How Often Should You Email Your Clients?

Your email is by far the most effective form of marketing you can do for your business.

Spring Three | How often should you email your clients?

Data shows that email marketing has the highest ROI (Return on investment) of all!

The reason is that the investment itself is relatively low (it is cheap) and the audience is already considered “warm” - they already know you or have heard of you because they are in your database.


But, the question of how often to email your client list comes up often. In fact, I don’t think I’ve worked with anyone on marketing who hasn’t asked this question!

Unfortunately, there isn’t a definitive answer to this question. (THAT would make life too easy!)

But, let’s figure out how to determine what is right for YOUR fitness studio business:

If you are already running email campaigns frequently, then you can start by looking at your performance metrics.  How many people are on your email list? How often are they opening emails? Are people clicking on links in your email campaigns? How many are unsubscribing? Pay attention to these numbers! Once you have a baseline in place, you can test different strategies and see what works and what doesn’t.

If you are relatively new to sending out emails or perhaps haven’t been focused on this then there is a good chance your subscribers won’t know what to expect from you. Your email campaigns are not only a great way to engage with your clients and promote your business, but they are also a GREAT way to show that you are reliable and trustworthy (two important brand values!). How? By being consistent. If you send no emails for months at a time and then send 3 in a week you are not sending a great message about what clients should expect from your business.

As a business looking for long-term clients (remember it's all about building relationships) your email list is a list of your people - your tribe, your clients. This isn’t a faceless list… this is a list of people you know filled with relationships you have nurtured. The better you know your clients, the better you’ll know what they’ll want to hear about (or not!). So that’s a pretty important component - think about what your clients would appreciate (or not). What do they want to hear about? Or not? If you’re not sure - it’s time to get closer to your clients!

“What do I write?” is the second question I get asked most often about email marketing. When it comes to content, it has to be relevant. Every message you send has to have a unique value so share lots of useful information, education and insight into your studio business. That said, you are competing for the attention of your clients. They have many, many other emails in their inbox so there is no need to write a novel! Keep it short and to the point. If you want to go into more detail on something, put a link to the full content on your website. Vary the content so it stays fresh and exciting and… HAVE FUN!

Data shows that most small businesses send emails around once per month. But, I would recommend that you send your database an email once per week - at minimum. More if you have a promotion or challenge or something super important to share.  If you are currently a member of the once-a-month club, you could slowly increase the frequency of your emails. Start with 2 x month for a couple of months and then up it to weekly. Generally I find that studios send LESS emails than they should… so if you are uncomfortable with the number of emails you send your clients (as in you feel like you might be doing too much)… you are probably right at the sweet spot!

How to show you care:

  • Send a hello email to all new clients and introduce your studio

  • Be consistent - have respect for landing in the inbox of your clients. Stick to a regular schedule!

  • Be engaging - share relevant and inspiring content and information that your clients want and need!

Emails are a great way to nurture the relationship you have with your clients and develop relationships with existing clients. What is your email strategy? How often do you send emails and how do you integrate that with other marketing tools like social media?