The internet has changed the way businesses market themselves online. And when I say change, I mean it has turned marketing into a horse of another color. From SEO considerations on your website to consistent branding across all your online platforms and your print collateral to where and how you reach your customers, past generations of marketers would think today’s horse is technicolor.
One of the oldest, in terms of internet-years, forms of communication is email. And for good reason! It’s quick, cost-effective, and doesn’t close on bank holidays. In fact, terms like “viral content” were coined and CAN-SPAM email regulations were created because of unsolicited “good luck” chain emails. (Anyone remember those messages you had to forward them to 50 friends or else?)
Thankfully, in business emails, we’re no longer plagued by chain emails.
Email marketing has evolved from listserv mass emails to branded messages that populate our inbox now. It has served businesses well for years. The businesses who use it well pivot as the times change. Your spa needs to be one of those businesses that uses it well. In the right hands, it will keep you top-of-mind with your potential and repeat guests, reward loyal clients, and reach your visitors where they are—their inbox.
No, You Can’t Just Be on Facebook, You Need to Use Email Marketing
So many spa owners say to us, “Can’t we just use social media to market ourselves?” And to that we reply, “NO!” While Facebook is a fantastic way to stay connected to friends and family, Facebook updated the Newsfeed in January to “prioritize what friends and family share and comment on while de-emphasizing content from publishers and brands.” That means your clients are more likely to see their aunt Cheryl’s killer cookie recipe than specials about your spa.
Moreover, while there are 2 billion monthly users on Facebook, 40% of them report never interacting with a business’s page. Perhaps the most damning evidence, though, is that pages see 2% reach on average. In other words, only 2% of the people who follow you will see what you’re posting. (You can find these stats and more in the Sprout Social breakdown on Facebook statistics for marketers.)
Why You Should Use Email Marketing
When your messages are very likely to be crowded out and even not seen on social media, where do you turn? The old faithful: email marketing.
Consider the ROI
Email marketing has a great return on your investment (ROI). It is virtually free or very low cost to start and maintain. Two thirds of businesses list email marketing as their highest earner in terms of ROI.
We love Active Campaign Email Software for its ease of use and the ability to create beautiful, branded messages. You can also create advanced automations and workflows, split campaigns, and more.
Go To Your Customers
Perhaps one of the best reasons to use email marketing to reach your spa guests is because you are coming right to them. You don’t need to hope they’ll log into a social media platform and see your post at the top of their feed. Instead, it’ll be right there in your guests’ inbox.
Create Personalized Experiences
With email marketing, you’re able to create unique experiences for everyone on your list. You can begin emails with a salutation using their preferred name, deliver messages when they are more likely to open and see them based on their behavior, and create unique offers just for them based on their past purchases. Let’s see you do that with Twitter!
The personalized experience you can create for your clients in their inbox is way more engaging and effective than purely using social media marketing where everyone gets generally the same message.
Everyone Should Use Automations
Have you ever received an email after adding something to your cart without checking out? That was an automated email that was triggered based on your actions—you didn’t complete a purchase, so you got an email nudging you to finish the transaction.
Marketing automation triggers emails based on customer actions. You set up a workflow once and you can use it forever or until you have a new offer and want to change your automation, of course. It’s essentially telling your email marketing program, “If X happens, then Y occurs.”
The best part is that you can create offers specifically for your clients. There is no guesswork as to what you think they’d like to see; they’re telling you based on their actions either in your spa or on your website. Then, you can send them automated follow ups to generate business and, ultimately, loyalty.
For example, if a customer is scheduling an appointment on your website and gets all the way to the confirm step and doesn’t confirm, you can send them an email saying, “Hey, why don’t you hit that schedule button and come in for that Swedish massage you were thinking about.”
Or you can send them an email after their massage reminding them that because they have visited your spa five times this month, they’ll receive a special add-on for their sixth treatment.
It’s a gentle way to keep your guests engaged with your spa. Basically, it’s a soft sale to keep them coming back by serving up personalized offers created for them. It makes them feel special, and who doesn’t love that?
No matter what email marketing platform you’re using, you should be creating personalized messages and setting up automated emails and triggered actions. Not only will this give spa clients exactly what they want, it will make them feel special and foster loyalty.
We all know more loyal guests means a better bottom line for you! It also saves you time in the long run since you can write the email once and have the program do the work for you. Who wouldn’t want a few more minutes in the day?
Email + Text Messages = Love For Your Spa
I don’t know about you, but this fancy new device called a smartphone is almost constantly in my hand. I use it for almost everything. This is great for spa owners because you can reach customers instantly.
Many spa owners are opting to integrate texting their clients into their marketing plan. Kids these days call it drip marketing or always-on marketing. It’s another tool you can use to stay top of mind with your guests.
Sharing an offer, encouraging customers to visit your spa again, or delivering an update on their loyalty status and a reminder to redeem their offer before it expires are all things you can do with text messages.
Programs like Zenoti and Mind-Body Online allow you to send texts to confirm appointments, reducing your no-show rate. Zenoti also has drip marketing features to send your guests highly-personalized texts based on their interests, past purchases, and behaviors. Like email marketing automations, text messages are triggered when a guest completes an action.
When you use email marketing well, you will make a connection with your spa clients. Your ROI will increase because you’ll deliver messages your clients will actually see as compared to social media marketing. Your spa will stay at the forefront of their mind when they’re ready to schedule their next treatment or you can invite them to come back if it’s been too long.
Email marketing is here to stay—it’s time to embrace it and make it your friend!
We’re curious: do you use email marketing for your spa? When was the last time you sent out an email to your guests and potential clients?