One of the biggest mistakes I made early on in my career was not keeping in contact via email with the people who were once interested in my services or paying clients. I thought since it didn’t make me money in that instant, that it wasn’t worth my time and man, was I wrong!
I let email addresses stack up in a filing cabinet and never made a consistent effort to stay in contact with people who were once interested in my services.
Creating valuable email content is one of the best things you can do to keep your brand in the minds of people who were once interested in your services, current or past clients. I’m not just talking about sharing your story every day or writing a 10-page paper. I’m talking about short, actionable things people can do to improve their health.
Creating email content regularly allows you to get into your customer’s personal device (their phone) and in their mind. Even them seeing an email from “Nicole at Healthy Steps Nutrition” regularly reminds them I’m here and ready to help when they need me.
Here are 3 Ways to Leverage Email Content:
Email Your Entire List
Yes, every email you have ever collected. Some gyms we talk to have over 5,000 emails of people who have once expressed interest in their facility, current, and past clients. All of these people should be getting emails from you regularly! This is one of the biggest mistakes that we see. People think they should only email their current clients the free content, not the case! You want to email everyone.
Make It A Video
Some people don’t want to read and would rather watch a video to hear the same message. Delivering your message in different ways allows you to reach people who might not take the time to read an email. You can still email out the video, post it on social media and on your blog. Remember the rule of seven! People need to see or hear things seven times before they think about working with you.
Add a Direct Call To Action
What is the next step you want people who are interested in your services to do after reading an email? In most cases, you want them to book a free intro! You need to make it easy for clients to take the next step. You don’t want them to have to search for your website then hunt down the link to book an appointment with you. On the bottom of your emails, add a red button that says- Book Free Intro Now.
I would recommend that you use a service like Uplaunch or MailChimp to make it easy to manage all of your email contacts in one place.
Creating content takes time but when done right and consistently, it is worth it!
Part of the ongoing support that we provide at HSN Mentoring is two pieces of email content already written out per month. If you really struggle to produce content, find out how partnering with HSN Mentoring can help you without spending time reinventing the wheel.
Book a Free Call Today >> HERE!
Have a great day!
PS- I’m hosting a FREE webinar on Tuesday, October 29th for gym owners on the Top 5 Best Practices When Building Nutrition Programs. Register HERE!
Nicole Aucoin, MS, RD, LD/N
Founder, Healthy Steps Nutrition
Home of CrossFit HSN and HSN Mentoring