A gym newsletter that's purely promotional — sign up now, refer a friend now — trains members to ignore it within a few sends. A newsletter with genuinely useful content earns continued attention.
Lead with value, not the ask
A quick training tip, a member spotlight, or a class schedule update gives a reason to open the email beyond just a discount code.
Keep it short and consistent, not sporadic
A brief, predictable newsletter sent on a consistent schedule builds a habit of opening it — an occasional, long, inconsistent one gets deprioritized and eventually ignored.