How to Convert Leads to Clients with Upper Hand (with Examples!)

Being able to tailor your marketing to your clientele is important for not only retaining business but generating new business.

A big part of that is the ability to attract and convert leads.

That’s why we’ve added some new functionality to the Upper Hand app! Now, you have the ability to add a Contact to your Contacts Page without that contact being prompted to create an Upper Hand account.

How to Add a Lead to your Upper Hand Account

Here’s how you can invite a contact as a lead to your Upper Hand account in just a few clicks!

  1. Log in to your Upper Hand account
  2. Navigate over to the Contacts page via the left hand navigation bar
  3. Click the grey + button
  4. Toggle the invite type to Lead
  5. Enter the Lead’s first name, last name, and email address
  6. Click Invite

This contact is now invited as a lead!

So, now what? How can you convert this lead into a client? Here are a few examples of emails you can send to your contacts database:

Pro tip: if you’d like to segment your contacts to create a list of JUST leads, you can do that using our contact segmentation filters. Read more about this Upper Hand feature here.

Marketing Emails that will Convert Leads into Clients

1. New Program Alert

One great way to engage with new potential clients about upcoming events and programs is through…you guessed it…marketing emails! After you’ve pushed your new events live in your Upper Hand app, it’s important that you spread the word. Create a curated list of contacts – including these new leads – that may be interested in registering for this program.

Sending a new program email is a great way to inform leads (who may not be as knowledgeable about your business) about upcoming events, highlight the benefits of participating, and provide a link to the registration page on Upper Hand.

This proactive communication not only keeps your audience informed, but it also builds anticipation and excitement for what’s coming. By directly addressing how the program can meet their needs or help them achieve their athletic goals, you create a compelling invitation that encourages conversion. Not to mention regular updates about new programs or events keep your audience engaged with your brand, keeping your business and offerings top of mind and helping you maintain a dynamic community around your sports business.

Pro tip: You can also use Upper Hand’s advanced contact segmentation to filter contacts by age, gender, membership status, or a number of other filter options in order to tailor your marketing communications even further!


2. Introductory/ Welcome Email

Depending on how you’ve sourced your leads, it may be appropriate to send a warm welcome email, introducing them to your business and your offerings. A welcome email is an excellent first touchpoint for nurturing your leads and giving a positive first impression of your business.

In this initial communication, be sure to introduce new leads to the key aspects of your sports facility that set it apart from others. Highlight your unique selling proposition – whether that be your state-of-the-art equipment, the expertise of your coaching staff, or the supportive community that surrounds your business.

In your welcome email, it’s important to convey the benefits that come with being a part of your sports community. For example, you may highlight the range of offerings available, the flexibility of session times, or the members-only events or benefits that are available. This not only informs your new leads about what’s available, but it also starts to build a relationship with them.

Additionally, you may consider including a special offer or incentive for new members, like a discount on their first month’s membership or a coupon to be used toward booking their first private lesson. We’ll dive into some promotional ideas later in this post.

Overall, by offering a glimpse into the vibrant life of your sports facility, your welcome email can effectively convert leads into new and enthusiastic participants.


3. Exclusive Offer Email

As we alluded to earlier, you may also reach out to your leads by sharing an exclusive offer or incentive. By providing special deals to your leads (non-clients), you can create a sense of exclusivity and value. This type of email may feature an offer such as a discount on the first month’s membership fee, a discount on your first private lesson, or an appealing package deal that caters to the diverse needs of your leads. We’ve previously discussed ways to promote your offerings without devaluing your brand, but, depending on what is right for your business, you may consider offering a complimentary assessment, or a free class to get your leads in the door and gives them a nudge to make their first booking.

To amplify the effectiveness of this offer, it is crucial that you integrate a sense of urgency into your messaging. This can be achieved by making the offer available only for a limited time.

When crafting the email, be sure to utilize Upper Hand’s advanced formatting capabilities to design bold and enticing emails. Ensure the layout is clear and your offer stands out. Use bold visuals and direct language to draw attention to the benefits. And, offer a clear call to action that makes it easy for these leads to take advantage of your offer. Include a direct booking link and/ or a special coupon code to use at checkout. By reducing barriers to entry and making the process as streamlined as possible, you increase the likelihood of converting leads into active clients.


4. Seasonal Promotions Email

Seasonal promotions are a strategic approach to capitalize on specific times of the year, such as the beginning of a sports season, end of the school year, or the start to the new year. This marketing email type isn’t just exclusive to Leads, but can be a valuable way to engage (or re-engage) with clientele at all stages of the funnel.

Outline your calendar of upcoming programs and emphasize how these are aligned with the seasonal theme. For example, you could promote a “New Year, New Skills” campaign in January, highlighting your winter skills clinics or private lesson time blocks. Or, you could share a Summer program email highlighting all of your summer sports camp offerings towards the end of a school year.

Utilizing seasonal themes in your email campaigns can resonate deeply with leads and encourage them to take action in order to meet their interests and goals. By aligning your email marketing with the natural rhythm of the year, you can maximize participation and grow your client base.


5. Program Reminder Emails

One more marketing email you should consider sending to your leads are reminder emails. This type of email plays a crucial role in converting interest into action through a sense of urgency. This is particularly effective for ensuring that leads are aware of upcoming registration closures or that a clinic or class is nearing full capacity.

For example, you may emphasize the limited availability of spots to create a sense of urgency by communicating that this is the “Last Chance to Register for [Program Name]” or “Hurry, only a few spots left!” Within the email, reiterate the benefits of the program and highlight what participants will gain by joining, such as improved skills, expert coaching, or other unique features of the program.

As with any of the emails we have discussed throughout this post, it’s important that you provide clear details about the deadline, such as the date and time registrations will close. And, be sure to include a direct link to register in order to streamline the registration process and encourage conversions.

Ready to start converting leads into clients?

By engaging with leads and communicating with them about new and existing offerings for your business, you are able to attract new clients. Effectively leveraging email as a communication tool can significantly enhance your sports business’s ability to engage with leads and convert them into active clients…and from there, hopefully turn them into brand advocates.

Each type of email you send offerings an opportunity to create a compelling narrative around your offerings and set the tone for the relationship. By integrating these email ideas into your marketing strategy, you’re able to create multiple touch points that nurture leads at different stages of the client journey.

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