Since the start of the pandemic, we have all had plenty of practice in “pivoting” and if you’re a yoga teacher or yoga studio owner, there’s a good chance you have had to pivot your own strategy by moving your yoga classes online. Whether you are selling pre-recorded, on-demand classes, or live yoga classes through Zoom, you have most likely encountered the challenge of maintaining effective and consistent communication with your students.
In the absence of connecting in-person with your yoga students, email can be one of the most effective tools for communication – but, how do you possibly cut through the noise and capture the attention of your students? Here are some best practices for creating emails that your yoga students will see and open. Use these ideas now to stay connected in a virtual environment and in the future even when you can safely offer in-person yoga classes.
Segment your email list and audience:
With overburdened inboxes, the competition is fierce to be seen, open, and read. One way to increase your chances of being seen is to personalize your emails by segmenting your audience. For example, if you have a group of yoga students who are regular attendees and have been participating in your classes for at least six months, you might have a different message and call-to-action for them such as offering a class package deal, digital yoga membership, or a new yoga and meditation workshop that will progress their practice. For students who are new or infrequent visitors to your class, then your messaging might take a different approach since you are still in the beginning stages of building a relationship with these students. Yes, you are still building a relationship with the former example group of dedicated students, but they are on a different part of their journey with you. The bottom line: Segment your audience and talk to them based on your relationship with them.
Add personality to your emails:
We just talked about using your emails as an opportunity to meet your yoga students where they are but remember to also stay true to your own authentic personality! There are some ways to add personality to your emails. One easy tactic to test out is to use an emoji in your subject line. Believe it or not, emoji usage in subject lines is a divisive topic in the world of marketing! But, if it feels right to you and the tone you’re trying to convey, give this a try and see if this increases email opens and clicks. You can also play with using humor in your subject line and content, if it feels right. If you tend to communicate more directly, then keep the components of your email direct and straightforward – just like you! In addition to adding your own personality, experiment with adding attributes to your email such as your yoga student’s first name, last time they attended a class, or another personal detail so when your student is reading the email, it will feel like it was tailored just for them.
Balance your emails with visual and text content:
When creating an email, make sure that your text copy is balanced and complemented with visual content. Additionally, the visual content should be relevant and not just added for the sake of adding images. Use this as a way to enhance your message which can help increase email engagement. Readers are more likely to keep opening your emails if they are interesting to read!
Keep your email message succinct:
The purpose of your email should be clear to your yoga student within the first few seconds of opening it. Our attention span when it comes to emails isn’t long so it’s important to hook your email recipient quickly. As we’ve covered, laying out your email with a balance of text and visual content will help the reader discern what information they need and want to know.
For example, let’s say you have two sections in your email. The first section is a reminder about upcoming yoga classes and the second section is a synopsis about a new blog post you’ve written about yoga sequences for good sleep. When you build the email, use relevant pictures, text headings, and text formatting like bold to make each section distinct and easy for your yoga student to quickly see the information you’re sharing.
Keep in mind that whoever is reading your message is busy. Taking the time and effort to create an efficient and easy-to-digest email will increase the likelihood of your yoga students and readers opening your future emails.
Maintain a consistent email schedule:
As we rely heavily on digital marketing such as emails for connecting with our audience (in this case, our yoga students), it’s important to be reliable and build trust with your audience. One way to achieve this is to plan and maintain a consistent email schedule. If you commit to a monthly newsletter that goes out to all subscribers, then make sure to adhere to that monthly schedule! If you send out a reminder note to all students of a weekly yoga class, then ensure you are sticking to that schedule!
While it is up to you on how often to email your subscribers, we recommend going no longer than one month without sending a message. Have you ever signed up for an email list and didn’t hear from the company or provider for several months? Did you feel connected with them, or did you click unsubscribe or ignore the email? Infrequent or random email messages generally don’t gain traction and if you want to increase the chances of your messages being received, then you want to make sure your readers remember who you are and what you offer!
Survey your readers:
Your existing and potential yoga students are your best source to tell you what is and isn’t working with your communications. Ask them to take a brief survey (if it’s within your capacity, offer some kind of incentive or giveaway to help attract participation). Make any adjustments based on the insights you hear.
There are many ways to personalize email messages but these best practices and tips will strengthen your email game and help you stay connected with your audience when getting together in-person for classes or services isn’t possible. Here at OfferingTree, we believe effective communication is central in building relationships with your existing and potential students and key in growing your business. Our email marketing tool offers the ability to create engaging newsletters, send tailored emails to your students, and more! Visit OfferingTree.com or schedule a demo here to learn how our system can help you achieve your yoga business goals.