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Email is one of the most underused (and cheapest!) marketing tools for aesthetic practitioners that can genuinely add tens of thousands to your bottom line.
These flows are automated emails going to your audience based on behaviour that incites action. An awesome email flow can:
Increasing lifetime revenue for the client
Decrease attrition rate
Collect invaluable feedback from your clients for continuous improvements
Many clinic owners shy away from email marketing because emails are seen as old school or too salesy… The fact is your clients are reading emails every single day and if your email are decent they will be read and they will build your brand and your business. They keep you top of mind.
The Five Emails that build relationships and promote your business
1. The Monthly Newsletter
I’ve called this a newsletter but it’s not about you as such, it’s a personal way of building community. These should not be sales driven, they need to be engaging, educational and interesting, Share news, welcome new team members, talk about what you’re up to. Of course, share any promotions or offers but this shouldn't be the main focus. Market your message, what you stand for and what you do, use these to establish and expand upon your brand.
2. The follow-up flow
Perhaps the most critical, every client should get an automated follow up from you post-appointment. You can tailor these by treatment to make them really relevant to the client (and ideally send them from the practitioner themselves so it feels extra personal!). Consider:
Post-treatment advice relevant to them and their treatment
Asking for feedback - this can link out to a survey to get feedback about all elements of their experience in your clinic. You also need to have a follow-up plan for this, if someone isn’t 100% they need contact within hours of receiving their feedback.
Talk through next steps / complementary treatments
Linked through to review platforms - position this as an ‘if you’re happy we’d love a review, if not please let us know so we can put it right’
3.The Retention flow
Most treatments need re-treatments, they rarely last forever, create a flow that reminds people when their next treatment becomes due
4. The Reactivation Flow
Patient attrition is a fact of life BUT there are things you can do to minimise it, if you haven’t seen a patient for a while, create a flow to re-engage and gett hem back through the door
Find out why they’ve not come in again and if there’s an issue, fix it
Tak about any new news you have
Give them a value add to welcome them back - a mini peel, a LED, any low cost treatment that will entice them back into your clinic
5. The Sign Up FLow
When people sign up to your email list you need a flow to welcome and nurture them onto your list. This needs to:
Introduce you and your brand
Introduce your services
Provide your points of difference
Provide any intro offers you want to do
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