Difference between a marketing communication & important studio updates and information

In this article, you will learn about the differences between these two types of communication, see practical examples, and find out what to consider to ensure GPDR compliance.

As the operator of a sports studio or venue —whether it’s a yoga studio, CrossFit box, or Pilates studio, or Tennis club —it’s important to keep your customers informed about relevant updates while staying compliant with data protection (GDPR) regulations. With Eversports, you have a tool that enables you to send various types of emails to your customers.

We distinguish between the following communication preferences: Marketing Communication (formerly "Newsletter"), Important Updates and Information (formerly "Notifications"), and Direct Messages.

What is Marketing Communication?

Marketing Communication (formerly "Newsletter") includes all emails and notifications designed to motivate your customers to book additional services, promote your offerings, or increase interest in your studio. This type of communication is optional and requires the explicit consent of your customers.

Examples of Marketing Communication:

• Promoting new classes or offerings – Inform your customers about new yoga classes for advanced practitioners, a paddle workshop, or a CrossFit bootcamp and encourage them to book.
• Discounts and special promotions – For example, discounts on a 10-class card or an early-bird discount for a workshop.
• Feedback requests as part of a promotional campaign – For instance, collecting reviews in exchange for participation in a giveaway.

How do customers subscribe to Marketing Communication?

Customers must actively opt in to receive such emails. Without consent, you are not permitted to send marketing emails due to data protection regulations.

This can be done either:

1. By obtaining written consent or via specific actions at your facility (manual activation in the customer profile in the Eversports Manager is required).
2. Through a consent checkbox at the end of the booking process on Eversports.

What are Important Updates and Information (Operational Communication)?

Important Updates and Information (formerly "Notifications") fall into the category of operational and administrative communication. Similar to "direct messages", they are highly relevant and essential for customers to use your offerings effectively. (Important Updates and Information = 1-to-many communication, Direct Messages = 1-to-1 communication.)

Examples of Important Updates and Information:

• Changes to class schedules or room assignments – For example, if a yoga class is rescheduled, canceled, or covered by a substitute teacher.
• Details about booked activities – For instance, reminders about specific clothing requirements or preparation needed for a session.
• Reminders about subscription or card expirations – For example, when a 10-class card is about to expire or a subscription will renew automatically.
• Technical updates or maintenance – For example, if your website is temporarily unavailable or there are changes to payment options.

How do customers subscribe to Important Updates and Information?

Customers are automatically subscribed to these messages by default, as they are necessary to fulfill contractual obligations and ensure customers stay updated on their bookings and purchases.

Data Protection-Compliant Communication

To respect your customers' data privacy and ensure compliance with regulations, keep the following in mind:

• Responsibility for content and recipients: As a studio operator, you are responsible for ensuring the right messages are sent to the right customers. Uncontrolled messaging can lead to data protection violations and damage customer trust.
• Obtain consent for Marketing Communication: Before sending marketing emails, you must obtain explicit consent from your customers, for example, via a checkbox during the booking process or written consent for newsletters.
• Targeted audience selection: Only send emails to customers for whom the information is genuinely relevant. For example, if you need to inform customers about a room change for a specific yoga class, only notify participants of that class.

How does Eversports support you?

Eversports provides an easy-to-use email tool to help you differentiate between marketing communication and important studio updates while maintaining compliance with data protection laws. You can:

• Segment customer lists: Ensure that only relevant recipients or subscribers receive specific communications.
• Manage consent: Track customer consent for marketing emails and ensure that only customers who have opted in receive such messages.
• Set up automated reminders and notifications: For operational updates, you can use automated notifications to ensure customers are informed at the right time.

We Value Your Feedback

Let us know how we can further improve our support for data protection-compliant communication! Your feedback is important to us and helps us refine the feature. You can send an email to support@eversports.com or share your thoughts directly in a short call with our product managers.