Using Email Newsletters to Grow Your Massage Practice Part 3

bigstock-E-mail-Concept-43286056If you haven’t read them already, check out Part 1 where we discuss the relevance of email in a social media world and Part 2 where you’ll see how one therapist makes $28.60 from every subscriber on his list every year. Now, let’s move along in our exploration of how to use email to build your massage practice…

You must keep in contact with your clients!

People have other things on their minds besides you. Yes, I know it’s hard to believe, but it’s true.

If you don’t remind your clients of the benefits of massage and the unique advantages, solutions and results that you offer, they’ll forget. As a result, they won’t benefit from your work.

In other BodyworkBiz courses, I discuss a whole variety of strategies for keeping in touch with clients through good ol’ fashioned postal mail (a.k.a. snail mail). In particular, I’m a big fan of client education newsletters, like the BodyworkBiz First Hand News newsletters.

A client education newsletter will help you:

  • Educate your clients about the scope of your practice
  • Increase usage of massage by existing clients
  • Keep you at the top of your client’s mind
  • Improve client retention
  • Boost referrals from existing clients
  • Establish your expertise and reinforce your professionalism
  • Educate key referral sources such as chiropractors, doctors and physical therapists
  • Provide handouts with exercises, stretches and other great self-care advice
  • Promote your practice at seminars, workshops, shows and networking events

A great alternative to traditional newsletters is email newsletters! Also referred to as ezines.

Compared to printed client education newsletters, ezines cost almost nothing to produce and can be sent much more frequently. You’ll always stay at the top of your client’s mind and will be the first one they think of when it’s time for a massage.

In fact, you can get clients to book appointments on demand. Check out how you can get Instant Appointments.

Date, Don’t Marry…

The other thing an ezine will do for you is help turn website visitors into paying clients. You may be able to get thousands of visitors on your site each year, but most of those will never book an appointment immediately after visiting your site.

Why?

Because booking an appointment with you, taking time away from the things they love, going into your office and getting naked, and paying you lots of money is a big commitment.

They don’t even know you yet. You’re just just bits and bytes in a browser window.

Most visitors will have to get to know you before they make  a commitment.

How can they get to know you?

Through a newsletter.

It’s the online business equivalent to dating. And most clients will want to date a bit before they get serious and make a commitment to you.

Whereas few clients will book an appointment when visiting your site, a significant number – anywhere from 5% to 30% of your visitors will subscribe to your newsletter with the proper encouragement.

It’s a low risk action. They have nothing to lose. In fact, instead of having to give you money, they are getting something for free.

You’re getting them to identify themselves as people who are interested in what you’re offering. Now you have a chance to hang out with them on a regular basis, to tell them how they can benefit by seeing you, to explain the unique advantages and benefits of seeing you specifically and to answer their most frequently asked questions. With repeated contacts like this, they begin to feel more trusting and they begin to appreciate your expertise as a massage professional.

Keep dating like like this and before long they’ll be ready to move the relationship to the next level.

If you make a special offer, it provides added incentive for them to step away from their computer screen, walk over to the phone and call you now, before the offer expires. Your ezine becomes a conversion machine, converting casual surfers into regular clients.

By now, you should be excited – very excited – to get started in creating an ezine and getting subscribers. If not, then check your pulse. You may be dead.

So how do you do it? Over the remaining emails in this series I’ll give you practical tips for setting this all up, getting subscribers, writing content and maximizing your results. I’ll even introduce you to some great email services that you can use for free (like the one you are getting this BodyworkBiz email through). Keep you eye on your inbox for those emails.

And if you want to be absolutely sure you don’t miss these, then here’s some other ways you can get notifications for these “lessons”:

Like the BodyworkBiz Facebook Page: This is all official stuff with notifications of new blog posts and occasional updates.

Join the BodyworkBiz Facebook discussion group: After joining this Group, click the notifications button on the top right and choose “All Posts” so you get these notifications in your News Feed. This is a tightly moderated spam free group with a focus on growing your practice.

Follow me on Twitter: I Tweet lots of stuff that I don’t always share in other places, both personal and professional.

Be my Friend: If you want to connect more personally you can become my Friend on Facebook. I need to know you are a fellow massage colleague before I’ll accept the request though, so if it’s not obvious from your Profile, send me a message. And as an alternative you can follow me personally by clicking the “Follow” button on my personal Profile or by using the button here…

LinkedIn: I’ll post notifications of blog posts and BodyworkBiz newsletters on LinkedIn as well.

How To Grow Your Massage Practice with Email Part 2

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Last week in talking about the importance of email I said that you could make $28.60 per subscriber year after year! See the blog post here to review.

I was talking to a massage therapist who generous enough to share some information with me. We worked through the numbers together and that’s how much we calculated he made from each person on the email list – $28.60! At least, that’s the direct benefit. The actual value may be much higher. Let’s look at where those numbers comes from…

This therapist has a clinic with multiple therapists. Collecting emails is an important function of the clinic website. On the top of each page is a request for their email. There is a line that simply says, “For online discounts, join our mailing list.” Then there is a little box where people can place their email address.

There are now about 1500 people on the email list. Each week they get a coupon.

I signed up and the coupon that I got yesterday offered $10 off a massage of one hour or longer on certain days and times – these are the slow times in the clinic when therapists would otherwise be waiting around for clients.

Amazingly, 15 to 20 coupons are redeemed each week. Now if I’m conservative and assume that only 15 are redeemed and then do some calculations based on current fees, I estimate that the revenue from people that redeem coupons adds about $42,900 to yearly sales. Given that there are about 1500 subscribers to the list, that means $28.60 in sales per subscriber.

Yes, it’s true that the clinic loses $10 for each of these treatments, but they more than make up for that in pure volume. (Think McDonald’s “would you like fries with that” Value Meals: The package of items is cheaper than if they were sold individually, but the increased volume of sales for McDonald’s increases dramatically.)

But that’s not all…

That’s the direct benefit, but there’s more to the story…

This particular approach moves people from the busy times of the week to the slower times. This helps ensure that the sales aren’t lost simply because the favorite treatment times are all filled up and ensures a steady client flow throughout the entire day, including what are typically slow times.

These people may not have otherwise come in and they are likely to book additional appointments at full fee, buy gift certificates or refer people they know. All of this means more sales.

And the benefit doesn’t stop there. The email is a reminder to the other 1480 on the list who don’t use the coupon. Many of these people may come in at other times of the week as a result of the reminder, even if they never open the email. Simply looking at the subject header jogs their memory and reminds them that it’s time to come in. Seeing your name may even prompt them to refer others.

Are you starting to see the value?

What does this all mean for you?

Let’s translate these results to a more modest practice so that you can see the possible benefit for yourself. We’ll assume that you have a humble list of only 100 subscribers. At $28.60 per subscriber, that means an additional $2,860 in sales for you each year. You could probably take a nice little vacation with that money, couldn’t you?

However, the average full time massage therapist typically has about 200 to 300 active client files. Get those people on your email list and you could be looking at $5,000 to $7,500 in additional sales over the year.

“An average therapists working full time could expect to increase sales by over $5,000 per year by using email effectively.”

Let’s also look at this marketing tool from a Return On Investment (ROI) perspective for a small list of 100 subscribers. (If you’ve taken any BodyworkBiz course, you know by now that ROI is always the key criteria in determining any marketing we do. You are measuring your ROI for your various marketing efforts, aren’t you?)

At a maximum cost of $25 per month for an email service (and with a small list like this, it can really be done at no cost) you’re making $9.53 for every dollar you spend on email marketing. That’s a ROI of almost 1,000%. Try to get that kind of return on the stock market!

My message to you: Don’t underestimate the power of the humble little email.

I’ll be back next week to continue this series and to give you some specific how to’s and recommendations for creating an email list and getting subscribers. And I’ll point you to some great email services that are absolutely free! Stay tuned and keep your eye on your inbox for an email from “Eric Brown, BodyworkBiz”

And if you are not subscribed to the BodyworkBiz Marketing Tips Newsletter, make sure to sign up now at http://bodyworkbiz.com/newsletter.php