some ideas:
| Story Type | Purpose | Email Content Ideas |
|---|---|---|
| Transformation Stories | Show physical and mental progress | Before/after photos, weight loss journeys, belt promotions |
| Competition Achievements | Highlight competitive success | Tournament wins, medal ceremonies, training journey |
| Personal Development | Showcase life-changing impact | Improved confidence, discipline, work-life balance |
| Instructor Recognition | Build trust and credibility | Certifications earned, teaching milestones, student testimonials |
Making Success Stories Stand Out
Focus on the details that matter: timelines, challenges faced, measurable improvements, and personal quotes. These elements make stories more relatable and engaging.
Best Practices for Collecting Stories
- Check in regularly to track member progress.
- Capture key moments with photos.
- Obtain written consent before sharing.
- Ask follow-up questions to get deeper insights.
How to Present Stories in Emails
Testimonials can be a game-changer - shoppers who engage with them are 58% more likely to convert . Make your stories pop by:
- Including high-quality photos or short videos.
- Adding social media handles (with permission).
- Structuring the story with a beginning, challenge, and resolution.
- Suggesting clear next steps for readers.
Showcase a variety of stories that reflect different ages, skill levels, and goals. This helps potential members see themselves as part of your community. Incorporate these stories into welcome emails or event promotions for a seamless member journey.
5. Ask Members for Input
Getting feedback from members helps improve services and keeps them satisfied. One effective way to gather this input is through email surveys. These can provide structured insights on classes, schedules, and facilities. Here’s how to make the most of your feedback emails.
When you involve members in shaping their experience, you’re not just collecting data - you’re showing that their opinions matter. This builds on your email strategies by directly connecting with members to improve their training journey.
Designing Effective Surveys
Keep your surveys short and to the point. Research shows that long surveys often result in lower-quality responses . Use these essential elements to structure your email surveys:
| Survey Component | Purpose | Guideline |
|---|---|---|
| Introduction | Set expectations | Explain the survey's purpose and time needed. |
| Core Questions | Collect specific feedback | Stick to a maximum of 10 questions. |
| Rating System | Gather quick, measurable data | Use a consistent 1-5 or 1-10 scale. |
| Open Comments | Get detailed insights | Include 1-2 open-ended questions. |
Timing Your Surveys
Send feedback emails at key moments in a member’s journey, such as:
- After onboarding
- 30 days into membership
- Following belt promotions
- After competitions
- Quarterly check-ins
Tips for Maximizing Survey Responses
To get the best results, focus on important topics, use user-friendly tools, and share the outcomes of your surveys.
-
Focus on Key Topics
Ask about areas that matter most, like:- Class quality and instruction
- Schedule preferences
- Equipment and facility conditions
- Communication practices
- Special events and workshops
-
Leverage Digital Tools
Use tools that simplify the process:- Google Forms for straightforward surveys
- SurveyMonkey for advanced features like logic branching
- Ensure surveys are mobile-friendly for easy access
"We have such great ways now that we can acquire member feedback and data, so again, go out and ask your members what they want and utilize that data." - Chris Stevenson, IHRSA board member
Acting on What You Learn
Show members that their feedback matters by taking action. Here’s how:
- Share survey results with your team.
- Communicate upcoming changes based on the feedback.
- Follow through with improvements and let members know.
- Track satisfaction trends over time to measure success.
Including a Net Promoter Score (NPS) question is also a smart move . This single question helps you gauge member satisfaction and predict retention rates.
Offer Anonymous Options
Some members may feel more comfortable sharing feedback anonymously. You can still collect useful demographic details like:
- Belt level
- Class attendance frequency
- Length of membership
- Age group
Anonymous surveys can encourage more honest and open responses while still giving you insights to improve your services.
6. Follow Up with Inactive Members
Reconnecting with inactive members is a cost-effective way to boost revenue. It’s estimated that re-engaging inactive members costs up to five times less than acquiring new ones, and these members can contribute up to 7% of total business revenue .
How to Build a Re-engagement Campaign
The key to re-engagement is understanding why members became inactive. Start by identifying patterns, like students with irregular attendance .
| Email Type | Timing | Purpose | Key Elements |
|---|---|---|---|
| Check-in | 2 weeks after absence | Early intervention | Personal concern, schedule check |
| Re-engagement | After 30 days inactive | Win-back attempt | Special offer reminder |
| Final outreach | After 60 days inactive | Last effort | Premium incentive, feedback request |
Adding a Personal Touch
Tailor your follow-up emails to show members they’re valued. Highlight specific benefits they’re missing and make the message feel personal. Consider including:
- Updates on new equipment or training programs.
- Personalized class suggestions based on their skill level.
- Recent achievements from their peer group.
- Invitations to special events or workshops they might enjoy.
These personalized touches can lead smoothly into incentive-based offers.
Incentives That Motivate
Well-thought-out incentives can encourage inactive members to return . Here are a few ideas:
- Time-Limited Discounts: Offer deals like 30% off private sessions if they reactivate within two weeks.
- Bundled Packages: Add extra value by including services or gear with their membership. Partnering with suppliers like Bytomic Martial Arts for exclusive packages can be effective.
- Flexible Scheduling: Provide alternative class times or hybrid training options to accommodate busy schedules.
"Segmented email campaigns are another great way to re-engage members. For example, content that highlights the benefits of martial arts can motivate parents to encourage their children to re-join classes. Another good incentive to use in your email series is special offers and discounts to encourage them to sign up for classes again." - Xplor Recreation
Tracking Your Results
Use data to measure how well your re-engagement efforts are working. Key metrics include:
- Email open rates (noting that industry averages have doubled since 2011) .
- Response rates to different offers.
- The percentage of inactive members who return.
- Long-term retention rates for re-engaged members.
Also, keep in mind that 60% of emails are opened on mobile devices . Make sure your emails are mobile-friendly with concise, visually engaging content and clear calls-to-action (CTAs).
Keep Your Email List Clean
Maintaining a healthy email list is crucial for strong engagement metrics . Remove unresponsive contacts after multiple attempts and include a re-subscription link for those who may want to opt back in later. This ensures your campaigns remain effective and focused.
7. Plan Holiday and Event Emails
Holiday and event emails are a great way to connect with your audience and bring in new members through timely, focused campaigns.
Seasonal Campaign Planning
Holidays are prime opportunities for people to spend money and explore new activities . To make the most of this, plan a year-round email schedule. Here’s a quick guide:
| Season | Campaign Focus | Timing |
|---|---|---|
| New Year | Fitness resolutions & new member deals | Late December - Early January |
| Back-to-School | Family packages & youth programs | Mid-July - Early September |
| Summer | Training camps & workshops | May - August |
| Winter Holidays | Gift memberships & special offers | November - December |
Crafting Holiday Offers That Work
Pair practical deals with emotional messaging. Market Muscles highlights how seasonal promotions can drive interest in martial arts programs . Here are some ideas:
- Gift Packages: Create bundles that include training sessions and gear, like those from Bytomic Martial Arts.
- Limited-Time Deals: Use holiday-specific discounts to create urgency.
- Special Events: Highlight workshops or guest instructor sessions.
- Family Discounts: Offer reduced rates for families looking to join together.
"People are more willing to spend and gift memberships during the holidays." - Xplor Recreation
Event-Based Email Strategies
Events can be powerful tools for email marketing. For instance, one martial arts club saw an 80% signup rate from trial participants by promoting two free lessons and a uniform through multiple channels . Incorporate event promotions into your email strategy to maintain steady engagement.
Tips for Holiday Email Success
To make your holiday emails stand out:
- Send them 1-2 weeks before key holidays.
- Make sure they’re mobile-friendly.
- Add clear, clickable buttons for easy signups.
- Run holiday-themed social media contests.
- Showcase charitable activities or community events.
Conclusion
Email marketing is a powerful tool for building strong relationships with members and attracting new students. By using targeted email strategies, clubs can significantly improve engagement and retention.
Studies indicate that retaining existing members is five times more cost-effective than acquiring new ones . This makes email marketing an important asset, helping clubs maintain solid connections with current members while reaching out to potential ones.
Here’s how seven key strategies can strengthen your club’s email marketing efforts:
| Strategy | Primary Benefit | Key Outcome |
|---|---|---|
| Welcome Series | Sets clear expectations | Smoother onboarding |
| Group Targeting | Tailored content | Higher engagement rates |
| Interactive Content | Boosts participation | Better member retention |
| Success Stories | Builds credibility | Increased referrals |
| Member Input | Encourages community | Higher satisfaction |
| Follow-ups | Reconnects members | Reduced churn |
| Holiday Planning | Timely offers | Steady growth |
By combining these strategies, your club can foster ongoing engagement and support growth. The key lies in consistent execution and tracking results. This approach ensures your communication remains both personal and effective.
Segmenting your audience, customizing your messages, and keeping communication regular can help your martial arts club thrive . When paired with proper list management and engagement monitoring, these tactics create a reliable framework for growth and member satisfaction.
Additionally, collaborating with equipment suppliers like Bytomic Martial Arts can enhance your promotional efforts by providing members with high-quality gear and training accessories.