If you are a Owner of a Spa Chain or running a Spa and wondering how can email marketing help you get more sales and grow your business? My Short answer is email marketing can help you increase sales from your existing customers as much as 30%. In this article I am exactly going to discuss about how to use email marketing to get repeat sales from existing customers?
Why should Businesses focus on selling to existing customers is.
Success rate of selling to an existing customer is 50-70%, while the success rate of selling to to a new customer is 5-20%. there are many more important things you can learn why retention marketing is better than customer acquisition marketing
To explain how can we generate repeat sales from existing customers using email marketing, I will take the example of 02 Spas. O2 Spas is a Spa chain in India with presence is 24 cities
Health, wellness and Spas all these Businesses have one-thing in common that is Old Customers come back again and again.
Using email marketing it is very much possible to double the number of people who come again to buy something or avail a service.
Email Marketing Strategy for Spas
For our example we have O2 Spas, if we observe O2 Spas webpage we can understand that they already have a Membership Program and Loyalty program etc which means they want to encourage repeat visits and there is scope. in-fact Beauty industry generates a lot of revenue with help of memberships, you can see benefits of Beauty Subscription business model
It is obvious that every Spa owner would love to have more memberships and repeat customers, But we all know that selling a Membership are making the customer to come back again is not an easy task and it will depend on the following factors.
- Quality of Service you provide.
- Value for money spent.
- Customer care / Response
- Being able to get their permission to market to them.
First 3 points are obvious and any business who want repeat customers have to do first three things rightly. Even though you do all three things mentioned you should get the permission of the customer to be able to market to himself and making him to purchase more or come back to avail a service.
Getting the Email Address of the Customer
For example Let us say a Customer named Rita avails Deep Tissue Massage which is meant for relieving stress and strain. Rita was happy with the service and from the feedback form it was understood that Rita is a Working professional holding a senior position in a MNC.
Now what should be done?
Ensure that your form captures the email address of Rita and also inform her she will receive offers, discounts on her email. By informing her and having a dialogue with her she will be more receptive to your emails. then how should your first email look like?
One best thing should be giving her some 20-30% off on her next visit and also give here some cards/ vouchers to refer a friend (if the friend visits her with her next time offering additional discount of 10%)
But when all this can happen with physical vouchers why should we think about email marketing / social media etc?
It is important because Rita may go home from parlour and may not meet her friends physically but it is easy for her to passover the digital vouchers through email / whatsapp / social media.
Following up with Email Marketing
Let us say you entered Rita's email address in your database and added her to Massage list and send her a welcome email thanking her and offering digital vouchers to refer her friends and also asking her to like your facebook page to relieve updates. Also schedule 1 email a week sharing useful tips to overcome stress and send and email exactly 1 month from now calling her back "its time to relieve your muscles and mind from Stress and Strain" Get Your Deep tissue massage at 30% off offer valid for you only for 7 more days.
See by doing this you are able to have a conversation and build a genuine connection with your customer. One more advantage is if you are a Spa and if you also run a blog you can share your new articles via email and you may also post other customers testimonials on various services which will again help in letting Rita know about other services O2 Spas offers and reinforces positive brand image about O2 Spas.
So by implementing email marketing you will be able to generate repeat sales from Rita and it is also highly likely that she will refer services of O2 Spas to her Family and Friends.
Email marketing workflow for Spa Customers
Day1: Welcome email introducing about your company and services you provide and links video testimonials etc and some digital discount vouchers to share them with their friends and also adding links to facebook page / Instagram / youtube channel can also help.
Day 3: Useful tip about managing stress.
Day 7: Useful tip about how to deal with office related stress and ask them to share this with her colleagues.
Day 12: Useful tip about how to meditate at home to beat stress.
Day 15: Links to a blog posts O2 Spas has published.
Day 20: Interview with a therapist about stress management - 15 minute video link sent to email.
Day 25: Asking feedback about how have you been managing your stress levels and would you like to come back for a Deep Tissue Message? telling them the advantages of getting this massage done every month.
Day30: Send an email inviting Rita to comeback for Deep tissue massage offering 20% discount. if she visits an O2 Spa with in this week she will get and additional 10 % discount and if she brings her friend with her to take Deep tissue massage she will get even 10% more discount.
These way Spa owners can double their sales every year. If you are a Spa owner or a Marketer who works on digital marketing for Spas I would like to hear your comments.
Growth Hacker / Inbound Marketer.
Gowardhan Doddi is a Mechanical Engineer turned Digital Marketer, He learn digital marketing by blogging since 2011, His passion for marketing made him change his Career from a Power plant QA/QC professional to full time Digital Marketer. He also works with Digital Vidya as a freelance trainer for Inbound Marketing & Email Marketing.