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dayspamagazine.com • december 2017 • [ 55 ] Sending the Right Message Spas must keep detailed data about their patrons—including email addresses—and systems should be in place to track and manage that information. "If they don't, there's no way to continually improve existing customer relationships, eff ect sales or develop marketing techniques," says Leslie Lyon, president of Spas2b, a spa management consulting company. Email campaigns that target lost clientele should be built into a spa's regular marketing plan, ideally on a quarterly basis. "Anybody who hasn't been to our spa in a year makes the list," says Cortright. "We fi nd out who those guests are, and then we send a nice email along the lines of 'Hey, we miss you. We know life gets busy, but it's important to take time for yourself.'" The message also includes a discount code with an expiration date to create a certain amount of urgency. Cortright reports that she most recently sent out such an email in March; as a result, 76 past customers returned. Contacting former clientele is important, but avoid being too intense in your messaging, as it may backfi re and alienate the very people you're trying to attract. "Find a gentle way to keep in touch, as opposed to the 'hype, hype, hype' or 'hurry, hurry, hurry' kind of relentless advertising," says Karen Carnabucci, MSS, LCSW, TEP, marketing consultant and personal coach for health and wellness professionals. "You simply want to reach out to these former clients to remind them of your presence and your services. Be cognizant of the words you're using, and present your message in a soft, relaxing way to really refl ect what you're off ering." In addition to a coupon or discount, Carnabucci advises spas to send their clients useful information and updates such as a new service off ering or an upcoming event. "You want to have something to communicate that's of interest to the recipient," she says. Vierra reports that open rates for his emails are between 15 and 20 percent; if he adds a customized note, the rate increases to 30 to 50 percent. "People do appreciate that personal message—they like that we're a small business, that we value them as clients, and that if there's something we can do diff erently for them, we will," he says. But email isn't the only method for reaching out to lost clientele. The Pearl Day Spa's "We miss you" campaign starts with a postcard, which is then followed up with emails and accompanied by a social media campaign to target this specifi c type of client, explains Vierra. For example, after an email has been sent, a social media post on a medium in which the client participates will follow shortly after. "We have a marketing company that creates most of our social media posts, and they fi gure out the targeting of clients," he adds. Vierra tracks marketing campaigns by assigning each one a diff erent phone number. "Those sent through Google include one phone number but Yahoo has a diff erent one, and boosted social media posts have another," he says. "So when the calls come through, we know which messages are actually converting into appointments." Spa Gregorie's has had success with personal phone calls. "Our therapists are proactive and they know our guests well," says Cortright. "If they haven't seen a client in a while, they know that a phone call may be in order." It's important that the right employee places the call, however. "It must be done by somebody who is outstanding on the phone, with great customer service skills, who really knows how to engage in a nonthreatening and respectful way; otherwise it just sounds like you're throttling the client with a sales pitch," warns Cortright. "But if it's done right, people truly appreciate the outreach. They appreciate just knowing that we care." LEFT: COURTESY SPA GREGORIE'S; © GETTY IMAGES