Email of the week: David Lloyd Fitness

This week, we’re looking at an email sent by David Lloyd Fitness – a well-known chain of leisure centres. We’ve put the message through the Engagement Cloud email marketing quality test to see whether it’s in great shape or if it could use a few more laps around the block…

  • We liked… a subject line with a clear call to action, specifically targeted at new members and not overdoing it with exclamation marks! Both the relevancy and the attractive offer come across clearly and tempt the reader to click through and hear more. It’s a shame that it’s slightly marred by having ‘FREE’ in capital letters, as this could be a trigger for the spam filters.
  • We didn’t like… that the email has clearly been sent to a purchased data list. The information at the bottom makes it clear that the recipient’s email address has been obtained from a third party. If you’re looking to attract new business, buying email lists is not necessarily the best route to go down. Something like search engine optimization can be much more cost effective.
  • We liked… that, despite the point about third party data,the header explains the message is not unsolicited mail and instructs the reader to see the footnotes for further details. This is a respectable, transparent way of helping the recipient understand why they’re on this list and where their details were sourced.
  • We didn’t like… the lack of social media integration. There’s a serious missed opportunity here to encourage them to send the message on and ask “Who’s going to come with me to the gym in the New Year?” Or even better, to share the offer on Twitter for anyone else who might be interested.
  • We liked… the timing. Sending this before the Christmas rush beats the competition to the punch and breaks the cliché of “New Year guilt” emails, which will certainly be doing the rounds in January. On the other hand, it also doesn’t stop them sending the offer out again and referencing this email: “we warned you…”!

In conclusion…

There’s plenty to like about this email, but it’s all soured by the fact that segmentation and targeting have been neglected. Even if it does make it through and make a good impression, a smarter strategy would have increased deliverability and ROI, creating a long-term resource to be used again and again.

With clever on-site data acquisition and a slightly more viral approach, this message could be lifted to another level both in terms of quality but also its potential success.

Let’s hope we see a better version come January!

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