13 Best Practices For Increasing Studio Newsletter and Email Engagement

Creating and crafting newsletters and marketing emails for your studio community requires a mix of strategic planning, compelling content (that you would want to read), concise communication, and the ability to optimize continually. In a digital world where 347.3 billion emails are sent globally daily, it could be easy for your studio emails to get lost in the inbox shuffle. 

Whether you’re sending your members one newsletter a month, educating your clients with weekly emails, or haven’t fully figured out your studio’s digital marketing communication strategy, your members—consumers—want to receive emails from brands they like. And newsletters are a key component. Why? Because newsletters offer a level of control and customization that other forms of communication can’t match. That’s one reason we built Walla’s Marketing Suite! Not only to give you newsletter and scheduled email send control but also to give you access to beautifully designed templates, AI functionality that fits your brand and allows you to easily organize and target specific audiences so every email send matters.

So what are the top best practices you can easily implement to make your newsletters and emails more effective and increase engagement? 

1. Segmentation strategy

‍Hello, audiences in Walla! Group your client and email subscribers based on factors like fitness goals, class preferences, classes taken, and engagement level. Create, duplicate, and tailor content to each segment's interests, ensuring they receive information relevant to their fitness journey while helping you understand their email behavior and preferences so you can refine your email marketing strategy over time. 

2. Subject line mastery

One of the best ways to catch someone's inbox attention? Subject lines! You want to craft subject lines that evoke curiosity, urgency, or emotion, and don’t be afraid to test different approaches to understand what resonates best with your clients. And keep your subject lines short!

3. Visual storytelling

When adding assets to a newsletter or marketing email, think about what is visually engaging, stands out, and catches the eye. If showcasing your studio, trainers, or clients, ensure the images look professional and high quality. You also want to implement a consistent visual theme that aligns with your brand identity, helping your clients instill familiarity with the emails you send. 

4. Value-packed content

This is where some organization comes into play. Develop a content calendar that includes a mix of workout tips, nutritional advice, success stories, instructor insights, thought leadership, and more. Showcase the expertise of your trainers through in-depth articles or video content. You can also address common fitness challenges, provide actionable solutions, and highlight tried and true (or very new) wellness practices.

5. Limited-time and exclusive

Looking to increase profitability and upsell using your newsletters? Create a sense of exclusivity with time-sensitive promotions and use scarcity tactics, such as limited slots or special classes, to drive immediate action. Be sure to clearly communicate the offer's value to emphasize the benefits of taking advantage of it, making your offering even more interesting and valuable.

6. Strategic call-to-action

Send your clients directly where you want them by strategically placing clear and compelling CTAs throughout your newsletter and marketing emails. Experiment with different CTA designs, colors, and wording to optimize conversion rates and ensure the CTAs align with the overall narrative of your newsletter content.

7. Mobile-friendly optimization

Optimize your newsletter for various devices, ensuring a seamless experience across desktops, tablets, and smartphones. Consider responsive design principles to adapt content to different screen sizes. Test your newsletter on various devices to guarantee compatibility so your brand looks awesome and engaging no matter how your clients read your emails. 

8. Engaging headlines and readability

Craft headlines that captivate attention and convey the essence of the content and what you’re trying to communicate. Create FOMO, instill urgency, and keep it short. Break down content into digestible sections with subheadings for easy navigation and experiment with font styles and sizes to enhance readability, especially on mobile devices.\

9. Harness the power of social proof

Nothing increases newsletter and marketing email engagement like honest, authentic, and relatable content. Showcase real client stories, testimonials, and inspirational takeaways. Encourage clients to share their fitness journey on social media and feature this content in your newsletters. Highlight any media coverage or partnerships to establish credibility.

10. Interactive engagement elements

Implement interactive elements like polls, quizzes, or challenges to encourage member participation. By sharing user-generated content or responses, you’re naturally building a sense of community and care. Use feedback from interactive elements to influence future content and offerings. 

11. Consistent schedule and timing

Establish a consistent newsletter schedule that aligns with your member’s habits. Consider factors like time zones and industry trends when determining the optimal sending time and communicate your schedule to clients to set expectations, build anticipation, and increase open rates. Consider frequency, too. On average, the best frequency for newsletters is no more than twice a week and at least once a month. But 61% of consumers want to see at least one email a week from brands they follow, like your studio, so don’t be afraid to leverage AI and send more! 

12. Strategic social media integration

Cross-promote newsletter and email content on social media platforms, driving traffic from one channel to another and keeping your studio brand in mind. Encourage your clients to share newsletter content on their social networks by providing incentives and opportunities for you to promote them in an upcoming newsletter feature. Also, leverage social media analytics to identify high-performing content for potential inclusion in newsletters.

13. Continuous testing and iteration

Utilize newsletter and scheduled email performance data to update various elements, including subject lines, visuals, CTAs, and content formats, based on metrics. Identify trends, iterate on communication strategies for continuous improvement, and stay informed about industry trends and emerging best practices to stay ahead of the curve.

By implementing these practices, you can create newsletters that engage your audience, drive meaningful conversions, and foster a strong sense of community within your fitness studio.