Don’t you just hate it when you get random e-mails for something you would never, ever buy? Unfortunately, some business owners mistakenly believe that it’s smarter to hit as many people as possible via email, because someone is bound to buy. Well, it’s true—you might get a few takers, but more than likely, you’ll simply get deleted and blocked/unsubscribed.
Let’s start with the basics: what is email marketing? It seems obvious but not everyone is doing it right. E-mail marketing is a strategy that involves sending emails to people who are interested in your topics, products or services.
Before You Hit Send…
Take some time to consider your e-mail marketing goals. Do you want to:
A.) Drive traffic? Make sure any links you include send readers to pages that are relevant to your topic.
B.) Educate your audience? Try featuring human interest stories like “treatment journeys,” current events and community activities… consider hosting an informational podcast and interviewing others.
C.) Build a following? Focus on carefully matching your marketing goals and messages with your ideal audience (and watch what happens).
D.) Drive sales? Link your e-mails to best sellers and insider specials; welcome new members and reward loyal members.
By the way, I would encourage you to incorporate all of these goals into your e-mail marketing campaigns.
Which Email Platforms Should I Use?
If you’re just starting out and need the basics, I recommend any of the following: Mailchimp, Constant Contact or Active Campaign. Be sure the one you choose integrates with your Customer Relationship Management (CRM) or front office software. Bonus tip: Mailchimp and Constant Contact are free until you hit a certain list size.
The easiest place to start is with your existing e-mail list from your database of clients. You’ll want to feature an e-mail sign-up in a compelling way—and place it just about everywhere. Then, simply integrate your client list into a CRM for easier marketing.
Subject Line and Body
A personalized hook that speaks directly to your subscribers’ interests without going too text-heavy is always the way to go. It’s a good idea to include visuals, too, especially GIFs or videos. Be sure to format for readability and keep your design consistent. I can’t stress enough how important your subject line, so get that part right. First, you want your e-mail to be opened and second, you don’t want to get flagged as spam.
A few tips on writing successful subject lines:
- Keep it short
- Use Wingdings font for shapes (like hearts or smiles), but as a rule, avoid shapes
- Do NOT use words or phrases such as FREE, SPECIAL OFFER, or BUY NOW (you’ll get flagged as spam)
- Do NOT use all CAPS
- Personalize it with their name and a “thought you’d like this” (as you would address a friend)
- Your email marketing platform typically has a feature that allows you to check for spam flags—use it!
Breaking It Down
Highly targeted and personalized e-mails have a much greater chance of being opened and read by your customers, so consider segmenting your e-mail list by:
- Geography (those that live/work closest to your business)
- Past purchases
- Amount spent
- A prospect’s stage in a sales funnel
- The amount of time since their last treatment(s)
- Expressed interests
- E-mail engagement (what they’ve clicked on)
Easy Tips and Tricks
- Make sure your landing pages are beautiful and easy-to-navigate.
- Promote your offering by showcasing a celebrity or client experience (or even a cute animal when it fits the scenario)—stories sell (and so do cute animals)!
- Promote relevant activities by asking questions and providing quizzes to engage readers.
- Use a return e-mail address that seems more personal, such as ask@ or insider@, and be sure to include “insider invitation” subject lines.
- Include e-mail signups everywhere online, and even in your point-of-sale receipts and on signs in your lobby.
- Consider attracting sponsors for events and campaigns for giveaways and special offers.
Even if you aren’t “tech savvy,” getting started with e-mail marketing these days couldn’t be easier. Think about your goals, practice writing subject lines (and run them by your friends and family to see what they think) and always include a call to action. A good question to ask when sending e-mails to your clients is, “What’s in it for them?” Happy e-mailing!
Louis “The Laser Guy’s” Three Additional Tips for E-mail Marketing:
- Stay organized—that includes keeping track of what you are sending out, when you are sending it out, and to whom you are sending it.
- Make it easy to subscribe—whether it’s through a link in an e-mail or an invitation to sign up in the form of a pop-up window on your website.
- Offer incentives for subscribing such as a discount or rewards program; you can also use social media call-to-action buttons (such as Facebook or Instagram).
Louis “The Laser Guy” Silberman is CEO/Founder of National Laser Institute, a cosmetic laser and medical esthetic training institute. He is the owner of medical spas in Scottsdale, Arizona, and Dallas, Texas, and a nationally recognized author and motivational marketing speaker. Silberman created the 6 th most visited online health site and was a semi-finalist for the Ernst and Young Entrepreneur of the Year Award 2014. Most recently, he created “Louology, the science behind crushing it in aesthetics, in beauty and in life,” designed to help aesthetics and beauty pros stay connected and build thriving practices. He can be contacted at email@example.com and followed on Instagram @ louisthelaserguy.