What I’m about to share with you I have read before but never really put it to the test. So, I decided to see if this really works and put it to the test in my last email update. Turns out that it’s very true, it works!
Do you send emails out to your facial clients on a regular basis? You should be! You need to keep “you” on their minds. One email a month with a quick update about something new and exciting is sufficient. You don’t want to wear out your welcome by emailing too often.
Did you know that what you put in the subject line can make or break whether they even open your email? I knew that but I didn’t take to heart the importance of it. I usually get around a 45% to 48% open rate, which is considered pretty high. But I would definitely like more!
The way to get an email opened is by using a subject line that works on our strange human nature of wanting to hear about something bad, something gory, and something that seems like gossip. It’s actually kinda sad that it takes that type of subject line to motivate people to have a look, but it works.
In my last email to my Estheticians I put “breaking up hurts” in the subject line. Within 4 hours of that email going out I had over a 50% open rate. A couple of days later it was up to 60%. I will bet you that most people looked at that subject line and thought I was getting a divorce and boy, did they want to hear about it.
A few days later I sent an email out to my facial clients from my Spa. The subject line read “we’re so sad”. Again, I got a much higher open rate than usual. One of my clients is an advertising guru and she sent me an email saying “great marketing Shelley”. That was music to my ears coming from an expert!
By the way, I am not getting a divorce! That subject was about how I was separating from a vendor and it was a very small portion of my email. The one to my facial clients was about how sad we were that we hadn’t seen some of them in quite some time. We offered them something special if they booked an appointment before the end of the month. It worked; three people contacted us that same day!
So, the next time you get ready to send an email to your clients get creative with you subject line, think gloom and doom.
Ps….did the title of this article kinda draw you into reading it? Yep, see what I mean!
Feedback from Estys:
Shelley....Using a negative subject line in my emails does get more opens and clicks! Once again I learn from your wisdom! You truly are my mentor. Thank you so much! Rebecca