3. Your Welcome Emails Aren’t Personal
Continuing on from the theme of conversational marketing, our third point is all about personalisation.
And there’s a common misconception that if you’re using a first name tag in your email marketing then you’ve ticked the personalisation box.
That’s not what it’s about.
Receiving an email with your first name in it hasn’t felt personal for about ten years.
Personalisation is about making the entire sign up process feel like it’s tailored to your customer.
It’s about showing that you genuinely care.
So once they book their first session with you, what content are you sending them?
Are you sending them a confirmation email from a ‘Support@’ email?
Or are you sending them an email about their goals signed off from one of the gym instructors?
The more you get to know about your customers, the easier it will be to retain them and to increase their lifetime value.
Your marketing should be based on what your customer wants to achieve, not what your business wants to achieve.
We signed up our email address to just about every Fitness Boutique in London and we were shocked at just how many sent an email with an immediate special offer.
‘Book 20 classes for £600’
‘Get 20% off your first class’
These are stabs in the dark and they’re marketing to us based on the laws of probability.
All that says to us is that they don’t care about our fitness journey or getting to know us on a personal level, they just want us to be a customer as quickly as possible.
Whereas if your instructor knows exactly what people are trying to achieve before they come in for their first session, they’d be able to deliver a far more personal training experience.
Here’s an example email that we would use:
Thanks so much for signing up for your first class, I can’t wait to show you what a ________ workout is all about.
I just wanted to fire you a quick email to find out if there was anything in particular that you were looking to get out of the class?
Let me know!
Head Spin Instructor
If they don’t respond it doesn’t matter, you haven’t lost anything.
However if they do respond, you’ve now got an extremely engaged new customer and the foundation for a long and happy relationship.
Then you’re in a position where you can send them special offers based on their goals which is so much more powerful thank blanket special offers sent to your entire email list.
You may or may not notice that there’s a theme that covers all three of our sign up process points.
If you’re going to market to humans you need to act like a human.
This means taking the time to get to know them on a personal level in an environment that feels natural.
Here’s our equation for the perfect sign up process.
Natural digital environment + (conversational communication X personalisation) = Happy new customer