Email Marketing Success Story

This Constant Contact customer finds that promotional offers really work

Essencia Day SpaList Size: 717
Open Rate: 27.8%
Website: http://www.essenciabelmont.com

Gentle skin bootcamp. That’s how Essencia Day Spa in Belmont, Mass., describes the service it provides for customers. This three-year-old business has already built a loyal customer base in large part due to its high-quality offerings, including facials, massages, manicures, and Botox. But according to Kathy Thomas, one of the spa’s owners, email marketing has also played a large role.

Based on the recommendation of other business owners, Kathy chose to use Constant Contact and began sending her email newsletters in August 2006. Those early messages were largely informational about the products and services offered at Essencia, and each also included one promotion. But as successful as the informational messages were, Karen soon learned a valuable lesson: “We found that our clients responded better to short promotional emails,” she says. “The issue was finding which email format and frequency would bring the most results without having clients opt out or not open.”

Now Karen sends out promotional messages regularly as a reminder to clients that Essencia is ready to serve them. In the spa business, promotions are seasonal and similar offers are used each year at the same times. For Karen, the challenge is thinking of something that will really wow her clients and encourage action. “There is so much competition in this arena that we find offering a price break to our email base is really appreciated,” she reports. “Certain clients will come in regardless of a ‘special,’ but in this economy it all helps.” In addition to the offer itself, Karen pays special attention to her subject lines and the design of her emails so every aspect of the message is impressive.

Karen can see the results of her emails immediately; she says bookings always increase after she sends out a message. But she knows that her promotions serve a purpose beyond the specific incentive. “Even if clients do not open the email, it plants a seed in their mind to give us a call when they are in need of services,” she adds. These gentle reminders help Essencia to stay top of mind with customers, and keep this day spa going strong.

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