Email Marketing 101 For Beauty, Health and Wellness Businesses
We’re diving deep into a topic that’s a game-changer for beauty, health, and wellness businesses—email marketing.
It’s easy to get caught up in the world of social media, but if you’re not leveraging email marketing, you’re leaving money on the table. In this blog post, we’ll explore why email marketing is crucial, how to set up an effective strategy, and practical tips to keep your audience engaged and coming back for more.
If you’re running a beauty, health, or wellness business, this is for you.
Why Email Marketing is Crucial for Your Business
In a world where social media often steals the spotlight, email marketing remains one of the most powerful tools for expanding your business.
The reason? Unlike social media platforms, where algorithms can change overnight, your email list is something you own. This direct line to your clients offers significantly less noise and competition compared to social media.
Social media platforms can be fickle. Accounts can get hacked, algorithms change, and your reach can drop drastically overnight. But with email marketing, you have direct access to your audience’s inbox—a space they check daily.
This control over your communication channels makes email marketing an essential tool for building strong relationships and driving consistent revenue.
Proven Success Stories
Let’s start with a real-world example. When I launched my spray tan business, Vacay Beauty, email marketing was non-negotiable. I knew that relying solely on social media wouldn’t cut it, so I focused on building our email list.
We used a discount popup on our website, and within the first eight months, we had over 500 people on our email list. This might not sound like much, but considering we only had around 2,000 Instagram followers, it was significant.
Those 500 people were highly engaged, and our email marketing efforts translated into bookings, product sales, and strong client relationships.
Another example comes from a client in the beauty industry. Her email marketing strategy was simple yet effective. By sending out regular, value-packed emails, she was able to increase her booking volume significantly.
Every email she sent out resulted in multiple appointments, gift card purchases, and product sales.
The key takeaway? Email marketing isn’t just about sending promotions; it’s about nurturing a relationship with your clients.
Getting Started: Building Your Email List
Before diving into the technicalities of email marketing, it’s essential to build a strong email list.
A simple “sign up for our newsletter” won’t cut it anymore. To capture emails, you need to offer something of value, commonly referred to as a “lead magnet.”
Lead Magnet Ideas
Here are a few examples tailored to different types of businesses:
For Estheticians: A free guide such as "Top 10 Mistakes That Lead to Acne" or "5-Minute Skin Routine."
For Spray Tan Salons: Tips like "Three Tips to Avoid Orange Hands When Self-Tanning."
For Hair Salons: Guides like "Favorite Drugstore Hair Products."
If offering a discount aligns with your brand, it can be a compelling incentive. Options like “10% off your first service” or “$25 off your first appointment” work well.
Remember, the goal is to offer something so valuable that your audience can’t resist giving you their email address.
The Importance of the Opt-In
Make sure that your opt-in process is seamless. Use tools like Flodesk or ConvertKit to create beautiful, high-converting landing pages.
These tools not only make it easy to collect emails but also help you manage your list and automate your email sequences.
The Welcome Sequence: Nurturing New Subscribers
Collecting emails is just the beginning. The next step is to nurture these new subscribers with a well-crafted welcome sequence.
This is where you start building a relationship, establishing trust, and setting the stage for future interactions.
Structuring Your Welcome Sequence
Here’s a simple structure that you can follow:
Email 1: Deliver the Freebie or Discount
Send this immediately after they subscribe. Keep it simple—deliver what you promised.
Email 2: Business Introduction
One to two days later, introduce your business. Include a video if possible, showcasing what clients can expect. Check in to see if they found the freebie helpful or applied the discount.
Email 3: Provide More Value
One to two days after the second email, share additional resources like another how-to guide, your salon playlist, or blog articles.
Email 4: Social Proof
Send this one to two days later. Highlight client stories, transformations, and testimonials. Include a gentle reminder to book an appointment or purchase a product.
Email 5: Final Touch
While optional, this email can offer another exclusive discount for a future appointment or purchase. It encourages them to stay on your list for more exclusive offers.
By the fifth email, you should also inform them about what to expect in future communications—weekly, bi-weekly, or monthly emails, for example.
Why the Welcome Sequence Matters
The welcome sequence is your first impression. It’s your chance to show new subscribers what you’re all about and how you can help them.
By providing immediate value and setting expectations, you’re building a foundation for a long-term relationship.
Creating a Consistent Email Schedule
A consistent schedule is key. While weekly emails are ideal, the most important thing is consistency.
Whether it’s once a week or once a month, regular communication keeps your audience engaged and reminds them of the value you offer.
Content Ideas for Your Emails
Here are some ideas for your emails:
Business Updates: Announce new services, products, hours, or any classes you’re taking.
Personal or Personnel Updates: Let your audience know more about you and your team.
Social Media Cross-Promotion: Share links to your best social media posts.
Product and Service Highlights: Share benefits and stories that illustrate how your offerings can transform your clients’ lives.
“The key is you don’t want to ghost for two to three months and then jump back in and say, ‘Hey, buy this product.’ That’s what we don’t want to do,” as we discussed in the podcast. “So finding out what can work for you, even if it’s once a month, twice a month, that’s fine.”
Remember, not every email should be a hard sell. A mix of promotional content and engaging stories will keep your audience interested and less likely to unsubscribe.
Advanced Tips for Email Marketing Success
If you’re looking to take your email marketing game to the next level, here are some advanced strategies to consider:
Use A/B Testing
Experiment with different subject lines, email content, and call-to-actions to see what resonates most with your audience.
For example, test whether a personalized subject line like “{Name}, here’s a special offer just for you” performs better than a more generic one.
Segment Your List
Tailor your emails based on different segments of your audience. For example, clients who have made a purchase versus those who haven’t.
This allows you to send more targeted and relevant content, increasing the chances of conversion.
Set Up Automated Campaigns
Beyond the welcome sequence, automated campaigns can help guide your clients through specific sales funnels based on their actions and behaviors.
For example, if a subscriber clicks on a link to a product but doesn’t purchase, you can set up an automation to send a follow-up email with a special discount.
Analyze Performance
Regularly review metrics such as open rates, click-through rates, and conversion rates to understand what’s working and what needs improvement.
Use this data to refine your strategy and improve your results over time.
Tools to Use for Email Marketing
There are various email marketing platforms out there, each with its own set of features and price points. Here are a few options:
Flodesk: Great for beginners and affordable, with easy-to-customize templates. Flodesk’s drag-and-drop email builder is user-friendly, making it easy to create beautiful emails even if you have no design experience.
ConvertKit: Offers more advanced capabilities but comes at a higher cost. It’s ideal for those who need more robust automation and segmentation features.
Mailchimp: A popular option with a free tier, though it has its limitations. It’s a good starting point, but as your list grows, you may want to upgrade to a platform with more advanced features.
Choose the platform that best suits your needs and budget, and remember, the most important thing is to get started and stay consistent.
Conclusion
Email marketing is an incredibly powerful tool for beauty, health, and wellness businesses. It helps you build strong relationships with your clients, keep them engaged, and ultimately grow your business.
By focusing on delivering value and maintaining a consistent schedule, you can turn your email list into one of your most valuable business assets.
Remember, it’s not about how big your email list is; it’s about how engaged your audience is. A small, engaged list is far more valuable than a large, inactive one.
So, start building your list today, create a welcome sequence, and commit to a regular email schedule.
If you found this blog post helpful, please leave a comment, and share it with your fellow entrepreneurs. Don’t forget to follow us on Instagram: @sashafedunchak and @DaringHaus for more marketing and business tips.
Happy emailing!
Email Marketing 101 For Beauty, Health & Wellness Businesses