How To Create An Email Marketing Plan For Your Fitness Business

Imagine having the power to hit the “Send” button and get in front of hundreds, maybe even thousands of leads.   That’s what email marketing does for you!

You don’t have to be using email now in your business or currently have access to a big list to make email marketing work for you either.

Instead of complicating the process of getting started with using email marketing to add clients to your business I wanted to lay out a really simple, clear plan for you to follow and get started with right away.

Get Started Here…

If you’ve already got an email service provider like MailChimp, Aweber or ConvertKit go ahead and skip to the next section.

Emailing your contacts from your Gmail or other email address isn’t going to cut it.  You want to get set up to create and easy to implement plan for your marketing and to ethically email your contacts.

Your first step is to sign up  for one of the many email service providers.

Here’s why:

  • It ensures you’re following the rules of the CAN-SPAM Act so you stay out of trouble
  • You can manage your list better to provide relevant content
  • It looks more professional
  • You can get stats on your email marketing

Those are just a few reasons.  Trust me, sign up for an account.

ConvertKit is the service provider that I recommend for small business owners looking to build up a list and market their blog and services.  It’s really easy to use and cost effective to get started.

If you want to start for free use MailChimp.

Get Your First 100 Subscribers

There’s nothing worse than starting your email marketing plan and sending it out to no one.  But, we all start somewhere.

Here’s a quick plan to get your current contacts to subscribe

  1. Create a list of all the contacts you have email addresses for that would be a good fit for your email newsletter
  2. Write up a template and email each of them individually with either a link to subscribe or asking them to reply if it’s okay if you add them
  3. Post to social media asking if anyone is interested in getting fitness and nutrition tips from you with your email newsletter

You’d be surprised how many people you’ll get started with by reaching out and asking if they want to sign up.  Just sending out requests to your 250 list could get you 50-75 subscribers.

Give yourself one week to send these requests out and then start sending your email newsletter on the next Monday.

Determine Your Frequency

Commit to sending out at least 1 email newsletter each week.  That’s the minimum requirement, if you are motivated to really build your list and use email marketing to grow your business create a schedule to send 3 times per week.

Don’t be worried about sending too many emails or bombarding your email list with information.  You’ve got valuable information that your audience wants.

You want to be top of mind for the people on your email list and that requires you stay in front of them. Instead of sending out emails with tons of info try breaking it up and sending out smaller bits of info that is easier to consume.

Determine Your Content

I’m a big fan of using my email list to drive people to my website instead of only putting content in my emails.  You can recylce your content this way and get more bang for your buck (like sharing on social media).

Trying to figure out what content to create for your audience isn’t difficult.  Brainstorm all the challenges and questions your Ideal Client has about fitness and nutrition.  This list will serve as your content guide.

For each topic you can create a 500-1000 word blog post or short 2-3 minute video revealing the solution.

Here are a few examples to get you started:

  • Top 5 Exercises For A Tighter Tummy
  • How to tone up your arms/legs/butt/stomach
  • 3 Foods To Avoid If Your Trying To Tone Up
  • 25 Tips To Help You Get Started Exercising
  • 3 Mistakes Everyone Makes When Trying To Lose Weight
  • How To Avoid Regaining Weight After You Go On A Diet
  • 10 Minute Workouts For Busy Moms/Dads/Professionals

Write down your list of ideas and block of some time each week to create your content.

Your Email Marketing Schedule

The types of newsletters and the content you send will be determined by the frequency your choose.  If you’re mailing once per week it’s recommended that 3 of 4 newsletters during the month are content focused. Highlight success stories, share valuable tips and provide information that build value and trust with your subscribers.  One of your monthly emails should then be a direct promotional email to your Front End Offer.

If you are mailing 2 or 3 times per week I recommend that you send out two promotions a month and fill in the rest with valuable content.

Don’t overthink it too much!

Track, Measure, Optimize

Watch your basic email stats and then optimize your plan based off the results.

Key stats to watch for are:

  • Open Rate
  • Click Thru Rate
  • Conversion Rate on your promotional emails

Focus on Growth

If you are going to use email marketing as a key part of your marketing strategy make sure you have a plan and goals for list growth.  Every lead you get should be added to your email list so that you can constantly stay in contact with them.

Here’s a quick video showing you 5 ways to grow your list.


Your Complete Email Marketing Guide

Let me take you through a complete course on email marketing to grow your fitness business by grabbing the Email Marketing Systems course.  Inside I’ll show you how to build your list, create your campaigns, layout your content schedule and improve your writing skills to turn more leads into clients.

Prospect your list


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