Email campaigns and communication are must-have marketing tools in today's online environment. Most personal trainers have been using them for several years - you probably are, too. But are you getting the most out of every email?
One of the overlooked components of a marketing email is the signature. If you think your name, email, and phone number are an acceptable signature, you are missing out on free and effective marketing for your business.
As a general rule of thumb, this article will teach you how to to turn your email signature into a call-to-action. If a lead has already opened your email, they are way more likely to go one step further and explore another resource that you offer, which lets you build a relationship.
Keeping your signature up-to-date and relevant with upcoming events and industry information is a great way to engage people. Here are 10 clever ways to use your signature to grow your brand and nurture prospective clients.
1. Incorporate Your Website
Adding a link to the homepage of your website or a landing page is an essential part of the email signature. Websites normally act as the central focal point of online marketing, so it is only natural to funnel email prospects to this resource.
2. Link to Social Media
Facebook and other social media platforms are easy ways to connect and foster digital relationships with clients. Including links to your profiles or even follow buttons will help grow your social media presence.
3. Share Your Blog
Blogs can be separate or integrated into your main website; either way, sharing your blog URL or specific posts relevant to groups of prospects are another way to provide value with minimal effort. You are already writing and maintaining the blog, an email is the perfect place to leverage it.
4. Recommend Conferences and Events
Do you recommend any conferences or events to your clients? Or even better, do you hold any of your own events for prospective and current clients to attend? Update your email signature regularly with the registration link for your next upcoming event.
5. Promote New Offerings
Getting the word out about a new workout class or type of offering is always important. Use your email signature to promote new offerings to existing clients and leads. This is also an opportunity to keep a dynamic area of your signature that changes over time and up-sells your existing clients.
6. Share News & Research
Personal trainers are supposed to be experts in the fitness and nutrition industries. Prove it to your clients! Keep them informed on the latest research and trends in the fitness industry. This can be as simple as linking to your favourite article of the week.
7. Provide Case Studies
Case studies and testimonials of existing clients are an extremely effective way to display your value to prospective clients. A customer spotlight or success story in the signature with a call-to-action can be that extra nudge leads need to sign up for their first training session.
8. Offer Product Demos or Free Consultations
Another way to present immediate value to prospects is to offer a free consultation or training tip. Not all personal trainers offer a free session or consultation, but if you do, or if you offer any discounts, this is a great place to let people know. Alternatively, you can plugin in an inspirational quote or training tip that relates to your offering.
9. Give Company Updates
Besides your blog and social media channels, your email signature is a direct way to share important news about your business. Have a change of address, facilities, staff, or other news? Share it in your email signature, especially if it is urgent or promotional news.
10. Link to Promotional Videos
Finally, if videos are part of your marketing media, be sure to include them in your email. Videos are taking over as a key online media form. They bring a change of pace and stand out from text-based emails. People are more likely to watch a short video than read an article.
Email Signature Takeaways
There are dozens of ways to turn your email signature into an important marketing tool. It might not make sense to implement all of the different strategies at once, but hopefully you can pick and choose the ones that work best for your specific style and services.
If you'd like to learn more about email marketing, check out our Email Marketing Course on the Institute of Personal Trainer Academy.
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