5 Ways To Integrate Your Brand Into Your (Email) Marketing

Written By: Seran Glanfield, Founder of Spring Three

Many studio owners spend the bulk of their marketing budget on lead generation or attracting new clients into their studio business.

When this budget is used effectively, your studio will attract qualified clients who are keen to join your classes or sessions.

However, successful client acquisition is not just about the amount of money spent or the size of the budget.

It is also about creating a connection with your new clients very early on, so that your relationship with them goes way beyond just showing up to a 45min class.

Why? Because increasing your long-term client retention is the most cost effective way to create consistent, reliable revenue for your business.

When your studio loses a client, your studio obviously loses the revenue from that client. But to make matters worse, your studio now has to attract a new client to replace the one you lost. And attracting a new client costs a lot more than retaining an existing one.

Integrating your brand across all the client touch points within your studio will support that deeper relationship your brand is seeking to make with your clients, so that they keep coming back week after week, month after month and even year after year.

1 - Consistent use of logo, fonts, color palette

Consistency is the key to recognition. The more often people see your logo and name, the more familiar you will become. When your subscribers receive an email from your fitness studio, they should be able to immediately recognize that it's from your brand. By consistently using the same colors and fonts, you create that crucial visual connection between your emails, website, and social media channels.

This consistency also helps to build trust and credibility with your audience. When they see the same colors and fonts across all of your marketing materials, it shows that you are intentional about your branding and that you care about details .

2 - Use language and tone of voice consistent with the studio's brand personality

This is where there is usually a lot of opportunity to refine your existing content and copy. You may not be a professional copywriter but that’s not important here! In fact, the more you allow your personality to shine through, the more impactful your email marketing will be.

For example, if a Pilates studio's brand personality is friendly, approachable, and supportive, using a formal and stiff tone in emails or social media posts would not be consistent with the brand identity. On the other hand, using a warm and supportive tone that encourages engagement and conversation would better align with the studio's brand personality.

Consistency between the brand tone and the client experience builds trust and credibility which supports that deep relationship we are so focused on building.

3 - Personalize email content to make it relevant and valuable to the recipient

With the tools and software available today, you are able to easily personalize your emails and send them at the most opportune time to support acquisition and retention.

Using dynamic content features and behavior-based triggers you are able to fully customize the communication your clients receive based on their number of visits, purchases and interests.

This means a more personalized experience for your clients and ultimately stronger retention for your studio.

The new client onboarding experience is critical to your retention.

In fact, the very first email you send to your client will likely be the most important piece of communication you ever send to that client.

Why? At an average of 85% open rate, your first email will get seen more than any other you send.

That means it’s valuable real-estate. This is an excellent opportunity to share the most important information and inspiration with your clients.

The biggest mistake? Making the first email a client receives boring and all about logistics.

Remember, at this point, your client is at the peak of their motivation. They have just taken a bold step to sign up for a new class at your studio and as the studio owner, you’ll want to support and encourage them toward the next step and set the expectations for what’s next.

First, personalize your email to make them feel welcome. It should be warm and inviting and express what makes your studio unique. This is where you’ll want to ensure your email is 100% on brand - from a visual, copy and tone perspective.

Next, you’ll want to share your brand promise and values in a way that is concise and compelling. This is key to keeping your new client excited about their visit to your studio.

You’ll want to affirm to them that they are in the right place. One of the biggest hesitations people have about visiting a studio for the first time is that they feel intimidated. If you address this directly, your new client is far more likely to trust you.

Finally, you’ll want to give your client just enough information about what to expect at that first session to feel comfortable… any more than that and you will overwhelm them.

Remember, this email has a better chance of getting read than ANY email you will ever send to them again. So make it count! Pack it with value and inspiration.

Integrating your brand into your email marketing is critical for retention because it reinforces your studio's identity and values in the minds of your clients. Using consistent branding elements like your logo, colors, and font throughout your emails establishes familiarity and recognition, making it easier for clients to identify and connect with your brand and deepening your relationship with your clients to ultimately lead to increased retention and revenue for your fitness studio.

Seran Glanfield empowers studio owners with smart strategies, expert guidance and time-saving resources to support building profitable and fulfilling studio businesses.

Learn more about how you can work with Seran at:
www.springthree.com
Tune in: Pilates Business Podcast
Follow: @seran_spring_three