Every day I get at least one call about setting up an “opt-in” box and at least one call about clients not responding to the emails that are being sent out to the data base of “opt-in clients” who want to receive more information about the business. I believe this article would be a great refresher on what, why and how to use your “opt-in” (autoresponder) emails to grow your business for greater client retention. ~Celebrating Your Success


Build Your Business With an Opt-In Box

We have talked about this in previous articles, but it is definitely worth mentioning again… and again, if you are failing to do this. It is vital to your spa or salon business that you capture people’s information, if only their email address.

Due to your marketing efforts or even word-of-mouth from a friend or current client, once you are blessed with a new client, it is your job to keep them as a repeat customer. Obtaining their email address will allow you to do this. It is recommended that you stay in front of your client base with a monthly newsletter. Some businesses send out information (something short and sweet!) every two weeks. That frequency all depends on you; but be sure to be consistent as your clients will start to expect to receive what you are sending.

One thing to remember in your emails and newsletters is to NOT always make it about what they can and should buy from. Instead, it is better and more valuable to you and your client when you are just “thinking” of them and sending them something that will help them make their day a bit better.

For example: a recipe, information on the benefits of a particular product or service, a thoughtful quote of the day, an upcoming event, etc. Just don’t always try to SELL them on something. Information and teaching people is the key to them NOT deleting your emails.

OK, now that we know what you need to do once you have your client coming into your store, but what about clients that have not graced your doorstep yet?

What About Your Website?

Is your website providing all that it can to attract new customers? Does your website offer new and exciting information about you and your business so that it is attracting your current clients?

Let’s talk a bit about the value of an “Opt-In” box on your website. This opt-in box is going to give people a way to find out more about you and your business. It is a way for clients to sign up for your newsletter, a FREE eBook about your business or one of your services (such as the benefits of a massage, or how to safely and successfully jump-start a battery… depending on your type of business, of course), or even to enter in a contest you may be having or special coupons that only people who subscribe to your opt-in box will receive. The ideas are endless and only limited to your imagination.

The opt-in box is also a great way to send your clients to your websites (MORE HITS!!!). By having them go to your website, you can tell them if the opt-in to your newsletter, or whatever you are offering, that they will receive a discount off of their next service or a product you offer.

Opt-In email marketing is not different than direct emailing marketing except they don’t have to be a client who has already visited you and you received their OK to send them an email. With the Opt-In box, you are receiving their OK so that you will not be SPAMMING them. That is a no-no! NO SPAM!

Whether you are using Direct Marketing Emails or your “Opt-In” Email Marketing campaigns, follow these tips to better success with your email marketing.

1. Personalize.

It has always been said that the sweetest sound to anyone, is their name. Make sure you use their first name in the subject of the email and in the body of the email. It is proven that your email has a greater chance to be read and not deleted.

2. Short and Sweet.

Keep your emails informative, but short. People want to hear from you, but do not necessarily have the time to read everything. So decide on maybe a quick three little tidbits of information.

3. Chat.

Write your email as if you are having a conversation. Feeling like they are having a one-on-one conversation with you will make your client (or potential client) feel like a real person and not just another number.

4. A Gift.

Offer your clients a gift. Give them something FREE for taking the time to read your email or if they come into your shop. Maybe you have samples of your products that if they come in at a specific time and date, they can receive. Or if they come in for an oil change, they can receive a FREE car wash. Again, this is only limited to your imagination and your budget.

5. Benefits.

Tell clients the benefits of your products or services and not the features. This is your learning part of the email or newsletter. Just share and teach.

6. Call to Action.

Although we don’t want to sell to our clients in every email or newsletter, we do want to make it known that we are there when they need us and to remember us. Maybe you could mention that they need to call you and let you know when their birthday is, so that you can reward them with something special when their special day arrives. This gives you the opportunity to connect with them and them with you on a more personal level.

Or your call to action could be a survey in the email that month. This will get a response out of them. Again, letting them know that you care how they feel or what they are thinking.

7. Track It.

It is vital to know who is and who is not opening their emails. By tracking you will also see which emails are no longer valid and who is opting out of your emails. This gives you a better understanding of your email and newsletter campaigns so that you can correct and change anything that might up the odds of all of them getting opened and read.

8. Contact.

Make sure you remember to put all of your information on your email or newsletter at the bottom. Your business name, your contact numbers, your address, your business hours, and your logo. Remember every email and newsletter is an opportunity to “brand” your identity. Don’t miss out.

The power of “in-house” marketing is too often overlooked and is a very powerful tool. So capture those emails when they come to your place of business. When they give you their email address, you now have permission to send. So don’t neglect this valuable asset to your business.

As far as your “opt-in” emails, now you have a greater chance of getting these people to enter your business.

One last thought… and it IS a big one! Think of your email data base AS your business. So many people don’t realize that when it is time to pass on their business to a relative or sell your spa or salon business, your database is really what you are selling. It cost you tons to get those clients and is a very valuable asset to your business. Use it to your best advantage.

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