Email Marketing for Estheticians

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A common misconception about email marketing and one that keeps many Esti’s from sending out regular emails is thinking you need to create brand new content for emails. This is truly NOT the case. When you share a post to your Instagram feed that does particularly well, take that same post, refurbish the caption, and share it with your email community. Factoring in social media algorithms and how often your clients are on their phones, repurposing social posts increases the likelihood that your content is seen.

I always tell my clients that the best frequency of emails is the amount that you can maintain consistently. If that is once a week, that’s great! But there is nothing wrong with sending one email bi-weekly, monthly, or even quarterly. Aim for a maintainable schedule!

Now that we’ve established the importance of consistently showing up in email inboxes, let’s talk about what to include in the email. Formatting concerns are often a major reason behind a lack of marketing emails. But we can break it down into five must-haves with every email:

1. An Email Goal

There always needs to be an end goal when it comes to marketing. Why are you sending this email? Is it to sell a product, gain bookings, or educate? Any of these answers are acceptable. Remember without a why your reader may feel a lack of meaning behind the email. Never send an email just to send one.

2. Branding in the Email

Much like your social media profiles your email should be a continuation of your brand. Include your brand colors, logo, font choice, (if possible) brand-consistent photos, and writing style throughout your emails to stay consistent in your messaging.

3. A Strong Subject Line

Just like the first line of your Instagram caption, your subject line has to stand out enough to stop the scroll and incite a click. You have on average six to nine words that will be visible in a mobile subject line preview. Short and punchy attention-grabbing phrases are key. Examples include, “You NEED this serum if your skin is dry” or “This mask made me cry, it works so well”. Try to connect to your client’s pain points with your subject line.

4. Healthy Image to Text Ratio

Once opened, you want your email read without a quick click back to the inbox. What scares off a reader? A wall of text! Don’t hesitate to break up your email into easily digestible paragraphs. Cut out the fluff and get more visual. Too many images alone can get your email flagged as spam, make sure you include both!

5. A Main Call-to-Action or CTA

We never want the email to be the final destination. Whether it’s a button to book one of your services, a link to purchase a product, or even a button to follow you on Instagram! Include a CTA in your email. Your educational email about the importance of hydrating your skin might have been the final push a reader needed to book that hydrating facial with you.

With these five elements completed, you’re on your way to an email that converts!

At the end of the day, email marketing is here to stay. It’s one of the main message platforms that will not be swayed by shifting trends and user behaviors. Remember every esti starts from 0 when it comes to growing a strong email community. The hardest part is making that first email. But once you do, you’ll be well on your way to establishing a strong email community!

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