If you’ve been relying solely on social media to connect with your clients, this blog post is for you. Today, we’re diving into why email is absolutely essential for your business, how to nurture your email list, and what you should be sending in your monthly newsletters.
You might be asking yourself, “Why should I bother with an email list when I’m doing just fine on Instagram, Facebook, or even TikTok?” I get it. Social media is fun and great for engagement. But what happens if one of those platforms disappears tomorrow? We've seen this play out with TikTok recently. As talk of a potential TikTok ban gained momentum, creators and businesses that had built massive followings on the platform suddenly found themselves at risk. The one platform they relied on could vanish overnight, and with it, their entire client base.
Here’s the thing—social media is wonderful for building relationships and engagement, but it’s not your business's foundation. Your email list is. Unlike social media, which can change algorithms, shut down, or even disappear completely, your email list is one communication channel you truly own. You have control over it, and with that control comes power.
The Monetary Value of Your Email List
Let’s talk about the value of your email list. Did you know that for every subscriber you have, there’s a monetary value attached? Studies show that a well-targeted email list can be worth anywhere from $1 to $3 per subscriber each month, depending on your industry. Think about that for a second: if you have 500 subscribers, that could translate into $500 to $1,500 every month—just from nurturing relationships and sending valuable content.
If you aren’t already investing time into building your list, now is the perfect time to start. Email marketing isn’t just about sending out promotions or discounts. It’s about developing a long-term relationship with your clients and offering them ongoing value.
What Should You Be Sending in Your Monthly Newsletters?
You may be wondering, “What should I send to my list to keep them engaged?” Don’t worry—I’ve got you covered. Below are a few ideas to help you keep your clients excited to open your emails every month.
1. Business Updates
Your clients are invested in you and your business. They want to know what’s going on! This could include things like:
- New service launches
- New products or offerings
- Limited-time specials
- Upcoming events or promotions
- Changes in your booking system
By being transparent about your business’s growth and changes, you help build a deeper connection with your clients and keep them in the loop.
2. Exclusive Offers or Discounts
Exclusive offers are a great way to show appreciation for your loyal clients. I’m not saying you need to hand out discounts every month (because honestly, that can devalue your services). However, it’s nice to send an exclusive offer every once in a while, whether it’s a discount on a service or a complimentary add-on to their next treatment.
The key here is to personalize it. Let your clients know why they’re getting the offer—perhaps it’s because they’ve been with you for a while or you’re celebrating a milestone together. Personalizing the value makes clients feel special and appreciated.
3. Educational Content
As an expert in your field, why not share some of your knowledge? Send tips, tricks, and advice about how your clients can incorporate your products or services into their routines. You could also share seasonal skincare tips, product recommendations, or even how-to guides for your services.
This type of content not only positions you as an authority but also strengthens your relationship with your clients. And don’t forget to hyperlink your products back to your website to make it easy for them to shop.
4. Real Client Results
Nothing builds trust like real stories. If you have a client who’s had amazing results from your services, why not share their story? Before-and-after photos are powerful tools for demonstrating your expertise and the real, tangible benefits your clients get from your services.
Testimonials or success stories from actual clients help to build credibility and make your business feel more relatable and trustworthy.
5. Personal Stories
People love to connect with the person behind the business. Sharing a little about your personal life or journey can help your clients feel more connected to you. Whether it’s about a recent trip you took, or even a hobby you’re exploring—giving your clients a glimpse into your world helps make your business feel more personal.
Of course, always keep it professional, but sharing a little personal story can make a big difference in fostering that deeper connection.
How Often Should You Send Emails?
Now, I know sending regular emails may sound overwhelming, but it’s really not as difficult as it seems. If you're just starting, aim for one newsletter a month. But eventually, try to get to a point where you send at least four emails a month—ideally, twice a week.
I know, it sounds like a lot, but trust me—it’s manageable. You can repurpose content and resend old emails if you need to. Your subscribers probably won’t remember that email you sent out eight months ago, so don’t be afraid to reuse content!
Tip: Automate and Batch Your Content
To make things even easier, consider automating your emails. You don’t have to scramble each week to come up with new content or worry about last-minute email blasts. Plan ahead. I personally love to spend a couple of days every few months batch-creating my content. That way, everything is organized and cohesive, and I’m not scrambling to come up with ideas on the fly.
Also, if you don’t know where to start, we have multiple blogs on our website that share email flows and content templates you can literally copy and paste. We also have a guide on how to automate your email campaigns so you’re not stuck doing everything manually.
Lead Generation: Building Your Email List
Now, I know building an email list can be tricky, especially if you’re just in the treatment room and don’t have a lot of online traffic. But there are ways to make it happen! One of the most effective methods is to create “lead magnets.” Lead magnets are pieces of content (like a free e-book, guide, or checklist) that people will want in exchange for their email address.
Be creative with these lead-generating pieces of content and think about what your local audience would find valuable. Once you get them on your list, it’s about nurturing the relationship and providing consistent, valuable content.
Remember, Social Media Isn’t a Replacement for Email Marketing
Social media is fantastic for building engagement and connecting with potential clients. But it’s not a replacement for email marketing. You control your email list. You control your destiny.
So, if you haven’t already, make it a goal to build your email list in 2025—whether that’s by adding new subscribers with each client booking or creating creative lead magnets. Start nurturing those relationships, send valuable content consistently, and watch your business grow.
If you have any questions, feel free to reach out. I’m a big fan of email marketing and happy to share the tools and companies I’ve used to help me build out my list and create automated flows.
Thanks for reading! If you found this post helpful, please share it with a fellow business owner or esthetician who could use a little email inspiration.
