Top Direct Mail Tips for Increasing Health Club Enrollment
While the U.S. economy has not totally rebounded from the 2008 stock market crash, it is improving. That doesn’t just mean that more and more Americans are finding work; it also means we have more discretionary income to play with. And with spring, summer, and bathing suit season just around the corner, many are debating whether or not they should hit the gym.
In preparation, many health clubs and gyms are looking for ways to increase enrollment. Unfortunately, this one-time niche market is becoming increasingly competitive. According to the most recent data, in 2005, there are roughly 26,800 health clubs in the United States. Today, there are now roughly 30,500 health clubs in the U.S, representing a short-term increase of 14%.1
The rise in the number of health clubs in the U.S. comes as a result of an increased number of people wanting to join a local fitness center. In 2005, just before the recession, 41.3 million of us had a health club or gym membership; today, roughly 50.2 million of us have a health club membership. To put that into perspective, during the period where the number of health clubs increased by 14%, the number of those joining health clubs soared more than 21%.
While advertising with direct mail is considered the most desired form of marketing, not all forms of direct marketing are optimized for all products and services. Health club owners need to decide what kind of direct mail promotion they want to use. Is it entertaining or educational? Does it help the decision-making process, or is it more informational?
One of the most popular and effective forms of direct mail marketing for health clubs is also one of the least expensive: postcards. With postcards, consumers get the benefit of reading the headline and seeing the sales copy right away, without needing to open an envelope.
That said, you can have the most brilliantly designed postcard with the best copy in the world, but if it doesn’t get into the right hands, it’s for naught. The fact of the matter is that the success or failure of a direct mail marketing campaign rests on the quality of the mailing list.
A targeted mailing list isn’t about saturating mail routes with your direct mail and hoping for the best; it’s about finding your audience, minimizing your expenses, and maximizing your results.
And with the U.S. economy on the rebound, health club membership is expected to accelerate by more than three percent in 2014—faster than the overall U.S. economy. To be successful, health clubs need to do more than just sustain growth; they need to be continually growing.
With access to over 70,000 lists, Macromark is one of the largest postal mail and e-mail list brokers in the country, providing its clients with targeted and relevant consumer and business lists they can use for prospecting, lead generation, and direct marketing sales.
Macromark’s direct mail marketing lists can help health clubs create direct mail marketing lists that profile more difficult-to-obtain lifestyle information, such as values, diet, hobbies, and whether they jog, work out, etc.—the kinds of specific information that can help brands refine their direct mail marketing lists.
While there is no single magic formula to optimizing your health club’s business mailing list, Macromark can help health clubs refine their search metrics and find their target audience.
Whether you’re looking for direct marketing options or new multimedia business solutions, Macromark has the right information, staff, and tools to help your business in whatever capacity it needs. For more information, contact us at (845) 230-6300, e-mail us at [email protected], or check out our web site at www.macromark.com.
“Health Club Industry Overview,” International Health, Racquet & Sportsclub Association web site, June 17, 2013; http://www.ihrsa.org/about-the-industry/.
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