Spa Marketing Resources: Email Marketing

Types of Email

Email marketing has evolved to Relationship Marketing

Permission marketing turns prospects into friends, and friends into customers. It’s built on getting to know recipients, establishing trust & credibility, sending relevant messages, fulfilling their wants and needs.

Let’s look at the various types of email marketing messages that you can send to your clients. Each has its own merits but and can be used effectively in your campaigns.

Purely promotional – a straight approach to sales; often called "interruption marketing".
This usually entails a short email about a great product or service, and usually has a special offer included.

• Coupons, discounts, special offers
• Easiest to create
• Beware - this type of email marketing has the lowest response

If you must send this type of email, make sure that it’s a targeted offer that the recipient will want to receive.  Before sending, ask yourself this question, “Would I want to receive this email?”

Informative and promotional - provides useful, timely and interesting information to subscribers. The information and tips is associated with the products and services they provide. 

• Builds loyalty, trust, credibility
• Involves developing content
• Harder to create
• High open rates; high click-thrus
• Earns you the reputation of "trusted vendor"

This type of email is extremely useful for building strong customer relations. The content developed for the email can be posted to your website and help draw traffic to your site.

Entertaining and promotional – Emails tell a story (e.g. Lands End). They are human interest stories and very entertaining. Ads are placed at the end. 

• Well-written, engaging and worth reading
• Involves developing content
• Harder to create
• High open rates; high click-thrus

This type of email may dramaticallly improve subscriber rate and open rates. The key to making this work is to speak in a voice that is "true" to your company and your brand. Whether entertaining or informational, your email voice must be genuine and connect with your reader.

Try all of the above emails marketing strategies and see what happens to your marketing response rates. Be sure to mix things up as your readers make get bored with a single format. Remember to test, test, and…don’t forget to test!

Need help with your email campaigns? Call 860-655-2283 or email us at:

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