What is an email opt-in (also known as a lead magnet)… and why does your spa need one?

In today’s iteration of Spa Business Mastery, my ongoing podcast series and blog series that compiles free resources, interviews, and how-to’s for spa owners, I sit down with my spa marketing manager, Delia, to discuss the ins-and-outs of email opt-ins (and why they matter to your spa biz marketing efforts!)

The Value of Email Marketing

“The reason why a lot of spa owners think they hate email marketing is because it can feel like a lot of work,” Delia says. “If you don’t know what it is you should be marketing via email, it can get pretty confusing. But I just want to point out that, even though it can feel that way, it’s actually one of the best ways to communicate with both pre-existing and potential clients.”

Email marketing is the most profitable direct marketing channel, generating an average return on investment of $42 for every $1 spent. It is defined as a type of marketing in which business owners send out commercial email messages to your ‘email subscribers’ — contacts who have signed up to your email list and given their permission to receive email communications from you and your biz.

As such, clients who subscribe to your spa business can now receive personalized and up-to-date promotions, news, freebies, and education from you and your spa team. 

Most spas are unfamiliar with list-building. Traditionally, spas have built their email list only when clients came in for a service, which limits your email messaging to a small list of existing clients. Some spas have an email newsletter optin, but it’s not a strong enough draw to get them on your list. Why? Because spas don’t normally list-build in a way that actually garners interest. Instead of simply going through the motion of list building, what spas should be investing in is strategic list-building with a compelling lead magnet.

Here’s how (and why!) you can get started: 

Why You Should Invest in Building Your Email List

Because email marketing is deemed one of the easiest and most effective ways to communicate with already-interested (and potentially interested!) clients, investing in your email list ensures that your email marketing’s audience is consistently warm: meaning, receptive to your offers and actively interested in your spa business as a whole.

By keeping your subscriber list warm, you can enjoy consistent new spa leads (yes, even if your spa isn’t physically open at the time!)

Building an email list is valuable for:

• Virtual offers
• Upcoming event launches
• In-spa promotions
• New or discounted product features

Its versatility is why email marketing (and, more specifically, helping clients grow their email list) is a cornerstone of our spa digital marketing services.

What An Email Opt-In Is (And Why Your Spa Needs One!)

An email opt-in is the perfect example of what we in marketing call an “ethical bribe”. An ethical bribe is a gift with purchase, add-on, or discount that is offered to potential clients in exchange for clients providing their email addresses and permission to be marketed to.

(Because the spa industry is flooded with “givers” who loathe marketing, this can be the perfect way to wick away some of that ick factor and reel in potential clients through generosity if outright marketing isn’t typically your thing!)

This also taps into the mentality that clients hate being marketed to… but love buying! Therefore, giving them a freebie right off the bat puts them in the right mindset to want to book or buy.

Upon a potential client subscribing to your email list, the ideal email marketing sequence will kick off with a welcome series, which is a series of 6 - 12 emails that are automatically kick-started upon sign-on. Also known as the “nurture sequence”, this welcome series will focus primarily on education, sharing more about your biz, and planting the seeds of why they should trust you as an expert in your field.

Welcome series work to keep your audience “warm” and trusting of your spa business, no matter when the last time they purchased was. After all, if you haven’t used email marketing consistently then you can’t jump into selling via email feet-first: whether it be for a product or for an event launch, a nurture sequence is key!

Start Leveraging the Power of an Email Opt-In Today

Even the most basic of email platforms (like Mailchimp!) have simple tutorials for new users, meaning that all spa owners can start leveraging the power of an email opt-in today.

When done right, an email opt-in can:

• Give spas consistent client attraction opportunities that they can easily scale and automate
• Provide another platform to sell virtual and in-person services
• Expand your existing email list
• Help you build trust and credibility ahead of your next spa event
• Work to connect you with customers on an emotional level due to email marketing’s high level of personalization

If you’re ready to jump into the world of email opt-ins, schedule a call with us today: the Kirsten Foss Coaching team is always here to help!