Competing in the crowded fitness industry goes beyond the latest equipment, workout program–or waiting until January 2 every year to capture the inevitable mob of newbies. You need a strong brand. One that keeps clients engaged and attracts new ones. An effective podcast marketing strategy can help. And there’s no better way to do that than with a branded podcast.
Health and fitness podcasts rank among the top genres, capturing 17% of regular podcast listeners. The reason is simple: People want health-related content in an easy-to-consume format. Podcasts fit the bill on every level. Podcast email marketing can be a powerful way to let your subscribers know they can find top trending information by tuning in to your podcast.
But building a listening audience takes podcast community-building and marketing skills. An automated email sequence is an easy way to let your subscribers know they can find top trending information by tuning in to your podcast.
Your exact approach will vary depending on your specific audience and your unique value proposition (how you differentiate yourself from your competitors).
Here are general tips to start and an example of an effective podcast email marketing campaign to help members achieve their goals, build community and even make workouts more fun.
Grab ‘em with an Irresistible Email Subject Line
Most people will zip past your email if the email subject line doesn’t immediately get their attention. In fact, 80% of readers won’t make it beyond the subject line and never see your content. Knowing a bit about behavioral psychology helps. (A book on this topic I highly recommend is Nancy Harhut’s Behavioral Science in Marketing.)
For instance, a powerful strategy is using a “curiosity gap.” When we see a headline that gives just enough info to pique our interest but doesn’t fully reveal the story, we feel compelled to click to find out more.
Example: “the surprising trick top gym owners use to triple their membership”
Note: Lower case email subject lines tend to convert better than title case, according to HubSpot’s research. It appears more casual and conversational and, therefore, more authentic.
2. Make It All About Them
Focus on the member benefits right upfront. Explain how the podcast will help them achieve their fitness goals, re: “This week, we talk about the truth behind low-carb diets no one tells you!” Reframe episodes as a "free personal training session" or "insider tips" that give members extra value just for being part of your gym.
3. Create a Theme or Series
Start with a central topic broad enough to break into multiple episodes. Make each one focused enough to stand on its own as well. Themes like “Mastering Gym Fundamentals” or “Nutrition for Different Fitness Goals” work well together because they allow for deeper dives across episodes.
Design your series as a step-by-step journey. Start with foundational topics (Episode 1 might cover basic principles), then get progressively more advanced. This structure helps listeners see value in listening to each episode in order, creating a roadmap or journey feel.
At the end of each episode, give listeners a sneak peek of what’s coming next. Think of your favorite Netflix series and how the preview for next week’s episode keeps you tuned in. Do the same for your episodes. “Next week, we’re diving into [next topic]. You won’t want to miss it!”
4. Add Exclusive Resources
Add value to each episode with resources like downloadable guides, workout plans, or recipes tied to the topic. You could even create a lead magnet or “listener challenge” for each episode to reinforce what they learned and keep engagement high.
5. Repurpose Series Content for Multiple Platforms
Break down each episode into shareable clips, quotes, or even blog posts to promote the series on social media, email, and your website. You can also recap the series in a blog post once it’s complete, providing a summary and links to each episode.
You may also consider creating a limited time series or seasonal content.
Creating a limited series (e.g., “The 5-Part Guide to Better Workouts”) generates urgency. Seasonal series, like “Get Holiday Ready” or “Winter Strength Challenge,” also feel timely and make listeners want to follow along as they match the theme.
6. Feature Trainer Spotlights and Member Success Stories
People love stories and remember them far longer than statistics and numbers. This holds true even more when they know the featured people. If your podcast includes episodes with trainers or member success stories, promote this in your email by giving a quick preview.
Include quotes or teaser soundbites (think audio snippets or direct quotes in text) to let members “meet” the people before they tune in.
7. Add a CTA Button with a Sense of Urgency
Add a clear call-to-action (CTA) button that links to the episode, re:“Listen to This Week’s Episode Now!” or “Catch This Episode Before Your Next Workout!” Creating a little urgency can help, so they feel like it’s the perfect warm-up for their gym routine. It’s important to test these CTA prompts to optimize clicks. These small tweaks can lead to better engagement over time.
Note: Consider combining exclusive offers (#4) with a timely CTA for double the impact. For example, send an email with a sneak peek that’s available for only 48 hours. “Catch this exclusive clip before it goes live!”
8. Offer a Sneak Peek or Exclusive Content for Subscribers
Give email subscribers an “exclusive” first listen, behind-the-scenes take, or bonus content. Maybe it’s a quick “preview clip” only available in the email. A downloadable cheat sheet, checklist or infographic related to the episode’s topic also works. Making members feel like they’re in the loop encourages them to stay subscribed—and to stay engaged.
9. Track Opens and Listens, then Tailor Follow-ups
Use email analytics to see who opened, clicked, or engaged with the podcast emails. For members who didn’t engage, send a follow-up email with a new angle: “Did you catch this week’s episode? Here's why you’ll love it…” Personalization and segmentation based on engagement show members you’re listening to them and know what interests them.
10. Invite Engagement
Most people are lurkers, reading info without commenting. So give listeners a way to interact. Ask them to leave a comment, question, or topic request. Consider using a link to a simple survey or social media post that invites them to weigh in on upcoming topics.
With the right email strategy, and by incorporating these tips, your podcast can become an invaluable part of your brand. You’ll keep clients engaged as you watch your listenership grow.
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P.S. Even if you know the value of strong emails to attract your audience, if you can’t find another sliver of time to figure it out on your own, I can help. I offer a custom 5-email sequence, website makeovers–and more. Feel free to email me directly at Linda@TheCopyWorx.com or visit my Services page at https://thecopyworx.com/services/.
Happy podcasting.
