Business coaching and strategy for massage therapy practice owners

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How To Double Your Massage Sales With These 5 Email Marketing Hacks


Email marketing has been the foundation of the success of all of my business endeavors--especially my massage practice. The only two concepts that you must really focus on when building any business in the digital era are: #1.Your Email/Client List and #2:The relationship you build with them.

Email marketing has still proven to be one of the most important forms of communication with my clients. While this is widely understood among massage therapy entrepreneurs, most therapist have a hard time coming up with appropriate content to email out.

Before I get into my top 5 email “types” , you should know that this article will not cover frequency or peak times, however I will be blogging about that soon.

You should know that when sending out content emails, these types of emails are so powerful and often times will increase your bookings just because it reminds people you exist. I have gone months without sending out special offers just because my content emails were bringing in so many bookings. My biggest recommendation when sending out emails is to always make it easy for your clients to book a massage with you by including a “schedule now” button at the bottom of every email or adding your booking information to your signature at the end of the email.

Here is an example of a book now button on an email:

Screen Shot 2016-03-21 at 7.30.40 PM

Ok, so let’s get into this, here are some of the “types” of emails that I schedule on a daily, weekly and monthly basis.

  1. Weekly Newsletters- These are the emails that are either informational or conversational and have to do with any topic related to health, pain relief, or science-based research. I normally try to include credible resources in these emails and I try not to make these more than a few paragraphs long. Often times I try to make these emails “How to’s” or “ 5 reasons why…” type emails so that those readers who don’t love to read, can skim the articles and still get something from it. These are great because you can also add them to your website as a blog which in turn helps your visibility online. You still want to include a “schedule now” button somewhere on the email for easy booking.The more informative you can be, the better!
  2. Last Minute Openings - I made this a separate email “type” because we use these emails to add additional hours to our schedule, not for slots that haven’t been filled (however you can certainly do that too). Fortunately, most of my therapists are booked out for months and these work really well for us. I would recommend ‘last minute booking’ emails whether you are a really busy practice or not. The way this works is: we decide on a day/time (a few times per month) that we are going to add hours to the schedule. Let’s say you are a full-time therapist working Mondays, Wednesdays, Fridays and Saturdays between 12-8pm. A last minute booking email would go out on Saturday with the subject line: “Today’s last minute opening with [your name]. Inside the email you will include a time that is not normally available for booking like 11am. The more people on your email list the more people will be fighting for the slot. This is both exciting for you and for your clients. It has great results for clients who don’t know their schedules. It keeps them always looking out for these slots and gives you an extra boost.
  3. Weekly Deals- These are normally emails used to fill appointment slots that have not been booked yet. I try to employ these emails for times that are not popular. I normally have my coaching clients only send these out at the beginning of the week (let’s say Sunday) and preferably only times that are harder to book. We generally will offer a $5-$10 discount for clients who take these last minute times unless you are a really popular therapist and you know you can fill the slot without a discount.
  4. Holiday Specials- My biggest recommendation when coaching other therapists is to pick 1-3 holidays you want to run deals on. The younger your business is, the more holidays you can run deals on. But as your massage practice grows, you want to start limiting the amount of holiday deals you run to perhaps one per year (normally Christmas or Black Friday), this way clients don’t get used to this and will actually invest in your business throughout the year. This should be seen simply as an “icing on the cake” deal. Not to mention, the more engaged your list is with your emails throughout the year, the higher your sales will be on this one day/weekend. Normally this is run as a [FLASH SALE] and only run for 3-7 days.
  5. Email Series- The email series is more of a weekly email lesson, where you might give 4 weeks straight of the same topic. For example, If you are an orthopedic massage therapist, you may send out 4 weekly emails to “teach” your new client how it works and when they need to come see you. This is an opportunity to both welcome your new client to your practice and educate them about massage. I love these emails but I this should be planned and written well to be effective.

Let us know your email marketing hacks and what you want to hear us talk about regarding email marketing!

Mercedes Diaz

Mercedes Diaz is a serial entrepreneur, owner of a small sports massage clinic in Boston,Ma, online marketing and advertising consultant, business visibility strategist and owner of three authority sites including Massage Therapy That Sells. She loves everything business and is happy to share her knowledge with anyone who asks.


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