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With all of the buzz around social media, email marketing may not get as much attention as it used to from spa marketers. But email still has many compelling things going for it. Here are a few persuasive statistics on email usage:
- 44% of consumers made at least one purchase last year based on a promotional email they received.
- 91% of consumers use email at least once a day.
- For every $1 spent on email marketing, the average return is $44.25.
- When asked which medium they prefer to receive updates from, 90% of consumers prefer an email newsletter.
The challenge is that your customers’ inboxes are already overflowing with marketing emails from all kinds of businesses. This requires that you be strategic about cutting through the clutter. Here are 10 spa email marketing best practices to follow when developing your email strategy and content.
- Ask permission. Don’t randomly add new clients to your email marketing list—ask them to opt-in. Otherwise, you run the risk of clients marketing your messages as spam. If you receive too many complaints, your internet service provider (ISP) may start blocking all of your messages.
- Make it compelling. Asking clients to “sign up for emails” isn’t a very good hook. But inviting them to “sign up for exclusive news and offers” is a lot more enticing. Let prospects know how often you’ll be emailing them (monthly is usually good) and what kinds of content you’ll be sending.
- Make signups easy. If you want clients to join your list, you need to make it easy. You can have a signup form right on the homepage of your website, include a signup tab on your Facebook page, and even post a paper sign-up list at your front desk. You may even give someone extra loyalty points for signing up on the spot.
- Be mobile friendly. Mobile usage continues to grow at an astounding rate; some studies say that almost half of all emails are now opened on mobile devices. Your email template must be responsive—that is, designed in a way that it’s easy to read on both desktops and mobile devices.
- Invest in subject lines. The email you carefully craft will go to waste if it never gets opened. The key to getting your readers’ attention is a great subject line. Experts recommend subject lines under 50 characters, with limited use of capital letters and symbols. One new trend is towards very brief subject lines, 10 characters or less, that really stand out. It’s a smart idea to test a couple of versions for each mailing to see which performs best.
- Provide value. Make sure your emails are informative and useful to the reader. For example, your monthly newsletter could include recipes, beauty advice, and industry news they won’t want to miss, in addition to special offers for services and products.
- Segment your list. You’re already collecting information about your clients’ preferences. Using that information to segment your list will allow you to target your messages to a specific group of readers. For example, you send a special offer on facials to clients who’ve previously had facials with your business, or extend a discount on a specific product line to clients who’ve purchased that brand in the past. The more relevant and specific your content is, the higher your results will be.
- Test your send times. In general, emails tend to have higher open and clickthrough rates on the weekends or later in the afternoon. As with subject lines, try testing your email send times to see which day of the week and time of day yields the best results for your clients.
- Use a consistent voice. Readers expect a consistent experience with your brand, and that applies to your emails, too. Having one person in charge of communications and a strong brand voice will cut down on ambiguity and help reinforce your spa’s “personality” with clients.
- Make opting-out easy. Not only is it the law, it’s also a good business practice to make it easy for clients to stop receiving your emails. Its okay to ask them why, but don’t make them feel guilty. Spend that energy on making your communications so interesting and compelling that no one wants to opt out!
The Bottom Line
Don’t sound the death knell for email marketing yet! It’s still a highly effective way to communicate with customers and drive repeat visits to your spa. Make sure to use email marketing judiciously and follow the guidelines above, and you’ll start to see success with your campaigns.
About the Author
Lisa Starr brings over 30 years of industry-specific experience as a consultant, educator and writer to Booker through GOtalk. Lisa also works for Wynne Business, a leading spa consulting and education company. Among other things, Lisa’s expertise lies in business operations and finances, sales and marketing, inventory management, human resource development, and business process improvement. She is a well-known speaker within the trade show circuit and is a frequent contributor to industryFollow on Google Plus Follow on Twitter More Content by Lisa Starr