In today's fast-paced digital age, many businesses rely on automated messages to connect with potential leads, particularly fitness businesses where often the business owner is not only chasing leads but coaching classes, planning timetables, planning sessions and much more.
Automated messages can range from welcome emails to appointment reminders, and they offer an efficient and cost-effective way to engage with customers. However, there's a catch - if these messages aren't personalised, they're likely to be ignored or deleted, leads want to think that their experience is personal and tailored. In this article, we'll explore why personalisation is so crucial to the success of automated messages, and how fitness businesses can use it to their advantage.

The Importance of Personalisation:

Personalisation is more than just using someone's first name in an email. It's about understanding your customer's needs, preferences, and behaviours, and tailoring your message accordingly. By doing so, you can create a more meaningful connection with your customer, which can lead to higher engagement, loyalty, and sales.
For fitness businesses, personalisation is particularly important because health and wellness are highly personal topics. Your customers want to feel understood and supported on their fitness journey, and generic messages simply won't cut it. By using data and insights to create personalised messages, you can show your customers that you care about their individual needs and goals.
Some of this may be based on the way that you are attracting your leads and the target audience that attracts. For example, if you are running Facebook ads and they are targeted at over 30’s, you want to speak in a manner that over 30’s would relate to.

Personalised Messages for Fitness Leads:

So, what types of personalised messages should fitness businesses be sending to their leads? Here are a few examples:

1. Welcome Emails:

   When someone signs up for your fitness program or newsletter, send them a personalised welcome email that acknowledges their interest in your brand. Include their name, and offer some helpful tips or resources based on their fitness goals.
   This could mean having a different automation set up for different programmes e.g. a 6 week programme welcome email compared to a free trial email. With LeadDec we also see great responses from businesses who have their onboarding and check-ins automated as well. It is important to remember to not automate the entire experience, for example, if you are running check in automations these should be conversation starters. If the lead responds it gives you the opportunity to reply manually.

2. Follow-Up Emails:
   If a lead hasn't responded to your initial message, don't give up just yet. Send a personalised follow-up email that reminds them of the benefits of your program and offers to answer any questions they may have.
   These follow up emails or texts should also remind them to book in for a call or consultation.
   It should also be mentioned that some leads may find it off putting to be messaged multiple times, within LeadDec we have a ‘DND’ option where you could stop them receiving bulk emails or texts to make sure that they aren’t bombarded. This should only be used, however, if the person explicitly mentions not being contacted.

3. Appointment Reminders:
   If a lead has booked an appointment with you, send a personalised reminder that includes the date, time, and location of the appointment. You can also offer some helpful tips or reminders to help them prepare.
   Some great automations that we see include maps to locations or tips to finding the location (e.g. first dorr after the green gate, etc.)

4. 4 Week Follow Up:
   Our 4-week follow-up strategy is a proven success at our gym and has been implemented by many of our LeadDec clients with fantastic results.
   By sending an automated message to re-engage a cold lead a month after their initial response, we have seen a renewed interest in our gym. It's important to note that the approach may vary slightly for a lead with no prior contact versus one who showed initial interest but never made a purchase so they think that you have taken the time to reach out again for yourself.

5. Birthday Emails:
   Everyone likes to feel special on their birthday. Send a personalised email that offers a discount or special promotion to help your leads celebrate their special day.
   This is a great way to contact cold leads as well and put the thought back in their head.

In conclusion, personalisation is key to the success of automated messages for fitness businesses. By understanding your customers' needs, preferences, and behaviours, you can create more meaningful connections that lead to higher engagement and sales. So, take the time to gather data and insights about your customers, and use that information to create personalised messages that show you care. With the right approach, you can win over even the toughest fitness leads and build a loyal customer base that will help your business thrive.

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