Camden Boxing Club
I was contacted by Camden Boxing Club to create a series of six welcome emails for potential sign-ups to their new gym. This was the second club in their franchise and their brand is all about making people – whoever they are – feel welcome. Whether they’re a City worker looking for an intense workout or a mum looking to build up fitness alongside her two children, my copy needed to cater for everyone.
The client asked for the emails to focus on:
Group Classes
1:1 Personal Training
Sparring
Kids Classes
FAQs and Setting Expectations
Information about their sister club Rathbone Boxing
The emails are delivered in a automated sequence and need to build on the information already imparted. So while the content of the emails changes, the messaging never should. Customers always need to know: “You are welcome at our gyms and you will get a good workout. Sign up now and start building up proper fitness in an environment you can trust.”
The CTA is always the same, urging the reader to Register and Book Now. I also recommended that the client offer a slightly different discount offer in each email. This had the benefit of conveying a sense of urgency by making each offer unique, and therefore (seemingly) special.
