Case Study

01 — Client Overview

The client is a boutique gym chain offering personalized fitness programs and classes. Despite a loyal customer base, their email marketing campaigns were struggling with low open and click-through rates, leading to missed opportunities for upselling and customer retention.

02 — The challenge

My client needed to revamp their email marketing strategy to boost engagement and drive more conversions from their existing customer base. Their current emails were underperforming due to:

• Generic Content: The emails lacked personalization and relevance, making them easy to ignore.

• Weak Subject Lines: The subject lines were not compelling enough to encourage opens.

• Poor CTA Performance: The calls-to-action were unclear, resulting in low click-through rates.

03 — The Solution

I developed a targeted email marketing strategy aimed at increasing engagement by focusing on personalization, compelling subject lines, and strong CTAs.

1. Personalization and Segmentation

• I worked with my client to segment their email list based on customer behavior, preferences, and past purchases. This allowed us to create more personalized content tailored to each segment’s interests.

• For example, customers who frequently attended yoga classes received emails featuring new yoga-related content, while strength training enthusiasts were targeted with relevant promotions.

2. Crafting Compelling Subject Lines

• I tested and optimized various subject lines to increase open rates. By incorporating elements of curiosity, urgency, and relevance, we saw a significant improvement in engagement.

• Example subject lines included: “Unlock Your Next Level: Exclusive Offers Just for You” and “Last Chance to Secure Your Spot in Our Newest Class!”

3. Strong, Action-Oriented CTAs

• I redesigned the CTAs to be clear and direct, with a focus on benefits. For example, instead of “Learn More,” the CTA was changed to “Reserve Your Spot Now and Get 10% Off.”

• I also incorporated buttons and visually appealing elements to make the CTAs stand out.

04 — The Results

The new email marketing strategy yielded impressive results for my client:

• Increased Open Rates: The average open rate increased from 18% to 28% across all campaigns.

• Higher Click-Through Rates: Click-through rates improved by 35%, leading to more website traffic and conversions.

• Boosted Customer Retention: There was a 20% increase in repeat bookings for classes and personal training sessions.