Email marketing is a great way to connect with your customers and get them engaged with your beauty business.

However, crafting the perfect email marketing campaign can be tricky. What should you include? How often should you send emails? What tone should you use? Which emails to send?

Don’t worry – we’ve got you covered. Here are 5 email marketing campaigns that will help you build a strong relationship with your customers and keep them coming back for more.

Welcome email

The first thing that you have to do after your clients have given you their email addresses is to greet them and make them feel welcome.

Don’t think of it just as welcoming a client into the studio, but rather welcoming them into the family.

It’s not just about the services that you provide. Most people out there like to feel like they’re a part of a community.

The digital era has made us more introverted and estranged than ever, so a “welcome email” is your chance to help your customers bridge the gap between their desire to belong and their timidity.

Make sure you write your email in a warm and friendly tone of voice and keep it as personal as possible.

Don’t be formal or distant, and don’t just make it about sales.

Let your recipient know what they can get from reading your emails and list all the benefits and perks of joining your family.

A welcome email is usually one email where you give your client a tour and share important information.

Sometimes it’s good to provide them with extra value that comes for free.

Gift-giving is a good way to start any relationship.

News and updates

Next in line are news and updates. You don’t want to just start selling and/or promoting your skincare products and services.

You need to build a relationship first. Your beauty brand has to win your customers’ trust and admiration.

That’s why you want to keep in touch with everyone and demonstrate consistency.

Unlike the welcome email, which is not a sequence but rather a single email, the news and updates sequence is a mini email campaign in itself.

It’s a way of keeping your clients in the loop, reminding them that you’re there and that you’re thinking of them, notifying them about news in the beauty industry, changes in your business, etc.

A good thing to do is to direct them to your blog posts or share snippets of valuable information with your clients. That way, they’ll feel like they’re getting something from you and might just be open to investing in your beauty brand in return.

People are always curious about what goes on behind the scenes of their favorite businesses, so give them a peek! An email newsletter is a perfect format for this type of content since it’s easy to include photos and videos along with your text explanation. This type of campaign humanizes your brand and helps subscribers feel like they’re part of something larger than themselves – which can be very loyalizing.

No matter what industry you’re in, new developments, trends, and changes are always happening. By sending out timely updates on the industry’s current trends, you’ll keep your subscribers informed and position yourself as an expert in your field. And that can go a long way in building trust and credibility.

Special deals and announcements

This is the part (or rather a sequence of multiple emails) where you try to boost sales and increase revenue.

This is where email marketing automation comes into play and where all those email addresses you strived so hard to get start paying off.

You don’t want to send custom emails to each and every client, but instead, segment your audience and send them relevant emails.

For example, some people might have shown interest in hair care, and others might be more interested in skincare… but you can also cross-sell to different types of leads and promote your beauty products and services to a wider audience.

You can announce a new product, a discount, or a new type of service that you’re providing to your subscribers.

Make them feel special by presenting them with exclusive offers that non-subscribers don’t get.

Focus on the benefit of the product rather than its features. Explain how your product/service will make your clients’ lives easier and better. Highlight why they should care about your offer and always keep in mind that people don’t buy products, they buy solutions to their problems.

You can also announce limited-time offers and create a sense of urgency around your sales.

As in all other email marketing campaigns, you should pay close attention to subject lines as they need to draw your customers’ attention.

Another thing to consider is the call to action. It must be clear, visible, and persuasive.

Take advantage of holidays and special occasions to present your clients with no-brainer offers and seal as many deals as possible.

Bonus tip: Need help with your email campaigns? Check out Referrizer – you will get advanced automation and content-ready campaigns to save time and improve your email marketing results.

If you want to make the most of email marketing and boost your sales, automate your email marketing campaigns with Referrizer. Schedule a demo here to get a tour of the platform.

Feedback and review

Launch a campaign to examine your client’s satisfaction with your brand or re-engage old clients that haven’t visited you for a while.

In these email campaigns, you usually ask your customers to fill in surveys and complete questionnaires where they’ll tell you their thoughts on your brand.

You want to check whether they are satisfied with the value you provide and get suggestions on how to improve your product/services.

Ask the ones who give you positive feedback to leave a review on Google, Yelp, or Facebook.

Nothing builds trust like social proof, which is why customer success stories can be such powerful email content. If one of your customers has had a great experience with one of your products, ask if you can feature their story in an upcoming e-newsletter. Not only will this help promote your product, but it will also show potential customers that real people have had success using it. And that can be invaluable in building trust and credibility.

Don’t forget to promise those who provide negative feedback that you’ll improve your brand soon.

That’s all there is to it.

This style of email campaign makes your relationship with your customers a two-way street.

Win back email

If you lost a client, don’t despair. Businesses lose and get new clients all the time. You can launch a win-back email campaign where you’ll try to re-engage old clients and persuade them to give it another shot.

This is where you get emotional. Tell them how much they matter to you, how you’re sorry to see them go and inform them of the effort you put into improving.

The point is to show that you’re dedicated to each of your clients individually and make them think twice before they make an appointment with one of your competitors.

Wrap up

Email marketing is a great way to connect with potential and current customers alike, but only if it’s done right. These five campaigns are tested and proven. Use them to engage subscribers, build loyalty, and promote your products without causing friction. So start planning your next email marketing campaign today!