OCT 2016

DAYSPA is the business resource for spa & wellness professionals! Each issue covers the latest in skin care, spa treatments, wellness services and management strategies.

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Page 79 of 100 • DAYSPA • october 2016 • [ 77 ] Write Eff ective Email Newsletters In a Pew internet survey, 9 out of 10 adults reported that they use the web to check their email more than to shop or peruse social media, making email newsletters a steadfast marketing method. If you aren't already doing so, consider producing an email-based newsletter or campaign. In one swift Google search, you'll discover a range of companies off ering inexpensive newsletter services. Most are able to manage a subscription list and can help users ensure they're following all the legal requirements and regulations, such as the CAN-SPAM Act. Osmosis Day Spa & Sanctuary in Freestone, California, sends a lengthy newsletter once a month and a redacted version midmonth that highlights specials and events. Jennifer Klein, the spa's marketing director, explains her process: "For a week leading up to the newsletter's send date, I like to schedule about an hour a day to work on it. That gives me time to write a blog post and come up with a featured service, plus any associated product specials to complement it. I also send a rough draft to the management team for review." Despite the amount of eff ort required up front, Klein fi nds that the treatments and skin care showcased in their newsletters tend to sell really well that month. "When we highlight a massage or facial, we make sure to schedule extra staff to accommodate the infl ux of guests booking those appointments, and the same goes for featured retail items." Build Your Audience With Blogging Blogging can catapult your spa's website to the top of search rankings: By using search engine optimization and consistently adding more written content, your site will begin to generate more traffi c and therefore outrank your competition. Originating material for posts may sound time consuming, but you don't need to look far for ideas. Burke communications. If you don't have those resources, consider asking your staff to alternate writing about their interests or expertise. "Blogs add value to your existing customers," says Reavis. "This demonstrates your dedication to excellence, education and industry awareness." u Williams Day Spas, which has nine California locations, blogs about current industry trends, seasonal beauty tips, health- and wellness-related news, and local events and services. "We work with wonderful writers, guest bloggers and our own internal expert staff to develop our blog's content," says Sandra Miller, vice president of marketing and Professional Quality Skin Treatment Products Backed By 35 Years Of Innovation, Success And Real Results Back Bar / Retail d e a e s u t s B a c k B a r / R e t a i l WWW.RAYAL AB.COM / 800.525.7292 / 818.760.6655

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