Issue link: https://www.ascpskindeepdigital.com/i/884148
What I'm about to share with you is something I've heard about but never really put to the test. So, I decided to see if this really works. Turns out it does! Do you send emails out to your facial clients on a regular basis? You should! 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, or something that seems like gossip. It's actually kinda sad, isn't it? That it takes that type of subject line to motivate people to read your email. In one of my emails to my Esthetician followers 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 day later it was up to 60%. I'll bet you most people looked at that subject line and thought I was getting a divorce, and boy, did they want to read all the gory deatails. I recently used the subject line "You won't believe what this Esthetician did". I had a huge open rate! The story was about how many My Skin Buddys an Esthetician sold in just 2 weeks. I'm sure that everyone who opened the email thought it would be about how this Esty had messed up. In an email that I sent out to my Spa facial clients, the subject line read "We're really sad about this". 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 breaking away from one of my vendors. The one to my facial clients was about how sad we were that we hadn't seen them in quite some time. We offered a 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 your subject line: think gloom and doom. PS: Did the title of this article draw you into reading it? Yep, see what I mean? This is So Sad … Advertisement Shelley Hancock www.shelleyhancock.com (925) 392-8114 Skin Care Associated Professionals M E M B E R Listen to Shelley's Show & Tell Radio Show on voiceamerica.com