email marketing for massage therapists

Email Marketingfor Massage Therapists

Allissa Haines

What is Marketing?

Authentically connecting with the community you want to serve.

Brooke Thomas, www.practiceabundancecourse.com

Image: FreeDigitalPhotos.net

The Ethics of Marketing

-or- Why does this matter?

Trust

Permission

Reflection of our business

Get better results!


Why use email?

Better response rates than direct mail (1-2% vs 20-30%)

Measurable

Cost effective

77% of consumers prefer it

Mobile

*stats via constant contact & hubspot


Why use email?

*stats via constant contact

Your email address. It matters!

Branded [email protected]

Generic [email protected]

Totally weird, inappropriate and/or unprofessional [email protected] [email protected] [email protected] [email protected] [email protected]

Types of emails

Transactional (individual) Receipts Confirmations Appointment-making Follow-up

Bulk Newletters Updates & special offers

Transactional email must-haves

Proper name set in email settings

Email signature

No fancy formatting

Proper name in the email settings

Email signature

Full name

Phone number

Address (?)

Website

Simple formatting

Transactional email etiquette

Greet and close

Use abbreviations sparingly

Avoid jargon

Make the subject field match the content

Bulk email

Anything that is identical content going out to multiple people

Newsletters

Updates and special offers

Last minute appointments


Using a service

CAN-SPAM Act

correct from/reply to

mailing address

opt-out/ unsubscribe

Improved deliverability

Looks better!

Service options

MailChimp (free for 2,000 contacts, then varies)

Constant Contact ($20/month)

iContact (AMTA free for 100 contacts, then $14/month )

Getting started

What goes in an email?

Customizing a template

Subscription box on website

Customizing a welcome email


Anatomy of an email

From address

Use a clear name, (person)

Subject line

Use reader’s first name

Accurately reflect content

50 characters or less

Avoid spam triggers

Anatomy of an email

Social sharing buttons

Branding

Logo & colors

Anatomy of an email

Obvious call to action

What do you want the reader to do?

Anatomy of an email

Privacy policy

Unsubscribe link

Adding a subscription box

To website

To social media

Creating a template

Live!!!

The welcome email

Set expectations

Invite to communicate

What makes me special?

Cement branding in the subscriber’s memory

The welcome email

Set expectations

Invite to communicate

Cement branding in the subscriber’s memory

What do I write?

What’s the purpose of this email?

Inform & educate

Encourage appointment bookings

Encourage gift certificate sales

Types of bulk emails

Welcome

Newsletters

Single offer/special


Newsletters

News

events

fundraisers

babies!

new music? books?

Educational

interesting health articles

instructional videos

Community

feature referral partner

Newsletters

Single offer or Special

Valentine’s Examples!

Building a list

By permission only

Email addresses (the people behind them) should be treated like relationships.

Don’t abuse them.

Building a list

While doing public gigs

Subscription contest (fishbowl)

Use an event-specific follow up when appropriate! (welcome email that references the event)

Building a list

subscription box on website & facebook

earn it with a free download

Building a list

Building a list- Activity!

Enter your email below and grab my

_______________________(#1)

designed to help you _______________________________(#2)

and __________________________(#3)

—and never have to ____________________(#4) again.

Source: http://bit.ly/ZtXvDO

How will you woo subscribers?

Building a list

Current clients

intake forms

Stale clients

Send an opt-in (feeler)

Creating a plan

Define your clients

Clarify the purpose of your emails

Create goals & how you’ll measure success

Determine Frequency (what will REALLY work for you?)

Schedule it

Make it just as important as a client appointment

Fancy stuff

Bounce rates hard soft

Delivery rates Open Rates (unreliable) Click-through Rates Unsubscribe Rates

Segmentation current vs potential clients

a/b testing ROI tracking

Managing email volume

Deal with what’s in front of you

Delete mercilessly

Create a ‘not now but someday’ file

Resources

Constant Contact email stats (infographic) http://conta.cc/xY1YpY building a list http://conta.cc/SIOvWc

Hubspot Anatomy of a 5 star email http://bit.ly/YpDcWe Avoiding spam words http://bit.ly/yHzbT6

Mail Chimp Common rookie mistakes http://bit.ly/sSbm4B CAN-SPAM Act http://1.usa.gov/YgrzFP

Misc Strike ‘Newsletter’ from your vocabulary http://bit.ly/ZtXvDO