Email Marketing Doesn’t Work For Personal Trainers

Email Marketing Doesn’t Work For Personal Trainers


Hey Gang, I’m Cabel and welcome to another
week of personal trainer business tips. This week I want to talk about email marketing. I can’t believe how often I hear people saying
“email marketing is dead” and I can’t get any new prospects by email, that path is closed
or done. I think that is total BS. And I want to share with you my foolproof
strategy for how email marketing has worked for me for years and continues to work for
many of my clients. It is a very simple process. Number 1 where your email list is ten, fifty
or five thousand, you need to be servicing them regularly. At least one email a week, two emails a week
is better, three if you have got tonnes of great stuff to say. And if you are like me I used to always get
fearful about not knowing what to write about and was my content good enough. You know, there are services out there that
will provide done for you content for you to make it easy to copy and paste and you
don’t have to worry about it, but the truth is, nothing will ever be as powerful as your
own voice. Nothing will ever be more powerful to the
people on your email list and words spoken from the heart. So just start writing. Don’t worry if it is perfect. Because your real objective each week is to
connect to these people and say “Hey, thanks for subscribing and being on my list. I want you to know that I care about you. I am going to do my best to continue to give
you value and most importantly if I can ever help you reply and reach out.” Just like these videos, I want you to do the
same. Whether it is in a comment below or private
message to me if you found them helpful or if I can help with something, that’s the whole
point of this. Just to help you. Okay, so your email list has to be the same
way. If you are still struggling for content ideas
I came across something not that long ago that was really awesome for me and it is a
website called answer the public.com – I will put the link below. Really simple, you type in whatever it is
that you are thinking about, lets say use weight loss for an example and I think when
I pulled it up today before shooting this video there were 187 potential questions about
weight loss that you could write an article about or shoot a video on or something of
that nature. So it is getting easier and easier to come
up with content. But why am I talking about content? Because that is where email marketing begins. At the bottom of every email that you send
there should be a quick and very subtle PS. Lets not give blatant pitches hereof I am
having a special, click here and buy it but just use a simple PS call to action of “hey
here’s what is going on in my life this week” or “here’s what I accomplished this week”
An example might be “hey guys I just wanted to tell you my client sally, I was so excited,
we did her assessment last week and she is down 20 lbs in the last 14 weeks. What would that feel like if it was you that
lost 20 lbs? Ever wanna talk about your goals, just hit
reply and let’s talk about it” See, a very simple situation, relatable, something that
actually happened. Whatever and we just ask them a very basic
call to action of replying and talking to us. You will be surprised at how many new leads
that you are gonna get or even referrals from your current customers that forward and send
that kind of stuff on to other people. One of the most underutilized email marketing
strategies. But let’s talk about direct email promotion. My favorite is to email 2 times a week content
to my list, and when I am doing a direct promotion I will swap those 2 emails and I will add
2 more. So if you are keeping score, that might look
something like my regular email days are Tuesday and Thursday. I would send an email on those days so this
would become a promo email rather than content so no content for 1 week and I am going to
add a first email and a fourth email. Let me tell you how those work and where they
are. So first off, I am going to tell you that
I have always been best served by sending my first promo email on Sunday afternoon about
4 pm. My theory is that Sunday before Monday and
this rolls over to Monday on long weekends, is that people are at home kind of mulling
over the idea of hey tomorrow is Monday and I gotta go back to work. I don’t have a lot to do. Can’t really go do anything so I am going
to surf the internet, check my email, stuff like that. So I just find that my open rate on Sunday
evening is better. Which is a great time for the first email? Which I call the hero story. If you have watched any of my other selling
videos, you know that I believe in a philosophy called EAS or Emotion Affirmation solution
and when it comes to this first Email, using a EAS and storytelling is at the top of the
list for me. These emails always start with something that
has happened. Whether it is a client success story, whether
it was a discovery that I made on my own, you know if I returned back to why I started
working out, when I was a 15-year-old kid with crooked teeth and you know, short and
a funny name, and I needed to increase my self worth and self-esteem and exercise and
ultimately bodybuilding became the vehicle to do that for me so I like to relate a bit
of my history in a way that people can connect with. “Oh, you know what, I am not the only one
that suffers those things” which is why Mrs. Jones, I want you to come in this week for
our “$X trial” so giving them some easy low barrier offer to try you out. You know, my favorite was always a 4-week
trial somewhere between $49 and $99. A deep discount over our current services
for a limited number of people, a limited amount of time and at the end of my hero story
I would just throw that out there. Hey if you are still with me and reading all
of this, I just want you to let you know that for the next 12 days or 25 people we have
this great trial promotion of 4 weeks of our services at a deep discount. Just reply or click here to get the offer. The important thing is the structure. That first email is storytelling. For impulse buyers. For people who quickly become emotional and
don’t need any more information to make a decision. They jump on the bandwagon now. The second email is more for guys like me. Okay, and this is like the features and benefits,
FAQ, you know, something that is bullet points and more detail for that person that needs
more information to make a decision. you know I want to know. I want to know what I get with this. What are all of the things it includes? What can I expect from that? How will it be laid out? When do I have to pay? How much do I have to pay? I am the guy who loves to read that FAQ and
see what other people are asking and the answers that you have ultimately given them. So my second email for promotion is always
an FAQ or features and benefits. The third email is what I call urgency for
Eeyore. So typically, my promotions would last Sunday
until Friday this email would be sent on Thursday, typically, and it would read to be very short,
very punchy, I always joke it is urgency for Eeyore because we have to tell them the sky
is falling, like move you are going to get hit by that, you need to do something now. So this is the email that simply states that
“hey there are 3 spots left” “there are 4 spots left” “there is almost none” “it’s going
to close tomorrow” “the offer is almost over” “why haven’t you done this yet” “push here”
“do this” “do that” like very very direct, punchy comments. Make it happen now. The whole thing usually about 10 sentences. So very quick and easy to write. These 2 are longer, anywhere from 200 to 700
words, this guy is like 10 sentences. This fourth email closing in X hours would
be sent typically Friday afternoon or evening. “Closing in 2 hours” “Closing in 4 hours”
and it is literally even shorter. If this is 10 sentences, this is 5. “Hey this is your last chance, literally,
if you don’t click here and do this now, we are closing it down in 4 hours and we won’t
take any more customers” That’s it. So guys, as you can see we are really catering
to different personality types with these different emails. Impulse buyer
The analytical decision mind The procrastinators, somebody that refuses
to make a decision; and because they procrastinate so much we hit procrastinator one more time. Our conversion metrics are about 30%, about
30 % so this is of your total population or people that will buy your promo about 30%
of your purchases should come from email 1. About 30% from email number 2. And these guys are really hard to motivate. So 5 to 10% of your purchases will come from
these last 2 emails. That is pretty much it guys. Let’s touch on one more thing before I let
you go which is how frequently do I do this? I start this video talking about sending content
multiple times per week, one to three times, typically, I will replace that content in
this fashion about every 3rd or 5th week. Okay, I like it to feel systemically random
which is why 5 weeks is my favorite. So it doesn’t necessarily happen every month
or the same week of every month. It feels systematically random we are not
always promoting. And we have certainly delivered enough value
and enough content to be able to have earned the reciprocity to focus on a promotion for
a week. Guys, this is my strategy and has been my
strategy for email marketing for a long time. I hope this is helpful for you. By the way, as a final gift, I am going to
dig through my archive and see if I can’t find a really good example of one of the email
campaigns that I have written and I will throw a link below this video or somewhere where
you can actually get a hold of that campaign for free and test it out yourself or use it
as something to model. So, guys, I hope this was helpful, good luck
and help more people this week. They thanks for watching I’m Cabel McElderry,
don’t forget to hit the subscribe button and take time for the things that you love. Okay, I am outta here to take some more pictures.

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