The goal of sending out the first email to an old client is not to sell them personal training, it’s to get a response.
Getting back an old client is a lot easier than finding and selling an entirely new one.
However, emails can come off as solicitous making it awkward to continue emailing or message back at a later date if the client still isn’t ready to come back into the gym.
What I’m about to tell you are the 5 best ways to email an old client in order. The overarching theme is that the only purpose of your first email is to get them to respond. As such, you don’t pitch anything. Instead, use the email to start rebuilding the relationship.
From best to worst, the 5 ways to email an old client are:
1. You remember something personal about them: An event, a birthday, an anniversary—anything. Send an email checking in and asking how Little Billys graduation was.
2. You remember something health or fitness wise that they suffered from. Find a great piece of information to send to them because you came across it and “was just thinking about them.”
3. You can make a connection through somebody else. “I was just talking to “x” and your name came up so I thought I would say hi. If you get a chance, let me know what you’re up to. I’d love to catch up.
4. You make a connection via something or some moment that you shared. “I was doing squats today and thought of you. Remember that time when…?” And follow with asking how they are.
5. A random hello, which is not the worst thing to do either. Send them a message just saying that they crossed your mind and you wanted to see how them and their family was doing. Being thought of is a good feeling.
What it comes down to is this: They know you’re a personal trainer and probably understand that you’ve got a hidden objective, you don’t need to throw it in their faces.
The point is to start a conversation. If they respond and don’t yet ask how you’re doing, respond back with another question and keep doing this until they stop responding or ask how you are. Ask enough questions about somebody else and their unconscious response will be to ask how you are doing or what you’re up to. You may also find that they allude as to how they were thinking of coming back into the gym and, “what great timing you have”.
At that point, mention that you’re loving training clients and happy that you get to help so many people etc. etc. etc. Write with excitement and passion.
If you’ve lost a relationship, get it back. Step 1 is getting a response to your initial email. Once you do, don’t let the relationship fall by the wayside again. When they’re ready to come back, you’ll be the one that they call.