Email marketing campaigns are an effective way to engage audiences with your beauty and wellness business. The best email marketing campaigns take planning and strategizing, but with the right approach, you can reach a wider range of existing and potential customers, boosting your business and forging your path toward success. This article will supply beauty and wellness businesses with the knowledge they need to learn how to create an email marketing campaign, plus how to optimize their strategy to ensure they get the most out of their efforts. 

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What Is an Email Marketing Campaign?

An email marketing campaign is an advertising plan designed to promote new products, highlight services, provide information, and communicate with clients. Email marketing can capture leads for your wellness business, while also enhancing your current client relationships. 

4 Types of Email Marketing Campaigns

The modern attention span is short, and with emails having only a 20% click-through rate, it’s best to craft a targeted campaign that reaches the right clients and quickly delivers a clear message. Here, we list a few different types of email marketing campaigns you can use to benefit your salon or spa: 

1. Promotional campaigns

Promo campaigns are designed to capture attention with exclusive deals, discounts, and sales, putting your products and services front and center. Limited-time offers, birthday bargains, seasonal goodies, and holiday rewards are all different types of promo campaigns you can take advantage of to entice your current clientele as well as recruit new patrons. 

Promo examples: 

• “20% off all Valentine’s Day purchases” 
• “Free 30-minute massage with every $300 spent on spa services” 
• “Black Friday free shipping”

2. Newsletter campaigns

A campaign geared toward educating and informing your subscribers about the latest news in your industry. Salons and spas can use their newsletter campaigns to offer tips on self-care, discuss the latest wellness innovations coming to the market, link to new research, and share any recent news relating to hair care, nail care, skincare, and more. You can even use them to share blog posts and video content with relevant wellness info or DIY tutorials. 

Topic examples: 

• “The benefits of microneedling” 
• “How to double-cleanse and why it can benefit your skin” 
• “How to make your balayage last” 

3. Survey campaigns

Survey campaigns give your clients a chance to provide feedback and provide you with deeper insights into the client experience at your business. Surveys can actively engage your audience, giving them a chance to review the elements they do (and don’t) enjoy at your salon or spa. Survey campaigns can, over time, capture your progress and let you know if you’re meeting client expectations, which can boost satisfaction and increase customer loyalty. You can also send a survey to top customers so they can leave a review for your business on popular websites for prospective clients to see. 

Survey examples: 

• “Rate your most recent experience at [Spa]” 
• “Please provide any feedback regarding your booking experience with [Salon]”
• “How likely are you willing to recommend our meditation classes to your family or friends?” 

4. New subscriber campaigns

New subscriber messages are one of the most common ways to start an email marketing campaign. When new subscribers first sign up for your marketing emails, you can greet them with a welcome message that shares a quick blurb about your company and the services you offer, which can set the tone of your business and help establish your brand. Making a good first impression on potential clients is necessary to entice them to your salon or spa and wow them with your dedication to their satisfaction. 

Onboarding examples: 

• “Thanks for booking with [Spa]! Please enjoy 10% off your next service” 
• “Welcome to [Salon]! As a new subscriber, you can enjoy a 30% discount off all products for the next 30 days”
• “As a thank you for your interest in [Wellness Center], we’ve included a free day pass to our meditation facility, plus our PDF guide on mindfulness” 

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How to Create an Email Marketing Campaign for Your Beauty & Wellness Business in 7 Steps

An email marketing campaign can be just what you need to drum up excitement for your services and offerings. Here, we list a few steps for how to create an email marketing campaign. 

1. Define your goals

Before you start an email marketing campaign, you should outline your business goals and define exactly what you’re looking to achieve. Are you looking to recruit new clients? Are you trying to boost your profits? Do you want to expand your brand notoriety? Having a clear mission statement can make it easier to narrow your focus and deliver a targeted campaign that can help you meet your goals. 

2. Collect your leads

To run an email marketing campaign successfully, it’s important to find your desired audience first. Blasting off emails to a thousand addresses likely won’t have the return you’re looking for, so you should start with warmer targets: existing clients, website visitors, social media followers, newsletter subscribers, patrons with abandoned carts – bringing you closer to those who already have a connection with your salon, spa, or wellness business. 

3. Find the right software

Partner with CRM software to help you efficiently run an email marketing campaign that engages and impresses your audience. The right software will offer features like analytics, automation, and email templates to make drafting your messages a breeze. Client tracking is also a useful feature that can provide insights into where your clients are coming from, and the most effective way to reach them. 

GlossGenius’ Marketing features provide you with the ultimate tools to craft and send the perfect email. 

4. Create an alluring subject line

The only way to get people to open a marketing email is to make it irresistible. A brief sentence that either sums up what’s inside (“Your 20% off coupon awaits!”) or provides enough intrigue to get them to click through (“You’ll never guess what we’re giving away for free today!”). A compelling subject line does the hardest job of getting readers to take the next step toward your business. 

5. Design your template

So you’ve pinpointed your goal, settled on the type of marketing email you want to send, and have a list of recipients ready to go. But what about the meat of your message? There are plenty of tactics to make email marketing successful, such as adding images or gifs, but the most important part will be providing a strong, clear message that gives your clients (and potential ones) enough information to pique their interest or even better, sell them on your services. To streamline this process even further, you can design a template that allows you to quickly swap and plug in client details to help personalize your emails without needing to start from scratch every time.

And if writing isn’t your strong suit? Or you just don’t have the time? We get it, you’re busy being a boss. Luckily, you don’t have to be Shakespeare to send a compelling message. While there is no shortage of email marketing templates you can grab online, there are also AI business tools that can make it even easier to design your campaigns. 

With GlossGenius, all you have to do is open the Email Marketing features in our platform and select “Create New Email Campaign.” From there you can select your client recipients (up to 6,000), filtered by parameters such as most money spent, lowest frequency visitors, or those who have purchased specific services or products. GlossGenius gives you two options when drafting your email message: you can manually type your email content, or, if you’re a Gold/Platinum member, you can use the Genius AI feature to build a template with you.

6. Add a call-to-action

A CTA can give clients a chance to take immediate action after engaging with your promotional material. The more steps between them and your intended goal (i.e., booking an appointment, pre-ordering products, leaving a review), the less likely they are to follow through. Most CTAs appear at the end of an email after you’ve presented your offers, creating an organic next step for those who have made it that far. 

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7. Don’t overdo it

Let’s be real – so many people spend most of their days fielding emails and scrolling through text, and the last thing you want to do is annoy people away from your business. When you strategize how to create an email marketing campaign specifically for your salon or spa, consider the timing. You’ll need to send enough emails to stay relevant, but not so much that you end up spamming users’ inboxes. 

Reach Your Clients with GlossGenius

The best email marketing campaigns can attract new clients and keep current clients interested in your services. Targeted email marketing can cut through the noise and distractions of the internet, grabbing your viewers’ attention and drawing it toward your wellness business. Personalized campaigns delivered straight to their inboxes can make it simple for clients to take advantage of any special offers or events, increasing the likelihood they share and recommend their positive experience with others. 

GlossGenius is an all-in-one tool for salon and spa owners to make email marketing successful and have the impact they’re looking for to drive business. Our Online Booking features give your clients the flexibility to book their appointments whenever they want, with no sign-up or app required. Client Management simplifies communication, offering features like appointment reminders, thank yous, and follow-ups. With Reports & Analytics, you can analyze your income earnings and gain insightful data to help you optimize your operations and bolster your relationships. 

Try GlossGenius today and get a 14-day free trial!