Issue link: http://cp.revolio.com/i/142672
email marketing By Phyllis Hanlon Massage therapy is all about relationships and Heather Gallegos, founder of Spa Clientele Solutions in the San Francisco Bay area, suggests email as a way to strengthen those relationships. Before jumping on the electronic bandwagon though, she offers some basic advice. First, make sure you have permission to communicate with your client, Gallegos emphasizes. She recommends an opt-in list where contacts ask to be placed on your email list either through a link on your website or in an email. Second, subject lines can mean the difference between an email that is opened or one that lands in the trash. First names often entice people to open an email, but Gallegos cautions not to use last names and make sure the subject line is clear and not deceptive. She also urges users not to write subject lines in all capitalized letters. As for content, Gallegos believes massage therapists should provide something of value to clients, such as tips or announcements. For instance, emails can focus on a specific health condition, like carpal tunnel syndrome, and give a definition, treatment options, and preventative measures. "Promotion is OK, but should be secondary, not in the first or second paragraph. Tie it in at the lower end of the email," she says. "Be caring and nurturing. It's part of the credibility of your relationship." Gallegos also reminds us to always check spelling and grammar. In addition to using spell check, "Have someone else read it. It's a little step, but could make a big difference if someone catches an error." Many recipients won't think to forward an email, so Gallegos suggests you include such a request. When your email message is sent to other individuals, it becomes a form of viral marketing and can earn you new clients. Consistency is also key, so Gallegos advises choosing one template or look for your emails, something neutral that can be used all year long. "You don't want to be tied to hearts, wreaths, or four-leaf clovers," she says. Initially, David Bruneau, LMT, owner of Serenity Massage & Bodywork in Whitinsville, Massachusetts, sent only email appointment reminders to clients. The response was overwhelmingly positive so he began to use this means to reach people on a regular basis. In most cases, Bruneau sends emails to fill holes in his schedule. It takes him approximately 20 minutes to compose the message, which he then transmits in waves. With a database of between 600 and 800 names, he is forced to break the list down to batches of 200 or so. Otherwise, the emails are flagged as spam and may not reach their destination. Bruneau says, "This is definitely a nice tool, a good way to fill open appointments. The emails keep you fresh in someone's mind," he says. And the convenience can't be beat. "People check email at all times of the day and night. Some respond at 2:00 a.m."