Week 15: Check Your E-mail List…Check It Twice

For the last five years retailers have followed a trend that spa owners need to be aware of. Don’t forget the Internet. Four of the eight biggest retail e-mail volume days of the year occurred in the weeks before Christmas last year. These days actually have names, “Cyber Monday” (November 27) with the following three Mondays being referred to as “Echo Mondays” (December 4, 11 and 18). Sending out e-mails to your data base around these dates makes good sense. 

Writing the e-mails now provides an opportunity to send out a well-planned and thought-out campaign highlighting specials and promotions. You may also consider identifying your top clients from last year’s gift certificate purchases and contact them with a reminder or special offer. Many corporate managers are looking in October and November for the gifts they will give their staff at the end of the year. Spa gift certificates are an easy and great gift for managers to give. 

Think in your sphere of influence, who do you know who may need to buy lots of presents for their staff? Ask your staff where their significant others work. Create a game designed for your staff to sell gift certificates. Remind them to use e-mail. If your spa is not set up to sell gift certificates online, be sure to clearly map out through your e-mails and website how easy ordering from your spa is. Set protocols in place to handle all phone inquiries as well as a system to mail out gift certificates. All spas will see a significant increase to their gift certificate sales by making it easy for the clients.  

If you are located on a heavily traveled road, you may want to consider setting up a gift certificate tent outside the spa. Send out e-mails letting your clients know your spa will be offering drive-up purchases for busy last-minute shoppers. One of our clients tripled their gift certificate revenue this way while connecting with new clients. Sending out appointment confirmations via e-mail this time of the year can drive additional revenue into the spa as well. According to a recent poll, 70% of clients receiving an e-mail confirmation for an appointment they scheduled will open the message. The spa has the opportunity to include a message, such as “Give the gift of relaxation. Spa gift cards available.”

— Bryan Durocher, Durocher Enterprises

Coming Next Week: Is Your Website Fresh Enough?