Ho-Ho-Holiday Marketing: The Five Best Email Promos For Wellness Businesses

Ribbon Xmas Tree

These five essential holiday marketing emails boost revenue for health clubs, wellness centers, and other health and wellness businesses by inspiring purchases across the entire spectrum of gift-giving possibilities.

They’re listed in the order that we recommend you send them:

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Holiday Marketing for Health and Wellness Businesses: The Eight Stages of Christmas!

Wellness Holiday Marketing CalendarThe annual holiday shopping season presents wonderful revenue opportunities for wellness centers, yoga studios, health clubs, healthy lifestyle businesses and other health and wellness businesses.The only catch? It takes planning to catch this wave, because the holiday marketing season actually has eight distinct stages.

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Rain, Snow, Heat, Cold: Seasonal Opportunities To Delight Customers

The changing seasons are full of opportunities for health and wellness businesses to provide unexpected moments of delight for customers who feel picked on by the weather.

Sure, you could charge for some of this – but a better strategy is to think like a marketer and treat these ideas as “lagniappe.”

That’s Cajun for “a little something extra” – that wonderfully unexpected “wow” moment that no one expects, and everyone loves.

The payoff for your wellness business is the conversation that happens the next day: “You will NOT BELIEVE what happened at my gym…yoga studio…wellness center…yesterday!”

Get your creative juices flowing with these suggestions (and I’d love to hear about any great ideas you’ve got that we missed):

Rain

  • Keep umbrellas handy and walk anyone leaving your facility out to their cars. Don’t ask – just do it: “Here, I’ll run out to your car with you.” It’s a fantastic opportunity to connect informally and make a great impression.
  • Mark off deeper puddles with traffic cones so unsuspecting customers don’t slosh through them
  • Keep cheap towels by the door that they can wipe mud off shoes with.
  • KKeep eyeglasses wipes or soft tissues near the door and offer them for drying off eyeglasses.
  • Offer “economy-weight” rain ponchos at no charge – in bulk, they’re as low as fifty cents each.
  • Keep an eye on the weather report and give customers a heads-up if you hear hail or tornado warnings
  • Having a couple days of on-again, off-again spring showers? Have a rainbow photo contest.

Snow and ice

  • Plan ahead: before winter arrives, pick up a few bags of sand, fill dirt or road salt
  • When it’s icy and slippery, sprinkle it outside your doors and along the main entrance path for customers
  • Mark off extra-slippery areas with traffic cones
  • Keep old cardboard handy so that folks can cover their windshields. Much better than having to knock that stuff off when you come back out.
  • Keep an eye on the weather report and give customers a heads-up for sudden winter storm warnings
  • Confirm that you’re open as usual or announce shorter hours or closures promptly and proactively via email, website notices and social media updates.
  • Your area doesn’t normally get snow? Capitalize on a sudden snowstorm and invite everyone with sleds, skis, or snowshoes to meet at a nearby hill.

Heat

  • Reward anyone who’s brave enough to show up with a free small disposable cup of icy water.
  • Offer a refill as they leave.
  • Use a behind-the-counter fridge to keep chilled golf wipes, miniature premoistened 100% cotton towels, or hydrating lotion wipes with essential oils.
  • Offer spray bottles (with or without built-in fans) filled with chilled water.
  • Consider placing portable misting fans near your entrance on the worst days (but leave a route for folks who don’t want to walk through the mist!).
  • An unexpectedly beautiful day in the middle of winter? Move some of your regular programs or services outside!
  • Another warm day in the middle of cooler weather? Send out quick email/social media invites and crank up a boombox, ice down drinks in a tub or host a quick ice cream social.

Cold

  • Offer complimentary hot coffee, tea and/or chocolate ready for anyone who braves the nasty weather.
  • And offer a refill when they leave.
  • Mark a designated “warming spot.” You know that one place in your store that’s always overheated? In winter, that’s an asset!
  • Consider portable patio-style heaters in exceptionally exposed areas - for example, drop-off and pickup areas.
  • Did you know you can buy warming racks for towels? A great addition for exercise-oriented businesses.
  • Too nasty for outdoor programs? Instead of cancelling, consider a field trip like a grocery store tour.
  • A refreshingly cool day in the middle of a heatwave? Another great opportunity to move some regular programs or services outside.
  • Delightfully cool in the middle of a hot month? Send quick email and/or social media invites, hand out Frisbees, serve lemonade and cookies, make it a party!

Beyond Gift Certificates: Five Ways To Rev Up Your Holiday Marketing

Why limit your holiday marketing to gift certificates?

1) If you have an e-mail newsletter or e-mail addresses for your current customers…

  • E-mail a list of your best gift ideas to your subscribers in “wish list” form. Make it easy for them to check off what they want and give it to someone else. Remember to include web and telephone ordering information since their gift-giver probably isn’t familiar with your business.
  • Holiday marketing communications don’t have to be promotional. Consider sending something fun to your subscriber list…a cartoon or link to an online game, for example. It might be a pleasant break from the relentless flood of holiday sales pitches from everyone else.

2) If you’ve got lots of existing customer and client relationships…

  • Use “you + a friend” promotions to encourage your current customers to give your services to their friends, family and co-workers. Part of the incentive is that the giver benefits from this gift, too! This approach works best with customers who already have established and trusted relationships with your business – otherwise they may be hesitant to give something unknown as a gift.
  • Offer “hint lists” – gift suggestions for the people your customers will be buying for. Tailor the categories to your business and your customers. Don’t take the lazy way out and default to “Gifts For Him” and “Gifts For Her”! You can do better. For example, if you know that your female customers are worried about how to get their guys off the couch, list the things you offer that can help solve this problem under a category calling “Getting Your Guy Moving.”

3) If you’d like more attention and name recognition…

  • How about grabbing the attention of people driving or walking past with an informal holiday party during business hours? Even better, use the event to benefit a local organization – perhaps a school, so the PTA and similar groups will be motivated to promote it. Provide food and drink (healthy, of course) and low-cost entertainment. Local bands, amateur improv comedy troupes…get creative. The price of admission? It can be anything from an old greeting card to a food or new toy donation. Get the word out inexpensively through your employees, current customers, landlord, service providers (your attorney, CPA, etc.) and neighboring businesses. Let local media know as well.
  • Consider a Secret Santa program to improve name recognition. Print up cards with your business name, tagline and location that say “Your coffee’s on us” and give them randomly to people in line at local coffee shops and similar establishments. It’s so unusual that you’ll get tons of free word-of-mouth as stunned recipients tell everyone about it!
  • Reach out to other retailers and offer a selection of their products on your website or in your facility. For example, jewelry and accessories might be a good fit for a women-oriented wellness center. Golf accessories from a local retailer might be a great fit for a personal trainer who specializes in sport-specific training. Agree up front on how they’ll compensate you for sales through your business and/or how they can cross-market your business to their customers.

4) If you’d like to tap specifically into the holiday season…

  • Offer seasonal programs and services. For example, a recipe makeover class (low-calorie egg nog, anyone?) would be very timely.
  • Present your services in the context of the season. Turn your usual stress management class into a session on handling family feuds during the holidays.
  • Consider whether your everyday services have special appeal during the holidays. If you’re a fitness center offers drop-off daycare, remind your customers that it’s available to them while they shop.

5) And last…make it easy and rewarding for customers to shop for the holidays with you.

  • Highlight interesting and unusual products. For example, Two Roads Fitness offers reflective vests and protective boots for dogs who run with their owners. And you can bet folks whose pets are like family members will absolutely get them holiday gifts.
  • Provide a short list of your most popular products or services sorted by price category. Whether your business is online or strictly in-person, many customers shop within a budget. Make it easy for them to find something suitable.
  • Punch cards are a great stocking stuffer option. They’re perfect for fitness and wellness classes plus sessions with a wellness professional like a trainer, massage therapist, or nutritionist. They also work well with similarly-priced products – for example, a punch card for ten energy drinks or protein bars, or ten fitness videos, or ten pairs of wicking socks.
  • Include a free sample of something you sell with gift certificates, punch cards, and other purchases. For example: individually wrapped healthy chocolates, energy bars and other individually-wrapped food products, trial sizes of nutritional supplements and health and beauty products. It’ll be a great freebie stocking stuffer…or a treat that your customer enjoys right away (and perhaps buys again later).