In a recent post I discussed how 24h fitness was missing a big opportunity with their email efforts. In a  nutshell I was a member with an expiring membership, but there was practically no email activity. They did not have me on any life cycle campaigns or retention segments. I was not receiving anything for that matter – when it was an opportune time to communicate with me.

I was starting to wonder if they were just in the dark with email marketing. Finally I received something last week. They still missed the ball with the timing of my membership, but I will get them credit below for some good things in their email.

Read the recent 24h fitness post for some recommendations and approaches they should have had in place.

With the screen grab below, the following positive elements stand out for me

1. Simple Design: It’s somewhat minimalist and I like that. Too many email marketers try to get fancy with their design work, which may look pretty, but doesn’t encourage engagement. Get the point across and get your subscribers to take action.

2. Pre-Header: Standard best practices implemented here. They link to a web version, and remind me to add them to my address book.  They also offer instructions for how to do so if I’m lost.

3. Organization: Going off of the first point on design, they follow through with to-the-point messaging that is easy to read. Information on why they are a good choice, clear button to find a club, and an option to ‘find an offer that’s right for me’. Offering clear options is key. A post from a few months ago also pointed this out with some nice design from Blue Nile.

Two Quick Improvements

1. Consistent Buttons: Notice the Find a Club button is clearly a button? This is good. The Find an Offer area isn’t quite as clear. I would make this consistent with the other. On the button note, I also think they need to be a different color. The dark blue just doesn’t pop. Get my eyes going to the button to I can’t miss it.

2. Image Location: I would hope they are implementing email testing. I would want to see how the Find an Offer button performs above the image (with the image pushed down). This may be a mistake as it throws off the alignment of the 2 main calls to action, but test and find out.

Questions or thoughts? Leave a comment or feel free to shoot me an email.