Digital and Social Media specialist,
Kimberly Lee says it’s essential to know
with whom you’re communicating with,
why you’re contacting them and what
they will gain from the information.
‘Communication written for the
intended audience and designed with
purpose, is the most important type of
communication; connect with meaning.’
track open/read rates.’
According to Digital Marketing Executive
at Redline Digital Media, Damien
Kicic, member emails can help with
retention rates because they allow for
communication and special offers to
be delivered in a personalised manner.
Often included in emails are hyperlinks,
A typical gym membership database
will include a diverse range of
demographics, so communication
methods needs to be chosen carefully,
with a particular audience in mind.
Industry expert Lynsey Fraser says there
must always be a value exchange in the
communication. ‘What can you offer
members that’s different or inspiring?
Your communication with your members
needs to be effective and not overkill to
chase sales.’
Emails are, of course, one of the most
common forms of digital communication
and CEO of PulseTec Solutions, Neil Earey
says they are a low-cost alternative
to traditional print-based marketing.
‘Emails can be more responsive and
timely with the added ability to target
certain member demographics and to
which drive traffic to the company
website. Having a user-friendly interface
with easily accessible information for
new and existing members will ensure
your audience has an enjoyable
WHAT’S NEW IN FITNESS - AUTUMN 2016
communication experience. Remember
that your website design should translate
across any device; smart phone, tablet
and desktop computer.
Instant communication tools such as
social media, club apps, push
notifications and SMS’s have recently
increased in popularity