How Unity Centre Builds a Thriving Wellness Community with Email Marketing

In the heart of Lewes stands the Unity Centre, a vibrant hub where wellness, creativity, and community come together under one roof. More than just a studio or spa, Unity has become a gathering place for people of all ages and backgrounds to find movement, healing, and belonging. The not-for-profit Centre offers a daily holistic approach that touches lives, from yoga and flotation therapy to professional training and community projects.

From heart-led vision to community anchor

The Unity Centre is more than a wellness studio – it’s the realization of a deeply personal dream. Founder Sevanti, inspired by her late father’s struggle to access holistic therapies after a stroke, envisioned a place where well-being was accessible, inclusive, and heart-led. Her journey began in 1998 with yoga and dance teaching, grew into the Unity School in 2002, expanded into a Brighton studio in 2012, and finally blossomed into the Unity Centre in Lewes in 2019. Nestled in a restored Victorian Turkish Baths, the Centre now stands as a community hub where health, the arts, and conscious living converge.

Every detail of the Unity Centre reflects Sevanti’s commitment to inclusivity and healing. From ramps and accessible bathrooms to thoughtful design choices sourced from her travels, the Centre is welcoming to all. Its services are equally diverse: yoga, Pilates, meditation, dance, massage, flotation therapy, Reiki, retreats, and a vegan café – all under one roof. It also serves as a training ground, offering yoga teacher training, holistic massage diplomas, and Reiki certification.

But what truly sets the Unity Centre apart is its status as a Community Interest Company (CIC). This means that every pound earned is reinvested into “pay-it-forward” initiatives, ensuring access to wellness regardless of age, background, or financial means. These community projects include free floatation therapy for people with disabilities and mental health challenges, massage clinics for Ukrainian refugees, yoga and social programs for seniors, and therapeutic workshops for survivors of abuse. Each initiative strengthens the Centre’s role as not just a business, but a lifeline within the community.

Sevanti describes Unity as a place that grew from her heart: “I always wanted to create somewhere warm, welcoming, and natural. A space where people of all ages and abilities could come together, heal, and feel part of a community.” That ethos has become the guiding principle of the Centre and Constant Contact plays a key role in helping Unity share that message and sustain its impact.

Email marketing at the core

For Unity Centre, Constant Contact isn’t just a tool; it’s the backbone of how they stay in touch with their community. “We’re pretty strongly a mailing-list-driven organization,” said Rob Shepherd, Communications Manager. “Given the size of our town, our list represents nearly a third of the population. Every time we send an email, we see bookings increase. It’s the single most important marketing tool I’ve got.”

With open rates averaging 45%, 10% above industry benchmarks, Unity Centre’s email marketing consistently resonates. Their newsletters don’t just promote classes or spa treatments; they share stories of community impact, highlight new programs, and reinforce their mission. From Pilates launches to crowdfunding campaigns, email provides a direct line to the people they serve.

Turning email marketing insights into action

Unity Centre takes a thoughtful approach to every email marketing campaign, using insights to refine and improve their communication. Constant Contact’s email heat map feature gives Rob immediate, visual feedback on how audiences engage with content. “I can see exactly where people click, whether they prefer text links or buttons, which sections they skip, and what catches attention. It helps us refine structure and maximize engagement.”

The heat map revealed a surprising trend: Unity’s audience preferred text links over buttons. With that insight, Rob reshaped newsletters, placing more emphasis on short, clear links and reorganizing content to match how readers actually engage. “Most of our readers always skip the middle third and then go straight to the bottom for links,” he explained. “Knowing that means I can design emails that flow with their habits instead of fighting them.”

What started as long biweekly newsletters became shorter, weekly updates that audiences found easier to engage with. This streamlined approach not only improved readability but also lifted Unity’s click-through rate above industry benchmarks.

Personalization through segmentation

With a business offering everything from chair yoga for seniors to teen theatre classes and spa packages, personalization is essential. Rob uses Constant Contact’s segmentation tools extensively. “If someone clicks on a flotation link, they go into a flotation segment. If they’re interested in retreats, they go into that pool. I use segmentation a lot. It gives me a deeper understanding of our audience and lets us send highly targeted messages.”

Segmentation doesn’t just drive more relevant follow-ups; it strengthens the Unity Centre’s email marketing by revealing cross-interests, like when yoga attendees are also curious about massage or flotation. These insights have translated into higher engagement and more cross-sells across their offerings. This holistic view aligns perfectly with their approach to wellness. “Our goal has always been to support the whole person,” Rob shared. “Constant Contact helps us see those overlaps and keep the bigger picture in focus.”

Growing the list with integrations

Unity Centre’s contact list isn’t static – it grows steadily every week. That’s thanks to the integration between Constant Contact and Mindbody, their booking and payments platform. Whenever someone books a class and opts into marketing, their contact details flow seamlessly into Constant Contact. “The integration is invaluable,” Rob said. “It means our list is always growing, and I know exactly where those contacts came from.”

They’ve achieved a  2% subscriber growth in just the past 60 days. That steady growth strengthens their ability to reach more of Lewes with every campaign, ensuring that new faces quickly feel part of the community.

Email marketing campaigns that inspire action

Unity’s campaigns combine email with social media to maximize impact. Social posts on Facebook and Instagram reinforce newsletter promotions, whether for new Pilates offerings, fundraising initiatives, or seasonal spa packages. Together, the channels build momentum.

Interestingly, while Instagram drives broader reach, Unity finds Facebook generates more bookings. Coordinated campaigns, beginning with a newsletter and followed by social posts throughout the week, have become their formula for success.

One standout example was the launch of their Pilates studio. “It was a zero-to-sixty campaign,” Rob explained. “We sent the first emails, backed it with social media, and within weeks we had bookings rolling in. Email was absolutely key.”

Crowdfunding campaigns have also benefited. By combining storytelling in newsletters with social shares, Unity has rallied community support to sustain funded programs, proving that good communication doesn’t just sell services, it builds long-term support.

Community first, always

As a not-for-profit, Unity Centre reinvests all income into making wellness more accessible. That means offering free or low-cost classes for older adults, people with mobility challenges, or families struggling financially. Communicating this mission is just as important as promoting services. “People often think of us as just a yoga studio or spa,” Rob said. “But every pound spent here goes back into supporting our community. Email helps us tell that story, whether through case studies, updates, or crowdfunding campaigns.”

Looking ahead

Six years in, Unity Centre feels both established and new. With improved communications, they anticipate 2025 to be a year of significant sustainability and growth. Sevanti continues to dream of creating a retreat centre, while the team focuses on strengthening Unity’s role as a hub for well-being and inclusivity in Lewes.

“Winning for us means being deeply embedded in the community – where people know us not just for yoga or massage, but as a place that makes lives better,” Sevanti said. “Constant Contact helps us make that vision a reality.”