The Top Email Segments & Tags Boutique Fitness Studios Should Be Using to Boost Sales & Retention

The Top Email Segments & Tags Boutique Fitness Studios Should Be Using to Boost Sales & Retention

Email marketing is a powerhouse for boutique fitness studios—but only if it's done right. One of the biggest missed opportunities? Failing to segment or tag clients properly. Without smart segmentation, you're blasting every client with the same message, regardless of their workout habits, membership status, or preferences.

And that’s not just ineffective—it’s a fast track to unsubscribes.

To make your emails more personalized, timely, and impactful, start by organizing your audience into useful segments and tags. Here’s how to do it, and what segments to start with.

What’s the Difference Between Segments and Tags?

• Tags are labels that you manually or automatically assign to contacts (e.g. “Yoga Lover,” “First-Time Visitor”).

• Segments are dynamic groups created based on conditions (e.g. “Everyone who visited in the past 30 days” or “All members with a ClassPass booking”).

  
  

Both help you send the right message to the right people at the right time—without overwhelming your audience.

Must-Have Segments & Tags for Boutique Fitness Studios

🧍‍♀️ 1. New Clients / First-Timers

Tag examples: New Client, Intro Offer Purchased, First Class Completed

Use it for:

• Welcome series

• Reminders to book second visit

• Testimonials or social proof

• “What to expect” guides

These tags help nurture brand-new leads into loyal members.

🔁 2. Active vs. Inactive Clients

Segment examples:

• Active = Has attended a class in the last 30 days

• Lapsed = No visits in 45+ days

• Ghosted = Signed up, but never booked

Use it for:

• Retention re-engagement campaigns

• Win-back offers

• Check-in emails

Prevent churn by tracking who's slipping away and pulling them back with the right offer or message.

📅 3. Membership Type or Package

Tag examples: Unlimited Monthly, 10-Pack, Drop-In, ClassPass

Use it for:

• Upsell/cross-sell emails

• Renewal reminders

• Exclusive member perks

Members with different commitments need different messages.

❤️ 4. Class Preference or Modality

Tag examples: Yoga, Barre, Spin, HIIT, Strength, Reformer Pilates

Use it for:

• Promoting schedule changes

• Instructor spotlights

• Specialized events or workshops

The yogis don’t care about your next HIIT challenge—and vice versa.

🕑 5. Time of Day / Day of Week Attendees

Segment examples:

• Morning crew

• After-work crowd

• Weekend-only clients

Use it for:

• Class schedule updates

• Peak hour promotions

• Off-peak incentives

Send emails when clients are most likely to book or attend.

🎉 6. Milestones & Loyalty

Tag examples: 100+ Classes, Birthday Month, 1-Year Member

Use it for:

• Celebratory emails

• Loyalty perks

• Referral programs

People love to be recognized. These tags are perfect for personalized celebration emails.

🛍️ 7. Retail & Upsells

Tag examples: Apparel Buyer, Supplement Purchaser, Event Attendee

Use it for:

• Product launches

• VIP early access

• Upsell to higher-value packages

This data fuels higher sales without sounding salesy.

🧼 8. COVID-Concerns or Virtual Clients

Tag examples: Virtual Only, At-Home Workout, Paused Due to Safety Concerns

Use it for:

• Online class options

• Safety update emails

• Come-back incentives

If you’re still offering hybrid services, these tags keep communication clean and relevant.

Pro Tip: Automate Your Tagging & Segmenting

Use your booking platform (like Mindbody, Glofox, MarianaTek, or WellnessLiving) and integrate it with your email tool (Mailchimp, Klaviyo, or ActiveCampaign) to automatically tag clients based on behavior. No more manual updates just powerful, personalized marketing on autopilot.

Why This Matters

Segmentation and tagging help you speak directly to each client like you know them—because you do. Boutique fitness is all about community, relationships, and personalization. Your emails should reflect that same vibe.

Instead of “one size fits all,” smart segments let you send messages that say:

• “We noticed you haven’t been in a while—here’s a special offer to get you back.”

• “Congrats on hitting 50 classes! Let’s celebrate.”

• “You loved our Barre class—here’s a new one we think you’ll love.”

This isn’t just nice—it sells.

If you're not segmenting your list yet, start small: New clients vs. active vs. lapsed. Then build from there. Over time, your emails will become smarter, more targeted, and more profitable.

And remember: the better your segmentation, the less you have to rely on discounts to drive action. Your message becomes the motivator.

Need help setting this all up?

Stiletto Marketing Group helps boutique fitness studios grow with smart, automated email systems that actually drive bookings and sales. Let’s chat.