Your email list is one of the most powerful weapons you have in your arsenal. While it’s great to have a large social media following, at the end of the day, Instagram and Facebook control the rules and change the algorithm so often it’s hard to keep up. You might have 100,000 followers on a particular platform but that doesn’t necessarily mean you can convert many of those into paying clients.
Your email list, on the other hand, is a list of contacts that are all for yourself, and they’ve signed up to be on your list because they know your brand and appreciate who you are. That means it’s a good list of followers to capitalize on by offering a great product or online training packages. The best way to keep a relationship with your email list, which makes them more likely to purchase your services in the future, is to release a newsletter each week that offers them useful health and fitness information and provides them with updates that are going on in your life and fitness journey. Clients don’t actually buy a product from you—they but into who you are. And issuing a weekly newsletter is the perfect time to tell them the story of who you are and how you’re growing.
Writing weekly newsletters may not come naturally to everyone, and that’s completely fine. You don’t need to be a dynamite novelist in order to release an effective, informative newsletter each week. You just need to be concise, authentic, and digestible enough so that people of all levels find it useful. Here are five tips to make sure you’re making the most out of your weekly newsletter to your email list.
Provide a Series on Interesting Topics
The whole point of your newsletter is to offer your followers something useful they can use in their daily life. We often forget that trainers and coaches are lucky to know so much about health and fitness, while the vast majority of the everyday population knows the very basics about how to take care of their body. You don’t have to teach on a complex subject—all you have to do is share simple information that will have an impact on their day-to-day life.
Consider releasing a string of series in your newsletter to your email list. For example, you can do an 8-week series on mobility exercises for desk workers, then follow it up with a 6-week series on intuitive eating. Exchange any of these ideas with some of your own, topics that you feel comfortable talking about. Plan ahead into the future and give your email list a calendar of what series they can look forward to.
If Videos Are Your Strength, Go For It
Most newsletters are filled with written content but if your strength lies in video rather than writing, deliver video content instead. It’s important to be authentic with your voice. Your email list will be able to smell inauthenticity a mile away, so don’t force yourself to release something every week that doesn’t sound and feel like you and your brand. Platforms like Mailchimp allow you to embed YouTube videos in their email campaigns so don’t be afraid to make a video instead and release that during your series rather than a written mini-blog.
Include Some Updates on Your Personal Life
People want to be up to date with what’s going on in your life. They want to feel inspired by you, what you’ve accomplished, and what you’re working on right now. Even if it’s just a small paragraph included in each weekly newsletter, give them at least a small update as to what’s going on in your life. You can tell them about your training goals (including videos is even better!), your diet changes, or any big news that has taken place recently (a new marriage, a move to a different city, etc.). The more they feel connected to you, the more they’ll want to purchase your services in the future.
Remember the saying: people are never buying products, they’re buying into who you are. People need to feel a connection to your story and the challenges you’ve faced. This will make them believe they too can overcome the obstacles in their life and achieve something great, no matter how many times they’ve failed in the past.
Be Very Consistent With Your Newsletter Schedule
Don’t fall behind on your newsletter. You may try to convince yourself that you’re not making immediate, direct money off of it anyway so there’s no point in breaking your back to send it out religiously. But now’s the time to play the long game. Think about how important it is to build a trusting relationship with your followers and email list; this will lead to them trusting you enough to purchase your services or products in the future. Put in the work now, every single week, to send the message to your email list that you’re committed to providing useful information to help them lead happier and healthier lives. They’ll feel connected to you and your online community.
Learn How to Launch Products
The whole point of your email list is to capitalize on your reciprocal relationship when the time comes. Spend your free time researching and reading about the kinds of successful launch practices that are out there right now. Don’t let your email list go to waste. Commit to learning about how you and your email list can have a long-term, successful, give-and-take relationship. So when the opportunity arises, you’ll be ready to deliver a spectacular launch for your email list.