Since January 1st I’ve been constantly e-welcomed by “January specials” from various gyms, private trainers, and barre method studios, all of them inviting me to take advantage of a “beginners” special offer of up to a 50% reduction—if I join NOW!!
Ugh… I’m so sick of this January “health month”! Why are companies so desperate to get us in the door in January? Of course, I get that there are millions of folks out there who are either on a post-holiday guilt trip or have made a New Year’s resolution (which often only lasts for a week or 2) to sign up for a gym/body changing institution membership or a private trainer.
But what I particularly don’t understand is why I’m getting emails from places/institutions I’m already working out at! Don’t they know who their current clients are? Or are they simply not paying any attention to their email marketing lists? In my book, both are bad.
Problem: I’m getting so sick of these offers that I’ve stopped opening emails from places I frequently work out at. In the long run, this can become problematic for the company. In the past, these companies have sent me super interesting information, including new offers that would suit me as well as information about hours of operations and so forth. Now, after January, I’m inclined not to pay attention anymore.
The Fix: Categorizing mailing lists is key. For example, a good way is to send emails is through Mailchimp. Also, have at least 3 different lists such as current clients, inactive clients, and new clients. Obviously, a fourth list could be generated by buying a mailing list and blasting out a fluffy newcomer offer with a January special.