SpaBoom email marketing is a uniquely effective marketing tool for spas, if it is executed correctly. It facilitates and initiates transactions, drives customers to your website and ultimately to your spa.

There is a huge misconception that volume is key, the more email contacts on your list automatically translates to higher response rates and conversion. The truth is that each ISP (Internet Service Providers) like Gmail, Yahoo and Hotmail has become increasingly sophisticated at filtering out emails that consumers don’t want to receive. The quality of your spa’s email list will always trump quantity.

What defines a quality email list and how can you ensure the spa emails get to existing clients? Follow these simple steps and you will more effectively market your spa to existing clients and potential customers.

Building a great list begins in your spa every day. The trust you build with clients while they are in the spa will bring success when you communicate with them utilizing email marketing. Loyal clients will be much more likely to share their email address and respond to your communication. If the emails offer consistent value to clients, then conversion rates will go up.

Take the building of your email list seriously. Make sure website visitors can add their email address online and make the list a priority for the front desk by having email addresses gathered when a reservation is made. Your spa email list will grow rapidly and it will be a terrific list of qualified and relevant addresses from your existing client base.

Keeping spa emails from triggering spam filters and from being blacklisted is an ongoing effort but worth the time to ensure that the maximum number of emails sent are actually received.

Double Opt-in your email list on a regular basis.

Double Opt-In means that once a client has given you their email address you send them an email to confirm it is their email and obtain their permission to use it. That means that they must respond to your email, usually with one click, or they will be taken off the list.

This ensures that only the people who want an email from you receive it. Life happens, consider that 1 in 6 Americans move each year, 16.8%, and your email list must adapt accordingly to account for clients who are no longer active or just don’t want to receive your emails.

Double Opt-in also lowers the risk of being tagged as a spammer by confirming that the email address is correct before sending out a mass mailing. If you are blacklisted you can forward your record that shows the client did opt-in to your emails.

Give your clients a way to unsubscribe.

An unsubscribe (Opt-out) option in email communications garners trust. It puts the communication control exactly where it should be, with the client. It builds trust, awareness and ensures client privacy has been honored. The unsubscribe option takes clients who choose not to receive your email off the list.

Avoid words and phrases that trigger spam filters.

There are more than 250 words that can trigger spam filters but spas will most likely be limited to a few words: Free, Limited-Time-Offer, promise, all natural, free sample, great offer, cash, money, specials, promotion, guarantee. Try not to use these words in the content of your email, especially in the subject line.

For a complete spam word list you can Google, 'spam filter words.'

Keep email communications simple.

• Avoid heavy graphics in your emails. Graphics in your emails can adjust in the transfer to the client’s in-box and can reduce response rates and trigger filters.
• Avoid all capital letters in the subject line.
• Check for typographical errors.
• Do not include punctuation to the subject line.

Personalize emails the way you personalize spa services.

Be direct and relevant in your emails to spa clients. If you offer value or communicate relevant information to your clients they will respond positively. They will continue to want to receive your emails, stay active and you are less likely be blacklisted by ISPs.

Check the Blacklist for your spa, despite best intentions.

The Blacklist is a list of email senders who are determined to be sending unsolicited spam emails. Legitimate businesses can be blacklisted; you should check your domain name on a regular basis. This means that each time you send out an email communication it will be blocked by the ISP that has blacklisted your domain name. There are a number of online services that allow you to check your domain name against many of the lists of blacklisted senders, just Google 'check email blacklists.'

When you develop email communications always keep clients top of mind. What would be valuable to them? It could be an offer, promotion or relevant spa information. Email marketing is a valuable way to keep the line of communication open, just make sure you honor them first.

Every communication with clients should be measured by whether it is worth their time and effort. This perspective requires that spas deliver value that directly enhances their life through spa. Taking this responsibility ensures that each communication enhances the relationship and builds your reputation.