I recently received an email from 24 Hour Fitness with the subject: Join us June 30th for a SPECIAL BODYPUMP event. Now, let me say that I love my gym and Bodypump happens to be one of my favorite classes, therefore I opened the email. Below is what I saw. Do you see ANY information about a June 30th event? Go ahead, take a peek. No? Well, neither did I. 24 Hour Fitness had me at the subject line and lost me at the open. I genuinely wanted to find out more about my favorite class, but I was unable to see any correlation between the subject line and the email. The call to action (find a class today) doesn’t even drive me to more information about said event.
Don’t make the same mistake as 24 Hour Fitness did in this example. While it is not enough of a mistake to make me leave and find a new gym, I was bummed that I wasn’t able to learn more about the event. Some of us wouldn’t be lucky enough to retain customers with a similar email marketing mistake. ALWAYS make sure your subject line connects with your email’s message and call to action… ALWAYS!