/Email marketing guide for massage therapists
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Email marketing guide for massage therapists

Despite the rising popularity of social media platforms such as Instagram, Facebook, and Twitter, it is an undeniable fact that email is here to stay. A Statista report projects the number of worldwide email users to grow from 3.8 billion in 2018 to over 4.25 billion in 2021. With about half the global population using email for necessary day-to-day communications, it remains one of the most widely accessible marketing channels. Employing a well planned and executed email marketing campaign for your massage therapy practice can convert your leads into customers and convert one-time visitors to your clinic into loyal, regular patrons.

If you’re still not convinced, here’s a short list of what effective email marketing can do for you.

  • Establishing and strengthening relationships with customers

  • Positioning yourself as a qualified expert

  • Building trust and familiarity with existing and potential customers

  • Generating more leads

  • Boosting web traffic and  service membership

These are just a few of numerous ways in which your massage therapy business can benefit from email marketing. And the best thing is this can be done in an extremely cost-effective manner, as email marketing boasts of considerably high ROI. Now that the potential benefits of email marketing are obvious, read on to know how to reap the benefits of email marketing for massage therapy practice.

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Build and grow a mailing list

To get started with an email marketing campaign for your massage therapy center, the primary step is to build a mailing list. Begin by building a mailing list that consists of your existing customers and contacts. Before you send them anything, it is crucial that you get their permission and opt-in. Sending unsolicited emails, no matter how useful you think they may be, will annoy your customers and will turn them away from your viewing your message.

Getting new subscribers

In addition to your existing customers who give their consent to receive email communications, you require lots of leads or people who may eventually become your customers. One way you can get contacts is by purchasing an email list. However, purchasing email lists is a bad idea for a number of reasons, and will be a huge waste of your money. This is because such lists are usually comprised of a random bunch of contacts, most of which may be inactive. Add to this the fact that when you send emails to the contacts without their permission, you are more likely to be labeled as a spammer and be blacklisted by email service providers. Thus, you should focus on gathering leads using more effective methods.

Using lead magnets is an assured way to get subscribers to your mailing list and leads for your massage therapy practice. A lead magnet is something of value that you offer to people in exchange for their contact information. Lead magnets need not cost much or rather they need not cost you anything.

For example, as experts in massaging techniques, you can provide a short, free ebook on how to perform self-massage for healing different muscular and joint problems. In exchange for this valuable resource, you can ask interested people to provide their email and first names or some other basic contact information. The lead magnet could also be a short video demonstrating a self-massage session, which is easy to make and at minimal to no cost. You can create an ebook using free online tools such as Canva, and you only need a good camera to record a video.

Creating engaging content

Another way to gain new subscribers is by creating content that is worth sharing. If you provide your existing email subscribers with valuable content that benefits them, they are highly likely to share the content with their network, giving you more exposure and potentially new subscribers. Make sure you deliver some value in every email you send and watch your audience expand. We’ll go deeper into identifying the right type of content in a later section.

Segment your audience

Marketing communications are most effective when they are targeted. As a massage therapist, you’ll know that different customers have different needs, and you can not provide them with a one-size-fits-all type of service. It is no different for marketing, and you need to differentiate your subscribers into different groups based on their differing needs. A MailChimp research reported 74.53% more clicks in emails segmented based on interests. This means that categorizing subscribers based on preferences leads to more engagement.

For instance, your customers may include middle-aged people who need massages for relaxation and stress-relief, older people who need therapy to get rid of different types of pain and young people, including athletes who require massages for recovery from injuries. Sending young athletes information about arthritis care for seniors will be of no value to them, and may turn them away from being a part of the mailing list. Thus, you should segment your mailing list into as many categories as possible, and send highly relevant, customized content to different groups that would be of great value to them. You can achieve this segmentation by asking your subscribers to choose, preferably during sign-up, their demographic and their specific needs.

Maximize open rates

The aforementioned MailChimp research also suggested that segmenting subscribers based on different factors such as interests, sign-up date, activity, etc. led to 9% to 29% increase in open rates. Hence, we know that segmented targeting is one way of ensuring higher open rates. There are also other ways in which you can impact the open rates of your marketing emails.

Having intriguing subject-lines

Giving your emails appealing subject lines will increase the likelihood of your email being opened. However, you should avoid using click-bait and trending words just for the sake of grabbing attention, as over time it will lead to a loss of credibility. It is advisable to keep the subject line shorter than ten words, to ensure a healthy open rate. Use the subject line to tease the content of the message in about 6-10 words. There have also been reports that including emojis in subject lines lead to higher open rates. This might be due to the element of friendliness and humanness that is evoked by the presence of an emoji, differentiating the message from potential spam.

Timing your messages

Ensuring that your messages are delivered at appropriate times maximizes the possibility of your emails being viewed by your audience. Most email inboxes are opened in the morning and during lunch times, which makes them the perfect times for your mail to be delivered. Also, if you don’t send daily emails, you should choose the days of the week when you send them. According to various studies, Tuesday is the best day to send marketing emails, with Thursday coming in as the second best day.

Maintaining consistency with content

If every mail you send has an appealing subject line and a body that delivers on its promise, people will begin to trust you for advice regarding massage and physical therapy. Once you have built trust among your subscribers, you will no longer have to try and convince them or hope for them to open your email messages.

Optimize your content

Now we know that it takes a catchy subject line to make someone open your email. However, a clever subject line followed by content that is either irrelevant or not giving enough value will lead to loss of interest for the customer and loss of prospects for you. Below you will learn how to craft content that your audience will want to read.

Diversifying the type of content

Your email content should comprise of more than just text, as adding multimedia content has been proven to get more engagement from consumers. For instance, emails having the word “video” in their subject line saw a 19% increase in open rates and 65% more click-through rates. Adding relevant images to complement your text content will not only make your email less boring but will also ensure longer retention of the content in the user’s memory. Other forms of media, such as GIFs, audios, etc. should also be used strategically to make the most impact on your readers and to clearly get your message through.

Optimizing for mobile use

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Over half of all emails sent are opened on a mobile device, according to a litmus.com report. Hence, it only makes sense to make your emails mobile-friendly. Use a responsive email template, so that your content adjusts to the screen it is opened on. Test your emails for their readability on different mobile devices and ensure that your links and call-to-action buttons are adequately large for easy accessibility on touch-screen devices. Also, ensure that your media files are not very large to avoid any loading issues on mobile. Some users may have images disabled on their devices, so you should provide alt text for every image you insert in your emails. Alt text is displayed as an alternative to images if they are unable to load in the user’s device, giving the user information on what the images are about.

Humanizing your brand

It is a known fact that people will only buy from someone they know, trust, and like. Hence, instead of selling, your focus should be on becoming familiar, trustworthy, and likable in the eyes of the customer. To have such a favorable perception, you need to be viewed as a person, not a business. Therefore, you should write your marketing messages as if you are having a personal conversation with each one of your customers. Writing in a warm, friendly tone in the second person brings that conversational feeling to your communications. Another small tweak to send emails, especially if you plan to send them daily, is to time them randomly, for example sending an email at 9:21 am looks much more natural and human than 9:30 am, which looks automated.

Avoiding overselling

Most of your email marketing content should be viewed more as relationship building communication and less as a sales pitch. It is important to understand that your customer will visit a massage therapist eventually if they need to, and the purpose of your email marketing campaign is to ensure that you become their first choice when they decide to do so. It is okay, and even preferable that you mention your services and their benefits in your communications, but being too pushy and making every email a sales letter will cost you subscribers.

Automate email sequences

Having an automated sequence for every client segment will save you a lot of time and effort, and will lead your client effortlessly through your sales funnel. You can use autoresponders to send your mailing list well-timed series of communications. Each message should lead your readers closer to becoming regular customers. The most popular autoresponders are MailChimpGetResponseSendinBlueConstant Contact and Campaign Monitor.

Setting up triggered emails

Triggered emails are planned emails or series of emails that are sent in response to various “trigger” events, such as a new customer signing-up or inquiring, and the download of a lead magnet. You can also set up emails triggered by special occasions such as customers’ birthdays and public events. Triggered emails have an exceptionally high open rate of 45.70% and click-through rates of 10.75%, which are considerably higher than autoresponder and newsletter emails. As a massage therapist, you can send your customers or prospects special offers and discounts on specific occasions, such as on sign-up.

Sending welcome emails upon sign-up are among the most viewed marketing communications, and generate three times more revenue per email than other general promotional emails. You can consider giving discounted massages to your new subscribers to increase the chances of them becoming regular customers.

Following up

Following up is an important aspect of the sales process, and it is equally if not more important when it comes to email marketing. You should make sure you have an automated follow-up sequence in place for different customer actions. Follow up could be a simple email thanking the customer for visiting your massage clinic and asking for feedback, or it could be a series of emails reminding them of unused discount offers.

Pay attention to analytics

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It is never a good idea to base your email marketing strategy on assumptions. Using analytics to keep track of key metrics to measure the success of different email campaigns, and identifying what works will guarantee a successful email marketing campaign.

Experimenting with strategies

When it comes to online marketing, what works for some may not work so well for others. Therefore, it is important that you try different strategies to determine what works best for your massage therapy clinic. Trying A/B testing between different types of content, different frequencies and timings will allow you to make informed decisions regarding the best strategy to move forward.

Measuring the right metrics

Different metrics allow you to measure different performance aspects of your email marketing campaign. Keeping track of key data such as click-through rate, open-rate, bounce rate, etc. helps you gather major performance metrics for your email campaign that will help you evaluate your methods.

Following are the metrics you should be tracking to determine the effectiveness of your email marketing campaign:

  • Deliverability – tells you how many of your emails are actually reaching people’s inboxes; low deliverability will have you labeled as a spammer.

  • Growth in the number of subscribers – tells you how well your emails are being received and attracting new subscribers; helps you evaluate the number of new leads generated.

  • Conversion rates – tells you how many people respond positively to your call-to-action and visit your massage therapy clinic.

  • Unresponsive leads – this metric tells you how many people are unengaged from your mailing list; too many unresponsive subscribers may get you labeled as a spammer.

Ensuring that you optimize all these metrics by making the right changes to your email marketing campaign will give you better results.

Driving an effective email marketing campaign for massage therapy can be extremely rewarding. It can provide you with a customer base that grows by itself, without much effort on your part. However, it can be difficult, when you have your massage therapy clinic to run and to focus on your email marketing endeavors as well. Hence, we recommended that you entrust your email marketing efforts to experienced email marketing professionals so that you can focus on what you’re really good at – providing massage therapy services.

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