Congratulations on hosting a successful open house or similar event. You've introduced potential clients to your unique offerings, raised brand awareness, and fostered a sense of community. The hard part is over, but this is where most studios trip at the finish line. It's time to continue the engagement and convert those interested attendees who haven't yet purchased into loyal members. 

1. Thank You Email

Segment this email into two groups: Non-members who came but didn't buy and non-members who didn't attend.

Schedule: The weekday after the event (if you host on Saturday, send on Monday. I try to avoid sending weekend communication).

Script for Email for those who attended:

Subject: Our Open House May be Over, But We're Not Finished with the Deals!

Dear [First Name],

We hope you had a fantastic time at our open house yesterday. We were thrilled to have you with us, and the chance to show you some of what we do here at [studio name] was the highlight of our weekend.

We hope you got a taste of what [Your Studio] is all about – a [insert value proposition here]. Whether you experienced our classes, met our instructors, or simply soaked up the positive energy, we appreciate your interest.

We're extending those amazing open house deals for 48 more hours, so it's not too late to start your fitness and wellness journey for a massive discount. 

Deal #1 Button

Deal #2 Button.

Stay tuned for more upcoming events that we think you'll love. We can't wait to see you back at [Your Studio] soon!

Signature,

[Your Name]

[Your Studio]

Script for Email for those who did not attend:

Subject: We Missed You at our Open House, But That Doesn't Mean You Have to Miss Out on These Huge Deals 

Dear [First Name],

We missed you at our open house yesterday, [insert FOMO-inducing sentence about why it was so great]. 

Don't worry; you still have a chance at our once-a-year open house deals for 48 more hours. It's not too late to start your fitness and wellness journey for a huge discount. 

[Intro Deal Button]

Stay tuned for more upcoming events that we think you'll love. We hope to see you at [Your Studio] soon!

Signature,

[Your Name]

[Your Studio]

2. Text for Anyone who Signed Up But Didn't Attend

Schedule: 1-2 weekdays after your event

Keep this one short and sweet. It should go out to anyone who signed up but didn't attend the event. I don't love free just for the sake of free, but it can be an effective tool with a strategy. Make sure the classes you're offering are ones either you or your best salesperson will be at to upsell them into an intro package.

"Hi [First Name], this is Niki at Limitless Studio. We missed you at our open house last Saturday. I wanted to make sure you got the chance to redeem your free class. I'm teaching a few classes this week, and I'd love to offer you a spot- on us, of course. Does (class 1 and time) or (class 2 and time) work for you?"

Follow-Up Survey

Schedule: 2-3 days after the event

Only send this if you plan actually to implement the survey information; otherwise, it's not a great use of anyone's time. If you don't plan to use the survey, insert another chance for clients to redeem the discount like the previous email. 

Script for Email:

Subject: We'll Trade You...

Dear [First Name],

We're a heart-based local studio, and we care deeply about your experience with us. If you have just two minutes, we'd love to hear your feedback so we can make each open house better than the last. 

[Survey Link]

By sharing your thoughts with us, you'll be entered into a drawing to win [Prize or Discount] because we know your time is valuable.

Thank you in advance for taking a few minutes to help us improve. Your input is priceless! 

P.S. Your time to redeem the open house discounts is running out! Click below to grab your [open house intro special].

Signature,

[Your Name]

[Your Studio]

3. Exclusive Offer Email

Schedule: 5 days after the event to anyone who signed up but still hasn't purchased.

Remember to customize this to sound like you and to match your studio's tone. 

Script for Email:

Subject: Exclusive Offer Inside – A Gift from [Your Studio]

Dear [First Name],

Our love language is gifts, and we have one for you! As a token of our appreciation for signing up for our open house, we're excited to offer you a special you won't see anywhere else:

[Promotion Details- should be a more significant discount with a different spin than the original open house deal, i.e., a buy 2 get 2 if the initial offer was a discount on three classes]. These specials would speak to different buyer psychologies. The buy 2 get 2 package speaks to clients looking for a value add, whereas the discounted three pack attracts clients who care about overall discount savings. 

This special offer is our way of saying thank you for considering [Your Studio] as your fitness home. We'd love to see you back and help you achieve your fitness goals.

Don't miss out – this offer expires on [Expiration Date].

Looking forward to welcoming you back to [Your Studio] soon!

Signature,

[Your Name]

[Your Studio]

4. Personalized Follow-Up Calls

Schedule: 2 weeks after the event

Consider making personalized follow-up calls to attendees who showed particular interest but haven't yet taken action. In these calls, address their specific needs and concerns and offer guidance on selecting the intro option. 

5. Regular Email Updates

Schedule: Ongoing

Continue to nurture your leads with regular email updates, sharing studio news, success stories, and class schedules. Ensure your newsletters are full of exciting content that makes your clients click and read. If your open rate is below 40%, it's time to survey to see what they want to receive.

The open house was just the beginning of your journey with potential clients. By following this schedule and using the provided scripts for email, you can maintain the connection and turn those slow-burn clients into dedicated members. Remember to personalize these messages, offer distinct but valuable incentives that speak to different buyers, and respond to inquiries. 

Looking for pre-open house communication? Click HERE.