Although there are plenty of marketing channels available, including social media and text messages, email marketing is still an extremely valuable and impactful channel for businesses to leverage. With the right strategies, you can use an e-newsletter to keep your business top-of-mind for current clients. When they’re ready and able to make a new appointment, they’ll think of your massage practice.
With social algorithms changing all the time, it’s easy to rely on email marketing to ensure your content is being seen by your network. However, there are a few things you need to do to ensure that your emails are received and engaging. Let’s take a look at four top tips to make your e-newsletters more compelling and effective!
When creating an e-newsletter, you need to think about one thing and one thing only: adding value. To do that, you must start by understanding your customers and what they need and want from your newsletters. Ask yourself questions like:
Use the answers to these questions as the foundation of your e-newsletter strategy. Once you’ve decided on appropriate topics to focus on, marry that with your expertise. For example, if you specialize in injury rehabilitation, discuss famous athletes’ injuries and rehabs. You might discuss tangential topics your audience would be interested in, such as by weighing in on the 2024 Summer Olympics.
If you sit down to write your newsletter at the beginning of each month with no ideas or theme, it’s likely not going to be well-organized, and your customers may notice and lose interest.
Instead, use a thematic calendar to schedule ideas for each newsletter a quarter at a time. This will help you organize your thoughts and give you time to flesh out ideas, find inspiration, and read articles pertinent to your audience. Here are a few ideas for the first six months of the year to get your mind moving:
A thorough calendar will streamline content creation and ensure you deliver a cohesive e-newsletter that stands out amongst the other marketing messages your clients receive.
According to a survey by Hubspot, the highest engagement rate for marketing emails occurs between 9 AM and 12 PM and 12 PM and 3 PM. However, what works best for your massage business may differ from these times.
The best way to find your ideal e-newsletter send time is to try a few different day and time combinations and compare email open rates. You can also try an A/B test: sending one email to 50% of your audience at a certain time and the other 50% at another time.
This is another case where knowing your audience really pays off. If most of your clients work from 9 AM to 5 PM, they may be unable to check their emails during those times. In that case, it may be best to send your emails after 5 PM to ensure that they get the visibility you want.
If your email marketing software allows you to do so, personalize your emails to ensure engagement. For instance, you can address your emails to the recipient’s first name. This will automatically create more interest in their brains and is likely to keep them reading. You might also put first names in the subject line when it makes sense.
Alongside adding names to emails, segment your email list by interest in services. This requires you to group your customers based on their shared interests or characteristics, ensuring that they only receive emails that are relevant to them. For instance, you might send exclusive updates to customers with memberships.
Don’t be afraid to create a welcome series as well. These are a set of e-newsletters specifically sent to those who are new to your audience. The goal of these is to boost interest in your services and entice recipients to book a service at your massage practice.
Use these four tips to create more engaging e-newsletters to pique your audience’s attention and keep them interested in your massage practice. Be sure to invest in software that helps you streamline the process. For example, MassageBook’s solution comes with plenty of tools that help you create, automate, and send customized emails that deliver the results you desire.