Email: Building & Maintaining Your Spa's List
At the core of every email marketing campaign is the list of recipients. The following video and tips will show you how you can grow it efficiently and increase your reach.
How to Grow Your Email List
The first step to sending emails is having an opted-in list of subscribers. There are a few different ways you can do this:
- First of all, do not buy a list! It’s best to have a list of subscribers that have chosen to receive your emails. Purchased lists can harm your deliverability and engagement.
- Provide a sign-up link on your social media channels and website.
- If you have an online store or appointment booking, add a check box to your checkout process.
- In-store you could have a leaflet for customers to fill out while waiting or ask the customer as you are checking them out.
- An easy way to encourage sign-ups is to offer an incentive. This could be a small discount on their next service or a free gift.
When asking customers to sign-up, make sure to include:
The type of content will you be sending and the frequency they can expect to hear from you. This is essential to setting expectations and keeping them subscribed.
This is an example of how you should offer incentives: it tells the customer what they should expect.
Managing Your Database of Subscribers
Keeping a clean and engaged list is important for email deliverability. If you have invalid email addresses, high complaints, or a lot of unengaged subscribers, you may notice that big email providers, like Gmail or Yahoo, will block your emails from getting through to subscribers.
- Make sure you are respecting opt-outs/unsubscribes. It’s the law. Read up on the CAN-SPAM Act https://www.ftc.gov/tips-advice/business-center/guidance/can-spam-act-compliance-guide-business
- At least once every 6 months, review your database and take of subscribers that have not opened or clicked your emails.