If you’ve been relying solely on social media to connect with your clients, this blog post is for you. Today, we’re diving into why email is absolutely essential for your business, how to nurture your email list, and what you should be sending in your monthly newsletters.
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If you've been relying solely on social media to connect with your clients. This episode is for you, because today we're going to dive into why email is so crucial for your business, how to nurture your list and what you should actually be sending in your monthly newsletters. You may be asking yourself, Why do I have to have an email list when I have Instagram, Facebook or even Tiktok? I'm doing just fine with social media. I don't need anything else to add to my plate, and hey, I get it. But it's important to remember that social media is fun and great for engagement. But what happens if those platforms went away tomorrow? We're just seeing this play out with Tiktok. Now I'm not here to get into the politics of it, but when the government started talking about potentially banning Tiktok, a lot of creators and businesses were scrambling. Some of them had built massive followings on there, and all of a sudden they were looking at a huge risk to their income because their entire contact list was limited to that one platform. This is why building an email list is a must, and it's the only communication channel that you own. Social media platforms can change algorithms, shut down or disappear completely. But your email list, it's yours, and in that, you have power. Now let's talk about the monetary value of your email list. Did you know that for every subscriber on your email list, there's value? I've seen estimates that say a well targeted email list can be worth anywhere from one to $3 per subscriber per month, depending on the industry. And if you think about that for a second, if you have 500 subscribers on your list, that could be anywhere from five to $1,500 every single month in sales just by nurturing those relationships and sending them valuable content. So if you're not already investing time and building out your list, now is the time to start. It's not just about sending promotions or discounts. It's about creating a long term relationship with your clients and being able to offer them value that keeps them coming back. I want to share some ideas of what you should actually be including in your newsletter to keep your customers engaged and, of course, excited to open that email every month. And here's the thing I remember when I first started doing email marketing, and I just thought, I don't want to be intrusive and just pop into people's inboxes. In fact, I feel like I spend half my day just unsubscribing from emails. But here is the thing, we have built a relationship with our customers, and because of that, they want to know what is going on with us and within our businesses, like we are in a very unique industry, where we don't just sell services, but we sell relationships, right? So they want to know so you popping into their inbox isn't going to feel as intrusive as best by sending me another stupid email that I'm just going to delete and probably at some point unsubscribe from. It's completely different. So just remember that if you don't have an email list set up, if you could do like one newsletter a month, that would be great, but ideally, you're going to want to get to a point where you are sending four emails a month, and then possibly eight, so twice a week, and then if those have a great open rate, you're going to want to maybe try for three times a week. And I know it sounds like a lot, but it's very easy to repurpose content. It's very easy to resend the emails. You know, eight months later, they're not going to remember. So don't let this overwhelm you. One idea for a monthly newsletter is just like an update, a briefing of what's to come. This could include any updates about your business. Have you launched new service, added some new products? Are you offering a limited time special you could include holiday hours or upcoming events or even any sort of changes within your booking system, your clients will really appreciate the transparency, and it also makes them feel more connected. Another idea is pretty obvious, which is exclusive offers or discounts. And I'm not saying you should be handing out discounts every month, because I really do not believe that, but it is nice to include an exclusive offer to your email list subscribers every once in a while, whether it's a discount on a facial or maybe like a complimentary add on to their next service. This is a type. Of perk that's a great way to show appreciation for your clients loyalty. And also, don't just make this about the discount itself. Explain why they're getting it. Maybe it's because they're celebrating a milestone, or the fact that they're a loyal client. Personalizing that value will make your clients feel more special. You could also send skincare tips or educational content, because you are the expert. So why not share your knowledge with your clients, give them tips and tricks and advice and ways that they can incorporate your products into their routines. And side note, don't forget to hyperlink these products back to your website to make it easy for shopping. Sending educational content definitely helps position you as an authority and will help, ultimately, to strengthen your relationship. You could also send emails based on the season, so maybe share a simple skincare routine for winter months, or tips on how to keep skin glowing in the drier seasons. You could also include insights on how to use products you sell in your business, just make sure that information that you're giving is relevant, helpful, and ultimately has a good ROI if you have a client that you have been working with and you have just had amazing results, and they're willing to share their before and after. Why not share this? Real stories from real people really do make all the difference, and it helps to build trust with your potential clients, and shows that you have the ability to deliver results people love seeing proof. You could also share personal notes or stories. People love connecting with the person behind the business. So share a little bit about yourself, your journey, your struggles, or something personal about your life, although always keep it professional, maybe you have an exciting trip, or you're trying something new in your personal life, give your clients a glimpse into your world will help make the business feel more personal and also relatable. So to recap, your email list is invaluable. If you do not have an email list, I really implore you to make that your 2025 quarter, one quarter, two goal. Anytime a client books, you already have their email, and so you already have them. Ways to get other emails can be a little bit trickier in our industry, especially if you are really just in the treatment room, but you could create something called Lead gens, which is basically content that kind of hooks somebody in. They give you their email address to receive the information by email. So you could come up with some creative ideas of how to locally create these lead generating pieces of content that will bring that audience to you. So build that list, nurture it and provide consistent, valuable content that keeps your clients engaged and coming back for more. We have multiple blogs on our website that share different email flows, content that you can literally copy and paste to create emails, and also blogs on how to automate these sorts of things so you're not scrambling each week to send emails out. And you're not, you know, scrambling to figure out what are you going to do that day. I love to plan all of my marketing out a couple months ahead, I literally will spend 48 hours where I'm hunkered down and I'm just creating content in a really cohesive and methodical way, one that makes sense. All the marketing kind of weaves together and supports one another, and it just makes everything look a lot more cohesive. We also have a blog on our website called time batching, and it's all about how to save time by batching content and automating it. So I want you to remember social media is great, but it's not a replacement for email marketing. You control your list and you control your destiny. So take some time this month, plan out your next newsletter, because I'm sure your clients are waiting to hear from you. If you have any questions, send them our way. I love email marketing. I'm happy to refer you to some of the companies I've used to help me build out lists, create flows, and so happy to pass along that information.