As a health and wellness professional, your time with a client is limited. Beyond coaching sessions themselves, the only other, typical contact point you have would be quick text check-ins; something like, \u201cHey, how was the session today?\u201d<\/p>\n
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Unfortunately, infrequent communication could hurt client retainment in the long term. So, what can you do to strengthen and deepen your relationship with existing clients?<\/p>\n
Answer:<\/span> email marketing.\u00a0<\/p>\n \u201cBut what am I going to write in these emails?\u201d Don\u2019t panic. This article walks you through everything you need to know about sending marketing emails to clients (e.g., what to include and what you shouldn\u2019t include) for high client retention rates and lasting client loyalty.<\/p>\n First things first. For those who cringed at the term “email marketing,” here’s the truth: Although it\u2019s been around for over two decades (and is often seen as an outdated practice), it still works. Incredibly well.<\/p>\n Email marketing is ranked as the most effective marketing channel<\/span>, ahead of many newer tactics available, including social media, SEO, and even PPC advertising. For those unconvinced, perhaps this statistic can help. Email marketing has an ROI of 4,400%<\/span>.<\/p>\n Meaning? Every $1 you spend on email marketing generates roughly $44 in return. So, here’s the bottom line: Email marketing remains the best way to retain (and even attract) clients.<\/p>\n So, emails work. What now? What, exactly, should you include in these emails?<\/p>\n There are many types of emails you could send, and knowing when you should send what is critical to ensuring your clients continue opening your emails (with the alternative being relegated to their \u201cSpam\u201d folder or worse, your client clicking the \u201cUnsubscribe\u201d button).<\/p>\n \u00a0<\/p>\n <\/span><\/span><\/p>\n Imagine you’re excited about signing up for a new training package or program, and you’ve gone through the hassle of submitting personal information and entering your credit card details. Once all that’s done, you receive a payment invoice, and \u2026 that’s it.<\/p>\n How would you feel? Chances are, you’d feel let down. At the very least, you would have expected a “Welcome!” email.<\/p>\n Understandably, a client who fails to receive an “onboarding” email from you would also feel disappointed. It may even make them second-guess their decision of trusting you with their health goals (and money).<\/p>\n That\u2019s why you should always have a welcome email ready to be sent out any time a new client gets confirmed. While it doesn\u2019t have to be anything fancy, it should cover the following key points:<\/p>\n This equips a new client with all the knowledge they need about working with you\u2014and keeps them excited for their first session.<\/p>\n Let\u2019s say you\u2019re a personal trainer and your client first came to you hoping to improve their body composition (increase muscle mass and lose fat).<\/p>\n You\u2019ve designed a workout program<\/span> accounting for their fitness capabilities, lifestyle habits, and existing injuries, and your client has been on it for a month now. Unknown to you, though, they\u2019re getting a little discouraged because they can\u2019t tell any difference in their physique when looking in the mirror.<\/p>\n If you fail to do anything about it, a client in this state of mind may leave you for another personal trainer they believe could help them get results much quicker.<\/p>\n Okay, but hold on. How are you supposed to do anything when you can’t read minds or tell exactly when a particular client loses motivation?<\/p>\n Well, that\u2019s where progress update emails come in.<\/p>\n These are emails you send clients at set, regular intervals (e.g., every month), detailing the progress they\u2019ve made since the last \u201ccheck-in.\u201d<\/p>\n An evident lack of progress between consecutive emails could remind both you and your client that something’s not working with their program. Perhaps they’re not doing the things they say they are, or maybe you need to tweak their plan. Either way, progress emails create the opportunity for further communication.<\/p>\n The exact parameters you should track in a progress update email depend on your profession and a client\u2019s specific goal. For reference, here are a few client progress measures relevant to a personal trainer:<\/p>\n What if you\u2019re a health or nutrition coach, though? The same principles apply; you want to highlight client achievements and track goal progress:<\/p>\n Coaching is a two-way street.<\/p>\n While some clients are more than happy sharing feedback with you, others may have reservations about doing so\u2014particularly when they have negative things to say\u2014face-to-face.<\/p>\n FYI:<\/span> Reports show that 91% of unhappy customers<\/span> who\u2019re non-complainers simply leave! That means you might never know why that client didn\u2019t come back for their fifth session (despite looking like they enjoyed their sessions with you). In turn, this highlights the importance of \u201cfeedback emails.\u201d<\/p>\n More specifically, sending out periodic client feedback emails could achieve:\u00a0<\/p>\n Client feedback emails don\u2019t have to be lengthy. Instead, keep it brief; the less text your client has to read, the more likely they\u2019ll reply to you. In general, a great client feedback email consists of three components:<\/p>\n Client FAQs or knowledge tidbit emails are what you\u2019d think of as your typical \u201cnewsletters.\u201d Use these to share information that\u2019s helpful and relevant to your clients.<\/p>\n So, let\u2019s say you\u2019re a nutrition coach. Are any new research findings applicable to your client (e.g., protein recommendations)? What about useful articles outlining dietary tips like how to promote gut health, healthy condiments to add to their meals<\/span>, and how to avoid sugar overconsumption<\/span>?<\/p>\n You don\u2019t just have to create blog post roundups, either. If you\u2019re comfortable with the idea, you could even choose to share your own knowledge and personal insights.<\/p>\n Worried about writer\u2019s block? A great way to \u201cunclog,\u201d so to speak, would be to think about the questions clients have been asking you recently. List all you feel would be relevant to most of your clients and answer them.<\/p>\n In addition to addressing common client doubts and struggles, you may even end up sparking a whole new, exciting discussion all clients could join in.<\/p>\n And don\u2019t worry about running out of questions to answer. In your emails, you could simply insert the line, \u201cFeel free to send over any questions you have, and I\u2019ll answer them in the next email!\u201d. There\u2019s bound to be a client struggling with something; you can be sure of it.<\/p>\n You may be thinking, \u201cPromotional emails for existing clients? What for?” It’s normal to have reservations. Ultimately, though, promotional emails are beneficial for two things:<\/p>\n Of course, there are many other promotional email strategies you could use. Examples include holiday email marketing (e.g., \u201cGive the gift of better health this Christmas\u201d) and even Valentine\u2019s Day (e.g., \u201cGet your sweat on with someone special this Valentine\u2019s\u201d).<\/p>\n Be creative with it. That said, though, be mindful of the following when sending out promotional emails:<\/p>\n You could always send out emails manually. But that could get overwhelming and complex the moment your client base grows.<\/p>\n That\u2019s when you might consider investing in email marketing software that enables you to segment clients into groups, send automated emails, and track the performance of your campaigns.<\/p>\n Most importantly, a good email service provider ensures you optimize your emails for the mobile experience (FYI: 85% of users check their emails on smartphones<\/span>) and ensures that your emails do not end up in the spam folder (i.e., good email deliverability rates).<\/p>\n Monthly fees for the various email marketing tools (e.g., HubSpot<\/span>, Drip<\/span>, and ConvertKit<\/span>) may seem expensive in the short term, but keep in mind that this cost is ultimately an investment that\u2019ll help generate returns in the long run.<\/p>\n Remember:<\/span> Email marketing has an ROI of 4,400%!<\/p>\n Marketing emails can be a very valuable tool for a health and wellness professional.<\/p>\n They help set you apart from others as you\u2019re taking the time and effort to provide value beyond coaching sessions. Best of all, you\u2019ll be making sure you stay on your clients\u2019 radars.<\/p>\n Just be mindful of being relevant and relatable in all communications. That\u2019s how you get clients\u2014and keep them.<\/p>\n \u00a0<\/p>\nDo Emails Provide Value?<\/h2>\n
Onboarding Emails<\/h2>\n
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Progress Update Emails<\/h2>\n
What You Could Include in a Progress Update Email<\/h3>\n
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Client Review\/Feedback Emails<\/h2>\n
What Sending Out Client Feedback Emails Achieves<\/h3>\n
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What to Include in a Client Feedback Email<\/h3>\n
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Client FAQs or Knowledge Tidbit Emails<\/h2>\n
Promotional Emails<\/h2>\n
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Additional Tips When Crafting an Email<\/h2>\n
Takeaway<\/h2>\n
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<\/span><\/span><\/p>\nReferences<\/h2>\n<\/div>\n