Email is the most frequently used form of business communication. Does your email stand out from the crowd and leave a lasting impression? What can you do to make your email communications unique and representative of your spa brand?

Incorporate Your Spa’s "Brand Value" in Every Email

Identify and list the key values of your day spa. Your list should include ideals that will resonate with customers (reliability, responsiveness, efficacy, value). Before hitting the "send" button, check each outgoing email to make sure that your brand values are represented in each message.

Some concepts are best represented visually. "A picture is worth a thousand words"…but use them sparingly in email. Remember, images are not downloaded in most modern email clients (Outlook, Outlook Express, Windows Mail). Many people will never see your beautiful imagery. Be sure to include a link at the top so recipients can read your entire branded message online.

Position Your Brand

Each email is an opportunity to differentiate and position your brand with your customers and prospects.
Create an exciting, branded template. Incorporate a separate logo for use in the header. Use complimentary color schemes to set a mood and enhance your brand perception.

Establish yourself as an industry leader. Each email message should focus on the qualities that set your product or service offerings apart from the competition. When appropriate, used earned accolades in your email text (i.e. "best-spa," "most-progressive spa," "most luxurious spa," or "best-selling products").

Differentiate your day spa by using evidence of brand superiority. Use customer testimonials to support your claims.

Email Frequency

It gets harder and harder to make it past email filters. Even when you do, you’re only seconds away from the dreaded "delete" key, or worse, the "report spam" button. Here are some branding tips to grab the attention of email recipients.

Don’t delay – send out email messages immediately after your customer or prospect has taken the appropriate action on your site. Whether they have registered for your newsletter or purchased a product, customers expect to get a confirmation email from your spa – immediately. Make this message count by reiterating your brand promise.

Engage customers at scheduled intervals. Use quick-witted, compelling messages, and get to your point - QUICKLY!

Use images discreetly. Don’t overcrowd your email with graphics that may not be visible. If you’ve created a beautiful HTML newsletter, post it in its entirety on your web site and link to it.

Adopt a "Long-view Approach" to Building Your Brand

For some customers, your email may be the only form of communication they have with your company. Make sure that each message adheres to your fundamental values as outlined above.

It takes years to build a strong brand. There is no way to shortcut the process. Your email brand identity should never compromise your long term business goals or your core values. Make sure that you don’t make short-term promises that will damage your brand later on. Take a long term approach and build your brand one email message at a time.

Need help with an email branding campaign? Call Spa Marketing at 860-655-2283 to get started or email us at: .