Advice From Industry Experts
November 19, 2024
If you know you should be using email marketing but just haven’t started yet, this article is for you. Gael Wood, founder of Elevate with Gael and a former massage therapist turned award-winning coach, recently shared her expert advice in a lunch and learn session. She explained how email marketing can help you stay connected with clients, build stronger relationships, and grow your business.
In this recap, you'll learn the key takeaways, including:
Watch the full replay of the lunch and learn here:
Email marketing is highly effective for massage therapists because it targets clients who already know and trust you, strengthening relationships through consistent communication. It’s low-cost, easy to manage, and increases conversion rates when done regularly. Plus, you own your email list, making it a valuable long-term business asset.
Email marketing allows massage therapists to reach out to an audience that already has a level of familiarity and trust with them. These are clients who have either used your services before or shown interest by signing up for your email list. Since these recipients already know you, they’re more likely to engage with your content, open your emails, and book appointments. This makes email a powerful way to stay in touch with a warm audience.
Regular communication through email allows you to build stronger relationships with your clients. Sharing helpful content and personalized messages can make clients feel valued and appreciated. These consistent touchpoints create a sense of loyalty and trust, reinforcing the bond between you and your clients and encouraging them to return for repeat visits.
The key to effective email marketing is consistency. By sending regular emails—whether it’s monthly newsletters, wellness check-ins, or occasional special promotions—you remain top-of-mind for your clients. This consistent presence can increase the likelihood of clients booking appointments or taking advantage of offers, ultimately boosting your conversion rates and driving business growth over time.
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Gael emphasized that email marketing costs almost nothing to implement, making it a highly accessible option for massage therapists. If you're using a tool like ClinicSense, the email marketing feature is included for free, so there are no additional expenses. She also pointed out that it doesn’t take much time to create and send emails, especially once you have a system in place. This makes it a simple and efficient way to stay connected with clients without a big time or financial commitment.
Gael highlighted that your email list is one of the most valuable assets for your business. Unlike social media platforms, where your account can be suspended or shut down unexpectedly, you own your email list and have full control over it. While social media is still a good tool for marketing, it's important not to rely on it completely. Investing time in building and nurturing your email list ensures you have a direct line of communication with your clients that can’t be taken away. This makes email marketing a more secure and reliable way to grow your business over the long term.
Many massage therapists worry that email marketing will seem like spam, but that’s not the case when done right. Here’s how to overcome that misconception:
Gael suggests sending a minimum of two emails a month to your entire list. This should include at least a monthly newsletter and an availability summary to help fill last-minute appointments. In fact, availability summaries are reported to be one of the most loved features of ClinicSense by clients.
Send a personalized welcome message to new clients. It’s worth taking the time to make this personal rather than fully automated. Use a template to save time but customize it with a thank-you note, personal recommendations, and information about your services, packages, or other useful details. This is your chance to make a great first impression and showcase your business.
Send 1-4 availability updates per month if you have open slots. Many clients can’t plan ahead, so offering last-minute openings helps them book when it suits their schedule and keeps your calendar full. With ClinicSense, you can automate these updates, choosing how often they’re sent and to whom—fully customizable to meet your needs.
Use your monthly newsletter to educate, inspire, and offer helpful tips. Include wellness information or resources that your clients will value. Don’t forget to include a call-to-action (CTA) encouraging them to book their next appointment.
Send these sparingly to avoid overwhelming clients. Birthday emails, gift certificates, or special promotions are great ways to reward loyalty and encourage bookings. ClinicSense can even automate birthday emails for you, ensuring no client feels forgotten.
Gael recommends personalized follow-ups for specific clients rather than everyone. You don’t need to follow up with regulars unless they have a new issue. Trust your intuition—if you feel a new client or someone with an injury could use a check-in, send them a thoughtful follow-up.
Email marketing is a powerful tool for massage therapists to stay connected with clients, build trust, and fill open appointment slots. By sending personalized welcome emails, availability updates, monthly newsletters, occasional special offers, and follow-ups, you provide value and stay top of mind. Even if clients don’t book right away, you’re planting a seed—when they’re ready for a massage, they’ll think of you because you’ve maintained that connection.
ClinicSense communication tools helps you automate your emails, saving you time and energy, all while maintaining strong client relationships and keeping your business top of mind! Start your free trial today!
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