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Step 1, Set Up Mailchimp & Import Your Clients
⏱ 20 minutes
Mailchimp (mailchimp.com) is free for up to 500 contacts and 1,000 emails per month, plenty for most personal trainers starting out. Here's how to get set up in 20 minutes.
- Go to mailchimp.com and click "Sign Up Free", no credit card needed
- Create your audience (this is your email list): Audience → Manage Audience → Settings → Audience name: "My Training Clients"
- Import your existing clients: Audience → Add contacts → Import contacts → Upload a CSV with Name and Email columns
- Create two tags: "Active Client" (currently training) and "Past Client" (no longer active), you'll use these to send targeted campaigns
- Connect Zapier to add new Calendly bookings automatically: see our Zapier tutorial →
💡 Pro Tip
Don't have client emails in one place? Check your phone contacts, old text threads, and your booking app. Even 20–30 contacts is enough to start, your list will grow automatically once Zapier is connected to your booking tool.
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Step 2, Build a 3-Email Welcome Sequence
⏱ 35 minutes
A welcome sequence is a series of emails that goes out automatically when someone joins your list or books their first session. It builds trust and excitement before they've even walked through the door. Here's a proven 3-email sequence for personal trainers:
Email 1 (Immediately): Welcome to [Your Name] Personal Training
Subject: Welcome to [Your Name] Personal Training 🎉
Hi [First Name],
Welcome aboard! I'm so pumped to start working with you.
Here's everything you need to know before we meet:
📍 Location: [Your address]
💡 Bring: Water bottle, towel, comfortable workout clothes
🥗 Nutrition: Eat a light meal 60–90 minutes before our session
What to expect at your first session:
We'll start with a quick movement assessment to understand where you are right now, no judgment, just information. Then we'll get right into your first workout.
My goal is simple: to help you build a body and lifestyle you're proud of, one session at a time.
If you have any questions before we meet, just reply to this email, I read every one.
See you soon,
[Your Name]
[Phone Number]
Email 2 (Day 3): Your first week checklist
Subject: Your Week 1 checklist (save this)
Hey [First Name],
You've got your first session [done/coming up], great start!
Here's a simple checklist to make your first week count:
✅ Drink at least 2 litres of water per day
✅ Get 7–8 hours of sleep, recovery happens at night
✅ Log what you eat for 3 days (no judgment, just awareness)
✅ Walk for 20 minutes on your off days
✅ Let me know if you're sore after our first session (totally normal!)
None of these are hard. But done consistently, they compound into massive results.
You're already ahead of 90% of people who never start.
See you at our next session,
[Your Name]
Email 3 (Day 7): How your first week went
Subject: How's your first week going, [First Name]?
Hi [First Name],
You've just completed your first week, how does it feel?
I wanted to check in because week 1 is the hardest. Your body is adapting, your schedule is adjusting, and motivation is still finding its rhythm.
Here's what I want you to remember: consistency beats perfection every single time. One missed session or one off-meal doesn't undo anything. What matters is showing up again.
If anything has been harder than expected, or if you want to discuss adjusting our training plan, just reply and let me know. That's what I'm here for.
Keep going,
[Your Name]
P.S. Your next session is [day/time]. I'll see you there.
How to set this up in Mailchimp: Automations → Customer Journeys → Build from Scratch → Trigger: "Subscriber joins audience" → Add 3 email actions with the delays shown above.
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Step 3, Package Renewal Reminder Campaign
⏱ 20 minutes
This is one of the highest-ROI emails you'll ever send. A well-timed renewal reminder, sent 14 days before a client's package expires, converts at 40–60% for clients who've seen results. Don't leave this to chance.
Subject: Your training package, let's keep the momentum going, [First Name]
Hi [First Name],
I wanted to reach out because your current training package is coming to an end soon.
First, let's take stock of what you've achieved:
[Add 2–3 specific things here based on the client's progress]
That progress took real work on your part, and it's something to be proud of.
The question now is: what's next?
Here are your options to keep going:
💪 10-Session Package, $[price] ($[per-session] per session)
🔥 20-Session Package, $[price] ($[per-session] per session), best value
If you renew before [expiry date], I'll include [bonus, extra session, nutrition consult, etc.].
Ready to book? [CALENDLY LINK]
Any questions, just reply.
[Your Name]
How to set it up: In Mailchimp, create a regular campaign (not automated) and schedule it to send monthly. Target contacts tagged "Package Expiring This Month." Update the tag manually when a client's package is within 2 weeks of ending, it takes 2 minutes per client.
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Step 4, Seasonal Promotion Campaign
⏱ 20 minutes
Four times a year, send a promotion campaign to both active and past clients. The best times: New Year (January), Spring (March), Summer (June), and Back-to-Routine (September). These campaigns re-activate lapsed clients and bring in referrals.
Subject: New Year, New You, [3 spots available]
Happy New Year, [First Name]!
Every January, I open up a handful of spots for new clients who are serious about making this their year.
This year, I have [3] spots available for my 12-Week Transformation Program.
What you get:
✅ 3 sessions per week
✅ Personalized workout plan
✅ Nutrition guidance (no crazy diets)
✅ Weekly check-ins
Investment: $[price]/month
I only work with clients I believe I can genuinely help, so if you're curious, book a free 20-minute call and let's talk about your goals.
No pressure, no pitch. Just a conversation.
👉 Book your free call: [CALENDLY LINK]
Spots fill up fast in January. First come, first served.
Happy New Year,
[Your Name]
💡 Pro Tip
Schedule all 4 seasonal campaigns at the start of the year. In Mailchimp, you can schedule campaigns weeks in advance. Spend 2 hours in January setting up the whole year, then it runs itself.
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Step 5, Monthly Client Newsletter
⏱ 25 minutes per month
A monthly newsletter keeps you top of mind with all clients, active and past. It's not about selling every month; it's about being the fitness resource they trust so that when they're ready to book (or refer someone), you're the first person they think of.
Monthly newsletter formula (5 sections, 300 words total):
- 1 fitness tip: One actionable tip they can use immediately (e.g., "Try a 10-minute morning stretch routine")
- 1 client win: A brief, anonymous success story from the past month
- 1 workout idea: A simple at-home or gym workout they can try
- 1 recipe or nutrition tip: Something practical and not restrictive
- 1 CTA: "If you haven't trained in a while, I have [X] spots open, book a free call: [link]"
💡 Pro Tip
Use ChatGPT to draft all 5 sections in one go. Your prompt: "Write 5 short newsletter sections for a personal trainer's monthly email: one fitness tip (protein timing), one anonymous client win (lost 12 lbs), one 15-minute home workout, one healthy meal idea, and one friendly CTA to book a free call." Takes 2 minutes to write, 10 minutes to review and personalize.
What trainers report after setting up email marketing
35%Open Rate (avg)
2–3×More Renewals
$0Ad Spend Needed
Personal trainers using email marketing report significantly better client retention compared to those relying on social media alone.
Common Questions
Is Mailchimp really free? Will I ever need to pay?
Mailchimp's free plan covers up to 500 contacts and 1,000 email sends per month, enough for most personal trainers starting out. Once your list grows past 500 or you want more automation features (like the Customer Journey builder for the welcome sequence), you'll need the Essentials plan at around $13/month. Most trainers find it pays for itself with a single re-booking.
Try Mailchimp free →
Do I need Zapier or can I add clients to Mailchimp manually?
You can add clients manually, just go to Audience → Add contacts in Mailchimp. Many trainers start this way. Zapier just automates the process so you never forget to add someone. If you have fewer than 5 new clients per month, manual entry is perfectly fine. See our
Zapier tutorial for personal trainers → to automate it.
What if clients don't open my emails?
Average email open rates for fitness businesses are 25–35%. If yours are lower, focus on: (1) Better subject lines, ask a question or use their name; (2) Send on Tuesday or Wednesday mornings (highest open rates for fitness content); (3) Keep emails short, under 300 words. Even clients who don't open every email still see your name in their inbox, which keeps you top of mind.
