We get it: Nobody likes to open their emails. Whether it’s work, spam, or a newsletter you joined years ago you just can’t seem to unsubscribe from, emails always find a way to track us down. Are they a technological marvel that revolutionized communication as we know it? Yes. But can they get so annoying you want to throw your inbox into the ocean? Also yes. 

A decent click-through rate (CTR) for most marketing emails in the beauty and wellness industry is only between 5% and 7%. That means out of every 100 marketing email recipients, only five to seven of those will actually open them. However, that doesn’t mean that email marketing is useless or unhelpful. In fact, an effective marketing email can do a lot more than you think. 

This article will provide a step-by-step guide on how to write a marketing email, including what makes a good marketing email, why it can help your business, and tips for polishing your copy. 

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Why Is Email Marketing Essential for Your Business?

Marketing is an essential tool for nearly every business. While some strategies make more of an impact than others, there’s no denying that an effective marketing email will benefit your beauty and wellness business in a myriad of ways. Here, we detail some different reasons why learning how to write a marketing email can give you the boost you need. 

Allows you to directly communicate with clients

Rather than wait for patrons to wander to your business website or stumble across your social media, email marketing gives you a channel to communicate directly with your target audience. 

Keeps customers engaged

Updates about your company, services, deals, or specials can keep parties engaged and interested. With the internet pulling our attention in a million directions at all times, an effective marketing email can help draw focus to your business and remind patrons of what you have to offer. 

Can expand your clientele

With the right email marketing strategy, you can reach a wider range of new customers,  expanding your client base and increasing your profits. 

How to Write a Marketing Email in 7 Steps

Chances are you already have a general idea of how to write a marketing email – or at the very least, know the most important information worth sharing. Keep reading for our step-by-step guide to writing the best marketing emails. 

1. Determine the primary objective of your email 

Figure out the main point of your marketing email. Are you releasing a new beauty offer or wellness service? Are you trying to attract new clients with unbeatable deals? Are you checking in with clients you haven’t seen in a while? Before you start drafting, determine who exactly it is you’re trying to reach. 

2. Seek out your target audience

Back-to-school makeovers won’t be relevant to your elderly clients, just the same as anti-aging facials won’t be relevant to your younger audience. While it may seem like a good idea to throw everything at everyone and see what sticks, sending irrelevant emails to clients you’re attempting to entice will only push them away. 

3. Personalize your content

Generic sounding copy isn’t going to hold anyone’s attention, let alone get them to open an email. Use client names, their purchase history, or even their abandoned carts to add a personal touch to your messages and make your content more specific and targeted – like it’s a one-on-one conversation, rather than an automated marketing blast. 

4. Craft a compelling subject line 

Your subject line is what ultimately makes the first impression. These should be catchy, compelling, and relevant to the content of your email text, i.e., “We have a sweet Valentine’s deal waiting inside” or, “Get a merry makeover for the holidays at half the price!” Purposely misleading subjects or vague descriptions can turn people off to your business and eliminate their trust, causing you to lose clients and tarnish your reputation.

5. Write copy with clear and concise language

Keep your words clear and to the point to maximize understanding in a minimal amount of time. If necessary, break up the body text with headings and bullet points so that the information is both easy to read and absorb. 

6. Include a strong call-to-action 

When readers scroll through your email, you want to grab their attention as quickly as possible. Using dynamic language to sell your irresistible deal, promote an exciting new product, book an appointment, or even just visit your website can be an effective way for customers to take action. (For example, “Book a facial for 20% off before time runs out!” Or, “Click here to take advantage of our limited holiday deals.”)

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7. Proofread

Typos may not seem like that big of a deal, but a marketing email full of spelling and grammar errors can make it sound like spam and make people suspicious of your business. Always double-check your text to ensure your copy reads clearly and smoothly. 

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6 Email Marketing Tips

Want to learn more about what makes a good marketing email? Here, we provide a list of tips to help boost your efforts. 

1. Watch your timing and frequency

Sending clients (or potential ones) marketing blasts at four in the morning is no way to win hearts. Similarly, sending out marketing emails to the same people every day is one surefire way to get reported as spam. Be mindful of when and how often you send your emails to make sure you don’t end up with more unsubscribers than willing customers. 

2. Experiment with different elements of your email

The best marketing emails aren’t one-size-fits-all. You may need to adjust subject lines, edit content, and rework CTAs to determine what works best for your audience. It may take a bit of trial and error, but also keep in mind what works well one week may not be what works best the next. Pay attention to your analytics to get a deeper insight into your efforts. 

3. Keep it brief

Marketing emails aren’t the time to share every detail of your life story, discuss your opinions on politics, or badger customers with irrelevant communication. It shouldn’t take more than a minute to read your copy and understand your message. 

4. Utilize AI 

If writing isn’t your strong suit, you can use AI as an aid to craft your email content. However, don’t just blindly copy AI text into your messages. Always read through generated text to ensure the tone and style matches your brand voice. 

Check out GlossGenius’ AI Tools to see how we can help make the most of your writing.

5. Perform regular testing

Regularly test your emails on different devices to ensure they display correctly and function as intended. Faulty links can frustrate your clients, which can affect how they feel about your business or services. 

6. Include easy-to-read graphics 

In the event that the recipients of your marketing emails start to lose interest in your content, a graphic can help break down the text into quicker bullet points. Graphics can convey information in a simpler way, making it easier to digest and act upon. 

Make Your Beauty & Wellness Business Stand Out With GlossGenius

Once you understand the basics of how to write a marketing email, you can use that to help propel your business forward. Through clever communications and savvy strategies, you can improve retention of your current clients while also attracting new ones to your beauty and wellness operation. 

GlossGenius is an all-in-one platform designed specifically to help beauty and wellness businesses stand out. Our Marketing features make it easy to expand your business and reach new audiences with SMS and email marketing. With Client Management, you can track where new clients come from and even save their details during checkout. Client Notifications can send automated appointment reminders and confirmations so your customers stay on schedule, and Client Insights will give you an in-depth look into your key metrics and let you identify your most valuable patrons.

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