Every med spa has stories to tell. From critical self-care regimens to a multi-part series on a new product or service, it’s often easiest to promote your services to your patrons through email marketing. But there may be times when you need to send the same information asynchronously to individual subscribers instead of to all of your subscribers at once. This is where email drip campaigns come in. With an email drip campaign, your med spa can effectively and efficiently retell your most critical stories and send valuable information to every new subscriber.

What Are Email Drip Campaigns?

Email marketing is all about automation, and drip campaigns fall squarely into that category. Simply put, a drip campaign is an event-triggered email that you send to email subscribers.

The key difference between a drip campaign and a regular email campaign lies in how the emails are created, sent and scheduled.

Regular email campaigns: are scheduled to run ahead of time to all of your subscribers or specific contact lists.
Drip campaigns: Are sent out automatically based on specific event triggers, such as an individual email sign-up or specifically-marked calendar date.

Drip campaigns can do pretty much anything you want them to do, such as:

Automatically welcome new subscribers to your email list
Send a series of promotional emails each week following an email subscribe
Deliver a special deal for new subscribers

The key difference between regular email campaigns and drip campaigns is in how many individuals will receive your automated email. With a regular campaign, you’ll want to maximize how many recipients receive the email. You’re also likely preparing new content and send those emails on a schedule. Meanwhile, drip campaigns are fully automated and trigger-based. They’re best used for individual subscribers, such as through welcome emails for new email marketing sign-ups.

Email drip campaigns can go beyond just new subscribers. Your long-term customers can also benefit in a variety of ways. For example, you can trigger promotional emails based on certain events or dates, such as birthdays or holidays.

Why Should Med Spas Use Drip Campaigns?

You’ll find drip campaigns offer a few key advantages over regular email campaigns.

1. Save time resending introductory and welcome emails

Introductory emails are incredibly important in helping email subscribers feel welcomed to your med spa. Most consumers are now inundated with email marketing attempts and roughly half of surveyed consumers feel uncomfortable sharing personal information while making purchases. If consumers are sharing email addresses with you, make sure they know how much you appreciate them putting aside their apprehensions on your behalf with a warm and welcoming email you’ve created and triggered to send automatically.

2. Automatically reward customers for signing up

Many customers may feel the need to be rewarded for sharing an email address with you. When sending an introductory or welcome email, you may want to include a special deal or offer that’s exclusive to new email subscribers. This not only helps incentivize customers to share an email with you but can lead to more conversions down the road.

It’s important that you be transparent with how you plan to use your customers’ emails. An Accenture survey found that 73% of consumers are more likely to do business with a brand that openly shares how it plans to use data. So if you’re asking your customers to share an email address, phone number, or birth date, make sure to let them know how you plan to use that information. And, if you can, reward them for sharing it using automated email drips.

3. Share on-going promotions and deals with new subscribers

Many med spas have long-running promotions or deals, especially throughout certain seasons. It can be a hassle trying to send out these promotions and deals manually each time you get new subscribers. Thankfully, automated email drip campaigns have you covered.

With a drip campaign, you can automatically send these promotions as customers or potential new customers sign up. Once their email is registered, you can have different promotions and deals sent automatically, or preferably on a schedule (so as to avoid sending too many emails at once to new subscribers).

4. Put your blog content to work

If your content strategy includes a regularly-updated blog (and it should!), you can incorporate drip campaigns into your blogs by using what are known as lead magnets. These are content ideas you put into your posts that are more likely to convert readers.

What type of content will successfully convert for your business may be different than what works for other industries, but for med spas, must-see advice, product deals, or promotions are excellent lead magnets. To get readers to subscribe, create a new blog post that leads the reader through an engaging story, but requires an email sign-up to get the last piece of the puzzle or the desired product, service, or promotion.

Some common lead magnets include:

Discount codes for chemical peels or other popular treatments
eBooks about at-home beauty care
Exclusive formulas for homemade facial masks
Email-only deals on in-store products
Ultimate how-to guides
Other bonus materials

The most important thing is to know what your audience typically wants or responds to. If you’re not sure, test a few different types of lead magnets to see which ones result in better conversion rates.

How Do I Create a Med Spa Email Drip Campaign?

You’ll need just three things to get started with a med spa email drip campaign?

An email automation service (such as MailChimp or ConverKit)
Hand-crafted content to be sent via automated emails
A plan to measure email drip campaign success (often called Key Performance Indicators, or KPIs)

If you already have an email contact list, that’s great! As there are plenty of awesome ways drip campaigns can benefit your current subscribers, you can get started creating and automating your email drips for pre-existing contacts. Alternatively, you can start designing your welcome emails and promotions geared toward potential new subscribers.

Not sure where to get started with email automation and email drip campaigns? Contact Madison Ave Media today for a complimentary consultation on med spa email marketing needs.

Med Spa Email Drip Campaigns: Capturing Every New Subscriber