Elevating Email Marketing: A Fitness Studio's Guide to A/B Testing

May 23, 2023·Nataliia· 10 min read All posts

You're a fitness studio owner with a loyal client base, but you struggle to get them to show up consistently. You know that email marketing can help, but where do you start? A recent study shows that 72% of businesses don't use email marketing effectively, while 63% of customers expect to receive more automated, personalized messages from brands. Meanwhile, email marketing averages a 3800% return on investment for every dollar spent.

72↑

Ineffective Email Marketing

Percentage of businesses not using email marketing effectively

63↑

Customer Expectations

Percentage of customers expecting automated messages

3800→

Email ROI

Return on investment for email marketing

15→

Average Email Open Rate

Average email open rate across industries

A/B testing can help you identify the most effective strategies for your fitness studio's email marketing. But where do you start? Here's a step-by-step guide to help you elevate your email marketing and boost client engagement.

Choosing the Right Email Service Provider

When selecting an email service provider (ESP), consider features like automation, segmentation, and analytics. Many ESPs offer free trials or basic plans, allowing you to test their capabilities before committing to a paid plan. For example, Mailchimp offers a free plan for businesses with fewer than 2,000 subscribers, while ConvertKit provides a free trial for 14 days.

Pro Tip

Want expert help? DataLatte's email & SMS marketing service is built specifically for local small businesses.

Building an Email List

Your email list is the foundation of your email marketing strategy. To grow your list, encourage clients to opt-in by offering incentives like discounts or free consultations. You can also add a sign-up form to your website or social media profiles. For instance, a local yoga studio in Los Angeles added a sign-up form to their website, resulting in a 30% increase in email subscribers within two weeks.

Crafting Compelling Email Content

Subject lines, email copy, and calls-to-action (CTAs) are crucial elements in crafting effective email content. Use attention-grabbing subject lines that encourage opens, and personalize email copy by addressing clients by name. Use clear and concise language, and include a clear CTA that directs clients to a specific action. For example, a fitness studio in New York City sent an email with a subject line "Get Ready for Summer" and a CTA to book a summer boot camp session, resulting in a 25% increase in bookings within a week.

Designing Email Campaigns

When designing email campaigns, consider the 80/20 rule: 80% of the content should be relevant and engaging, while 20% should be promotional. Use a mix of text and images to make your emails visually appealing, and include clear and concise calls-to-action. Use segmentation to personalize your emails and increase engagement. For instance, a local gym in Chicago sent a series of emails to clients who had not visited the gym in the past month, resulting in a 50% increase in repeat business within three weeks.

A/B Testing for Success

A/B testing is a crucial step in optimizing your email marketing strategy. Test different subject lines, email copy, and CTAs to see what works best for your business. Use a control group to measure the performance of your A/B tests, and analyze the results to identify trends and patterns. For example, a fitness studio in Miami A/B tested two subject lines: "Get Fit, Feel Great" and "Summer Specials Inside." The results showed that the first subject line performed 20% better than the second.

Subject Line Performance

Get Fit, Feel GreatBest

80%

Summer Specials Inside

60%

A/B test results for subject line performance

Best Practices for A/B Testing

When conducting A/B tests, keep the following best practices in mind:

Keep tests simple and focused on a single variable.
Use a control group to measure performance.
Analyze results objectively and without bias.
Test frequently to stay on top of trends and patterns.
Avoid over-testing, which can lead to fatigue and decreased engagement.

Pro Tip

A/B testing is an ongoing process. Continuously test and refine your email marketing strategy to stay ahead of the competition.

Watch Out

Avoid over-testing, which can lead to fatigue and decreased engagement. Focus on testing one variable at a time to maximize results.

Real Example

A local fitness studio in Boston sent a series of A/B tested emails to clients who had not visited the gym in the past month. The results showed a 50% increase in repeat business within three weeks.

Common Mistakes to Avoid

Even the most well-intentioned fitness studio owners stumble when they first dip their toes into A/B testing. The good news? These missteps are predictable—and fixable. Here are five mistakes we've seen local studio owners make, along with the specific adjustments that turned their email campaigns around.

Mistake #1: Testing Too Many Variables at Once

Imagine walking into your studio and trying to change every exercise in a client's program simultaneously. You'd never know which move caused the soreness—or the breakthrough. The same logic applies to A/B testing. Yet we regularly see studio owners test a new subject line, a different call-to-action button color, a revised offer, and a shifted send time all in the same experiment. The result? A muddled data set that tells you nothing useful.

A boutique Pilates studio in Melbourne tried exactly this. They changed the subject line from "Tuesday Flow is back" to "Your mat is waiting 🌿," swapped their green CTA button for a coral one, offered a "buy 5 get 1 free" punch card instead of their usual "10% off a single class," and sent the email at 8 a.m. instead of 6 p.m. When open rates jumped 12% and click-throughs climbed 8%, they had no idea which change drove the improvement. The next month, they reverted everything to the original format—and lost all their gains.

The fix: Test one element at a time. If you want to optimize subject lines, run a subject-line-only test for at least two weeks. Change nothing else. Once you identify the winner, move on to testing your CTA copy, then your offer, then your send time. This sequential approach might feel slower, but it builds a reliable playbook. You'll know exactly which lever to pull when you need a quick lift in engagement.

Mistake #2: Ignoring the Power of the Preview Text

Your subject line gets all the attention, but your preview text—that snippet of copy that appears next to the subject line in most inboxes—is the unsung hero of email open rates. Many fitness studio owners either leave it blank (which pulls the first few words of the email body, often something dull like "Hi there, we hope you're having a great week") or treat it as an afterthought.

A yoga studio in Austin, Texas, ran a test that reveals just how much preview text matters. Their control email had a subject line of "Restorative Yoga Tonight at 7" with no preview text set. Their variant kept the same subject line but added a preview text: "Bring your blocks and a blanket—we'll guide you through 60 minutes of deep release." The variant achieved a 34% higher open rate. That's not a small bump—it's the difference between a campaign that lands and one that languishes.

The fix: Treat preview text as a second headline. Use it to add context, create curiosity, or reinforce the value of opening the email. For fitness studios, preview text can highlight a class benefit ("Feel the difference in just one session"), create urgency ("Only 5 spots left for Saturday's HIIT"), or tease content ("We found the best post-workout smoothie recipe"). Keep it under 90 characters to avoid truncation on mobile devices, where 47% of all email opens occur.

Mistake #3: Testing Only Open Rates

Open rates are seductive. They're the first number you see in your ESP dashboard, and they feel like a clear measure of success. But they can be deeply misleading. A subject line that promises "Free Protein Shake Inside" might generate sky-high open rates, but if the email body fails to deliver on that promise, your click-through rate and conversion rate will tank. Worse, you'll train your subscribers to distrust your emails, leading to higher unsubscribe rates over time.

A CrossFit box in Denver learned this the hard way. They tested two subject lines for their monthly challenge announcement: "January Challenge: Win a Free Month" versus "New Year, New PRs—January Challenge Details Inside." The first subject line earned a 41% open rate; the second earned 28%. The team declared the first subject line the winner. But when they looked deeper, they discovered that the second email had a 22% click-to-open rate (CTOR) compared to just 9% for the first. More importantly, the second email drove 19 actual challenge sign-ups, while the first drove only 7. The "win a free month" subject line attracted curious clickers who had no intention of committing to the challenge.

The fix: Always measure at least three metrics: open rate, click-through rate (CTR), and conversion rate (the action you actually care about—class bookings, challenge sign-ups, retail purchases, or appointment requests). For fitness studios, the most meaningful metric is often the number of class reservations or membership upgrades generated per email sent. A/B test your subject lines for opens, but also test your body copy, images, and CTAs for clicks and conversions. And never declare a winner until you've looked at the full picture.

Mistake #4: Not Segmenting Before You Test

A/B testing works best when you're comparing apples to apples. But if you send your test to your entire list—which includes active members who attend three times a week, lapsed clients who haven't visited in six months, and prospects who signed up for a newsletter but never booked a class—you're comparing fruit salad. The preferences and behaviors of these groups are so different that your test results will be averaged into meaninglessness.

Consider a martial arts studio in London that tested two email formats: one featuring a photo of the instructor demonstrating a technique, and another with a testimonial video from a student who had earned their black belt. The photo version outperformed the video version by 15% in overall click-through rate. But when the studio segmented the data, they discovered a fascinating split: active students clicked more on the technique photo (22% CTR), while lapsed students clicked more on the testimonial video (31% CTR). The lapsed students needed social proof to feel motivated to return; the active students wanted skill-building content. By testing on their full list, the studio missed the opportunity to send the right email to the right person.

The fix: Segment your email list before running any A/B test. At minimum, create three segments: active clients (attended in the last 30 days), lapsed clients (30-90 days since last visit), and cold leads (never booked or more than 90 days since last visit). Test your subject lines, offers, and content within each segment separately. You'll likely discover that what works for one group fails for another. That's not a problem—it's a goldmine of insight. Use those learnings to build targeted automation workflows that send the right message at the right time.

Mistake #5: Stopping the Test Too Early

A/B testing requires patience—something that's in short supply when you're running a business. But cutting a test short is like judging a marathon by the first mile. Statistical significance matters. Without it, you're making decisions based on noise, not signal.

A cycling studio in Vancouver ran a test comparing two send times: Tuesday at 6 a.m. versus Tuesday at noon. After just 24 hours, the 6 a.m. send had a 38% open rate compared to 22% for the noon send. The owner, thrilled, immediately scheduled all future emails for 6 a.m. But over the next three days, the noon send continued to accumulate opens as subscribers checked their email throughout the day. By day five, the noon email had actually surpassed the 6 a.m. email, with a final open rate of 41% versus 37%. The early judgment cost the studio weeks of suboptimal performance.

The fix: Let your test run until you reach statistical significance. Most ESPs include a built-in calculator, or you can use a free online tool. A general rule of thumb: for a 50/50 split, aim for at least 1,000 total opens per variation before calling a winner. If your list is small (under 500 subscribers), you may need to run the test for two to four weeks to gather enough data. Yes, that's slow. But it's far better than making a confident decision based on bad information.

Advanced A/B Testing Strategies for Re-engagement Campaigns

Getting clients to show up consistently is the central challenge for any fitness studio. Re-engagement emails—those targeted messages sent to lapsed clients—are your best tool for bringing people back. And A/B testing can turn a decent re-engagement campaign into a revenue-recovery machine.

Testing Win-Back Offers

Not all offers are created equal, especially when you're trying to lure back a client who hasn't visited in two months. A barre studio in Sydney tested three different win-back offers in a single A/B/C test:

Offer A: "Come back for 50% off your next single class"
Offer B: "Buy 5 classes, get 2 free" (a 28% discount on a multi-class pack)
Offer C: "Bring a friend for free to your next class"

The results surprised the studio owner. Offer A generated the highest click-through rate (18%), but Offer B produced the highest conversion rate (12% of recipients actually purchased the pack) and the highest average revenue per email ($14.80 versus $4.20 for Offer A). Offer C had the lowest click-through rate but the highest social sharing—several recipients forwarded the email to friends, generating new leads.

The takeaway: Test not just which offer gets clicks, but which offer drives actual revenue. A discount on a multi-class pack might have a lower initial appeal, but it locks in future visits and produces higher lifetime value. For your own re-engagement campaigns, test at least three offer types: a deep discount on a single visit, a value-add on a package purchase, and a social incentive (bring a friend, refer a friend). Track results for at least 30 days to account for delayed bookings.

Testing Re-engagement Timing

How long should you wait before sending a re-engagement email? The answer varies by studio type and client behavior. A strength-training gym in Chicago tested three different timing windows:

Timing A: Send re-engagement email 14 days after last visit
Timing B: Send re-engagement email 30 days after last visit
Timing C: Send re-engagement email 45 days after last visit

The 14-day timing produced the highest open rate (52%) and click-through rate (24%), but many of those clicks were from clients who had simply been on vacation or busy with work—they were already planning to return. The 45-day timing had a lower open rate (31%) but a higher conversion rate (8% versus 5% for the 14-day group), and those conversions came from clients who genuinely needed the nudge. The 30-day timing struck the best balance, with a 42% open rate, 18% click-through rate, and 7% conversion rate.

The takeaway: Run your own timing test based on your studio's typical attendance patterns. If most of your clients book weekly, a 14-day trigger might work. If they attend monthly, stretch to 30 or 45 days. And consider testing different timing for different client segments: high-frequency clients may need an earlier nudge, while occasional attendees might respond better to a later, more compelling offer.

Testing Subject Line Tone for Re-engagement

The tone of your re-engagement subject line can dramatically affect how lapsed clients perceive your message. A dance studio in Toronto tested three approaches:

Direct: "It's been a while—come dance with us again"
Curiosity: "Your dance shoes are gathering dust..."
Benefit-focused: "Reclaim your energy with one hour of salsa"

The direct subject line earned the highest open rate (38%), but it also generated the highest unsubscribe rate (2.1%). The curiosity subject line had a slightly lower open rate (34%) but a much lower unsubscribe rate (0.8%) and a higher click-to-open rate (28% versus 21%). The benefit-focused subject line landed in the middle on all metrics.

The takeaway: For re-engagement campaigns, avoid guilt-tripping your clients. A subject line like "We miss you" might feel warm to you, but to a busy parent who hasn't had time to work out, it can feel like pressure. Test curiosity-driven or benefit-focused subject lines that remind clients of the positive experience they'll have, not the absence they've created.

Using Behavioral Triggers to Supercharge Your A/B Tests

The most powerful A/B tests aren't random—they're based on specific client behaviors. By segmenting your list using behavioral data, you can run tests that speak directly to where your clients are in their fitness journey.

Testing Based on Class Attendance Frequency

Not all clients need the same type of email. A boxing studio in Los Angeles segmented their list into three groups based on attendance frequency:

High-frequency (3+ times per week): Tested subject lines about advanced technique workshops and new class formats
Medium-frequency (1-2 times per week): Tested subject lines about class schedule reminders and special events
Low-frequency (once every 2-4 weeks): Tested subject lines about beginner-friendly classes and social community

The results were striking. The high-frequency group responded best to subject lines that implied exclusivity ("Advanced Sparring Session—By Invitation Only"), with a 47% open rate. The medium-frequency group preferred practical reminders ("Tuesday's 6 PM Class: Reserve Your Spot Now"), hitting a 39% open rate. The low-frequency group responded to welcoming, low-pressure language ("New to Boxing? Try Our Saturday Beginner Session"), achieving a 44% open rate.

The takeaway: Stop sending the same email to your entire list. Use your booking software or CRM to tag clients by attendance frequency, then run parallel A/B tests within each segment. You'll quickly discover that what excites your most loyal clients actively intimidates your casual attendees. Tailor your messaging accordingly, and watch your engagement metrics improve across the board.

Testing Based on Purchase History

A client who buys a monthly unlimited membership has different motivations than one who purchases single-class drop-ins. A Pilates studio in San Francisco tested two email formats based on purchase history:

For membership holders: Tested emails promoting premium workshops and retail merchandise (grip socks, water bottles)
For drop-in clients: Tested emails promoting class packs and membership upgrades

The membership holders showed a 15% click-through rate on workshop promotions and a 9% rate on retail offers. The drop-in clients, meanwhile, showed a 22% click-through rate on class pack offers and a 14% rate on membership upgrade offers. The studio then refined their approach: membership holders received monthly workshop spotlights with a retail add-on, while drop-in clients received a sequence of three emails over two weeks, starting with a class pack offer, then a membership trial, then a limited-time upgrade discount.

The takeaway: Your booking data is a goldmine for segmentation. Look at what your clients actually purchase—not just what they say they want. Run A/B tests that offer different products or services to different purchase-history segments. A client who consistently buys single classes is telling you they're not ready for a membership—so don't waste your test on membership offers for that group. Instead, test different class pack price points or durations.

Testing Based on Time Since Last Interaction

The recency of a client's last interaction dramatically influences their responsiveness. A recovery studio in Austin (offering cryotherapy, compression, and stretching) tested email content based on time since last visit:

1-7 days since visit: Tested emails about recovery tips and upcoming class highlights
8-30 days since visit: Tested emails with a subtle "we noticed you haven't been in" message paired with a small incentive (10% off a single session)
31-90 days since visit: Tested emails with a stronger win-back offer (buy 3 sessions, get 1 free)

The results validated the importance of recency-based segmentation. Clients in the 1-7 day window opened recovery-tip emails at a 51% rate—they were still engaged and hungry for value-added content. Clients in the 8-30 day window responded best to the incentive email (38% open rate, 12% click-through rate). But the 31-90 day window was trickier: the win-back offer generated only a 22% open rate, but a surprising 9% conversion rate among those who did open.

The takeaway: Build automated email sequences triggered by time since last visit, and run A/B tests within each time window. The content that works for a recently-active client will fail for a lapsed one, and vice versa. By testing within these behavioral segments, you can create a tailored re-engagement funnel that catches clients before they fully drift away.

Measuring What Matters: Beyond Open Rates to Revenue Attribution

We've said it before, but it bears repeating: open rates are a vanity metric. What matters is whether your email campaigns drive revenue. For fitness studios, that means tracking how many emails lead to actual class bookings, membership purchases, retail sales, or appointment requests.

Setting Up Revenue Tracking

Most ESPs integrate with booking platforms like Mindbody, Vagaro, or Glofox. If yours doesn't, you can still track revenue manually by adding UTM parameters to your email links and monitoring them in Google Analytics. Here's a simple framework:

Tag every link in your email with UTM parameters that identify the campaign, source, medium, and content variant
Set up goals in Google Analytics that track completed bookings, purchases, or sign-ups
Run a weekly report that compares revenue generated per email variant

A yoga studio in Portland used this approach to discover that their "New Student Special" email generated $2,400 in revenue over a month—but their "Refer a Friend" email generated only $180. They shifted their A/B testing focus to optimizing the New Student Special, testing different subject lines, offers, and send times. Within three months, that single email was generating $4,100 per month.

Calculating Revenue Per Email (RPE)

Revenue per email is a simple but powerful metric. Divide the total revenue generated by a campaign by the number of emails sent. For example:

Campaign A: Sent to 2,000 subscribers, generated $800 in class bookings = $0.40 per email
Campaign B: Sent to 2,000 subscribers, generated $1,200 in class bookings = $0.60 per email

Campaign B is clearly the winner, even if its open rate was lower. Use RPE as your primary success metric for A/B tests that involve offers or calls to action. For subject-line-only tests, you can still use open rate as a proxy, but always follow up by measuring whether the winning subject line actually drives more bookings.

The Long Game: Lifetime Value Testing

The most sophisticated fitness studios test not just immediate conversions, but long-term client value. A CrossFit gym in Seattle ran an A/B test on their new member onboarding email sequence. Variant A sent a standard "Welcome to the Community" email with a link to book their first class. Variant B sent a more detailed email with a video tour of the facility, a testimonial from a current member, and a link to book a free intro session.

In the first 30 days, Variant A had a higher click-through rate (34% versus 28%) and more initial bookings. But when the gym tracked those clients for six months, they discovered that clients from Variant B had a 40% higher retention rate and a 25% higher average monthly spend. The video tour and testimonial had built a stronger emotional connection, leading to more committed members.

The takeaway: Don't stop measuring after the first click or booking. If your ESP or CRM allows it, tag clients by which email variant they received and track their behavior over three, six, and twelve months. You might find that a variant that appears weaker in the short term actually produces stronger long-term relationships—and that's the kind of insight that transforms your marketing from good to great.

Nataliia here. I know that running a fitness studio is already a full-time job—plus overtime. The last thing you need is to become a data scientist on the side. But here's the truth I've seen play out with dozens of local businesses: the studios that take even one of these A/B testing practices seriously see their email revenue climb by 30% to 60% within six months. Not because they're spending more money, but because they're spending smarter. If you'd like a hand setting up your first A/B test, or if you want to know which ESP will work best with your booking software, grab a cup of your favorite brew and let's chat. Book a free consultation—I'd love to help you turn your email list into your studio's most reliable revenue stream.

Free for local businesses

Want this applied to your business?

I'll review your Google presence, local SEO, and ad accounts — and send you a specific action plan within 48 hours. No pitch, no pressure.

Get my free audit Ask a question

fitness studio email ab testing email marketing tips small business marketing

Want hands-on help?

See how DataLatte handles Email & SMS Marketing for local businesses.

Learn more

🏋️ Industry Guide

Fitness Studio Marketing Guide

View guide

Nataliia

Local marketing strategist with 10+ years at global agencies — OMD, Dentsu, GroupM, and BBDO. Now helping small businesses get the same data-driven edge. Based in Europe, working with clients in the US, UK, Australia, and beyond.

About Nataliia