Are you already using email to send out important information about your business? Are you satisfied with it? What do you think would make it better? Here is some food for thought, along with some strategies to make whatever you're already doing, better.

Why use email newsletters for marketing your business?

  • You don't have to depend on the algorithms of social platforms to deliver your message. Statistics  about organic engagement on social platforms range from .03% to .19%, which means that few people are actually seeing your carefully prepared message (you still need to be on social, however, when people are searching for you)
  • With email, the average open rate is over 20% (we typically get about 30% open rates, which we're really proud of, because it shows that our clients look forward to getting our emails), so it has a much higher engagement
  • While social ads can be helpful, it’s important to note that people can often be annoyed by too-frequent ads on social platforms. On the other hand, they EXPECT and enjoy an email that offers information and promotions.
  • Your client has control. They can save your email to read later if they’re busy, and they can unsubscribe if they want to.

How to get started

We're going to assume that you already have an email service provider through your booking software, or through any of the reputable email services such as HubSpot, MailChimp, etc. If you currently use Square for your booking software/point of sale, there are email marketing apps that you can add to your system.

The rest of this post talks about how to establish which key goals to work on.

Challenge: Not enough subscribers?

Tips to build your list
  • Allow people to sign up for your newsletter on your website AND your social platforms. 
  • Ask for as little information as you absolutely need. We’re B2B, so we ask for a few extra details, such as business type and postal code.
  • Tell them what they’ll be getting in your messages, and you can even tell them how often to expect them.
  • Ask subscribers to share your email with their friends and social circle. Word of mouth is always the best way to build.
  • Offer bonus material they can download PDF handouts for subscribing, some ideas include:
    • How to repair summer sun damage
    • How to prevent ingrown hairs after waxing
  • Subscriber-only incentives (how about membership in a VIP club?)

Challenge: I don’t know what to write about

Creating interesting newsletters
  • FOCUS on up to 3 key topics. Don’t make your newsletter about random bits and pieces. 
    • consider an educational tip, share a service you offer, and the benefit of a product (i.e. how Moor Spa Facial Polish in the summer offers gentle exfoliation that won’t make you more susceptible to sun damage)
  • Be the source of helpful information, and share what you know. We guarantee that YOU know more than your clients about skincare - share that knowledge, and you'll build trust with your clients in the process
  • Stay relevant. What season are we in? Share about waxing in the spring, summer sun damage in the fall. What other seasonal topics could you talk about?
  • Share success stories. “Social proof” is the type of information your clients trust the most. We’re not always huge fans of “before and after” photos because of the possibility of editing, but there is definitely a place for them. You can also offer user reviews and testimonials for added value.
  • Keep the content bite-sized, and if you have more you need to tell them, use a link to your website or another source of information to learn more
  • Use a variety of content types, and include VIDEO and high quality photos. Did you know that Katrina can hook you up with all kinds of images in a curated brand kit for the products you purchase from us? Just ask!
  • Make sure your email is easy to read on mobile. At least 50% of your clients will be reading your message on their phones.
  • Ask your clients a question - what are they having trouble with? Let them know you really want to know the answer with a reply email.

Challenge: Subscribers aren’t opening

Encourage people to open your newsletters
  • Personalize the subject line with your client's first name (i.e. It would be so good to see you, Jane").
  • Create an authentic, compelling subject line that doesn’t sound like spam (take your time on this step). Make them curious about what's inside your email.
  • Make sure your email shows that it’s from YOU, as the face of your business.
  • Experiment with different email send times to see what you can learn about open rates (we’ve found that email sent too early in the morning gets deleted, but it may be different for you)
  • Send email more frequently! It may sound counter-intuitive, but it’s easy for people to forget about you if you’re not consistent with your messages. Create a dedicated appointment in your schedule to work on your newsletter. How about setting aside Tuesday morning before 10am? Then you’ll be in the perfect frame of mind for the Esthies and Their Besties call right after!

Challenge: You’re in the friend zone

Convert readers to customers

Do your subscribers like you, think that you’re knowledgeable, but aren’t booking services and buying your carefully curated products? 

  • Be consistent and build your credibility and your relationship over time. One of our best clients actually took almost 9 years to convert (although we would like to think we could do better now!). 
  • Call to action - use buttons to make sure your clients know what to do next -  "book an appointment", "shop now", even “learn more” if you want people to visit your website.
    • Make sure the buttons are made from a contrasting colour that stands out against the rest of your text for best visibility.
    • Make sure you have a good place to send them when they click (i.e. booking link, online store).

Most of all, remember that creating a strong strategy for email marketing is a work in progress, and every day, you just want to be one step above crap.

Want more like this? Learn about Resources for Recovery that can help you build or re-build your spa business, or book a free branding consultation with our favourite branding specialist/graphic designer, Amy LeClair.

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