How to grow your massage email list

Uncategorized Aug 16, 2020

We allll know we're supposed to be doing this. So let's not bash on about that...the real thing that gets most of us stuck is HOW to actually grow that goddamn list!

So, in today's episode I break it down into super simple steps, giving massage-specific examples of how we can easily & consistently build our email lists.

And remember, this time next year you'll be glad you got started today!

Come join us over in the Massage Business Growth Strategies FB Group at:

Or Join the Waitlist for Clinic Business Growth here:




Podcast Transcript

Welcome to the massage therapist, business and marketing podcast. I'm your host Vicki Marsh. Then today's episode. We are going to be talking about how to grow your email list. Hi guys. Welcome back to the podcast. It's so funny, right? You can definitely tell you where you might not know this, but I can tell us, you can definitely tell what the weather is like when I'm recording these as to how cheerful or not I am.

So it's gorgeous, gorgeous, gorgeous weather here at the moment. I I'm the sort of person that kind of burns just at the sight of it being warm outside. So always feels like a double edged sword, but it's stunning. And of course it makes a difference to your mood. Um, I was actually chatting to the guys in clinic business growth earlier today about the emotions and managing your energy poached relaunch,

and, uh, the huge, huge importance that when you're on a roll in your business, that actually we can end up inadvertently spending loads of time working, uh, no, actually getting outside and I'm by far vulnerable to that. So it's recording the actual podcast is a way that I sneakily also can get myself out and about so anything where you can get more benefit for the same thing,

do it very efficient in your business. But today what we're talking about, how to grow your email list, this is really useful. Um, we've all experienced what lockdown can do and obviously how it can impact our business. And there's just very limited ability to work online or grow business online in those conditions without an email list. And then conversely, it's then given a lot of opportunity to think and reflect on our business and what we want to achieve.

And a lot of it comes back to two primary things, which is rebooking and retention. So retaining the clients that you've got in your business and increasing what we call their lifetime value. So how long they are with you and how much they spend. But of course then how do you actually get new clients in? And having an email list is hugely important for that.

We segment our list, which means split it. And, uh, if you, if you haven't done any email stuff before, I'm always going to recommend MailChimp, but I use Ontraport, which is a more advanced system. And he's definitely, if you're looking at memberships and payments online and various things, you know, it's what I would recommend. Um,

but in our one only MailChimp, you can tag people on your email list is, you know, uh, clients, I E my categorization of that is people who've actually had a physical appointment with us and then interest, which are people who are interested in our business. They've given us their email at some point, but they haven't come in for an appointment yet.

And of course, with reopening, it's been really easy to email that list, give them some sort of offer, reach out, see how they're doing and get them in rather than having to sort of go to Facebook ads or kind of find new people. We've already got the email, and we'll break this down into a number of kind of steps or stages,

and also try and drop in a little bit of coaching and mindset work around emails. Cause I think by now, most of us know that we probably should lovely word should have one, but we either don't, we don't add to it regularly, or we don't email it regularly for a whole variety of reasons. Um, but the primary answer to the question of how do I grow my email list,

particularly as a massage therapist is because we actually need to have an email list. Any my provider now let's just cover the fundamentals and email list in the way that I'm referring is not a list of email addresses of your clients. An email list is a list of email addresses of your clients that has been put into an email marketing system, meaning you are complying with the anti-spam regulation and that you can easily message one or a hundred people,

the same message for just typing in one email. So, so that, that's the key thing. So you may well have the email addresses of your clients and all you may well, but then groups or blind copy them, BCC them energy mail, but that's not what I'm talking about here. So stage one is you must have an email provider and going back to what I spoke about a second ago,

this is where MailChimp is very useful because MailChimp is user-friendly, they've got great tech support, but also it's free on the lower plans. And I know that for a lot of artists, particularly where we're just getting started or we haven't got our business running efficiently, the cost is, is a factor. Um, so MailChimp is one. Once you get past the capabilities for those that are interested of MailChimp,

or you're wanting to do some slightly more complex stuff, that's when you're normally looking at a system which is called a CRM, meaning a customer relationship management system, it just means you can hold more data and information on a client. And also you can do more complicated like email automations and things like that. So there's a, there's a variety of those.

Um, I'd say I use Ontraport. If you want to try all that, then, um, go up to the website and look at, I think it's under recommended resources, but there'll be a referral link there so that you can get extras. And then it also helps support the podcast. Um, so you need to have that map that's that is a fundamental and it,

and it doesn't mean don't listen to the rest of the episode if you don't, but that means, listen, learn, get excited about the benefits, but you must go and create that account. Okay. So stage two is once you've got that email provider, you need to put your client's email addresses in now there's whenever I speak with a therapist. Yes.

And we talk about this situation, the first and major objection that comes up is, but am I allowed to do that because of GDS PR and GDPR is the data protection sort of law or legislation that was bought in may last year, possibly even yet. I'm so sorry. I'm very lost. Things have gotten into a blur, um, to help protect people's data.

Right now. I am not a GDPR expert. We do have podcast episode on it. If you just type in GDPR, when you were over at massage therapist, business,, you'll be able to find that episode because as I said, I wanted to get information on it ASAP. Cause I was like, there seems a lot and very confusing,

uh, the information that was given at the time and that I haven't been given any to the contrary, is it? Yes for customers of your business. So people who've paid you money. If you're a business you're allowed to do two things, you have to give them transactional emails, which is your booking confirmations, your seats, a booking cancellation notices,

whatever you're allowed to do that, but you are also allowed to send them a newsletter. And very specifically that isn't a particular type of thing that you are allowed to send them information about your business and your services. Okay. Now what is different? Is that right in the UK, there is, uh, the day it's a protection act, which also runs alongside GDPR,

which has something called legitimate interest. So if somebody has given you their email and this is personal, by the way, you can, what we call scrapes or take people's email addresses this off of the internet. If they already business that is completely fine to do. And you will know this because you have people email you or your business address, that's fine.

And it loses annoying it's business to business. So that's fine. Personal email addresses. You can't go through Facebook or flogs or whatever, and take the personal ones. But if someone has given you the email address to enter a competition, for example, in the UK and where they can win a massage in the UK, we have what we call legitimate interest,

which means if they were interested in winning massage, you are also able to email them about other services, including massage, that they may be interested in. Key thing is they need to be able to unsubscribe and that's go back to why you need the email provider, because then they can unsubscribe. And then you are there for keeping within the guidelines if you're not based in the UK,

the GDPR. So if we're dealing with anyone from the EU, then you just have to know what they're signing up for. So that's where you were having little checkboxes to say, yes, I'm interested in hearing about your clinic. So the way I normally phrase this to people is, uh, thanks. And we, and then at the end of sort of the consult form,

or then say, and are you interested in getting any emails about the clinics? So things like pricing change of hours, if the clinic explode, you know, something like that and without fail, they'll say yes, and then I'll then say to them. And then occasionally we sent out emails to do with offers. We have a big Christmas space offer and things like that.

Are you interested in hearing about that too? And that typically is a yes as well. This may be 5% the say no to that. So, so building, adding in your current client email addresses this stage one or phase two, after having the money, um, to building your email list, stage three is obviously in every single initial appointment, making sure that we get that consent to add them.

And that would be the way that I would recommend to do it, make it lighthearted and give them an easy end first, which is, do you want to know if we change your houses, prices, if a therapist comes in and we have new services, most people are going to say yes to that. That that makes sense. I want to know if there's a price change.

Like that seems reasonable. And then off the back of that then saying, and then occasionally we send information about offers. And if you do actually have a regular offer cycle or something, you do like Valentine's day Christmas, whatever. Then using that as an example. Cause then they can go, Oh, right. Okay. Yes. I see why I might want that.

Ah, yes, I see. Because then I'll be able to buy my other half. My mum, my friend, a massage Valentine's day is a gift. I see give them that example. So that in itself helps build them. Okay. So this is gathering the email addresses of people or customers or patrons of the business already. Right? So what are other ways that you can build and grow your email list?

Again? You can do in-person type things. So we'll turn up at a local fair or an event or running thing, do our massages. And then we'll then say on the consent form, add your email address. If you want to want us to send you details of, and then I'll normally put the event in and that in that offer. So again,

uh, Oh, I don't know, like the Linda marathon, not that we go do that, but you know, Oland, do you want to hear about our live in marathon offer? Perfect. Cause then that way, then they're giving the email address that is then fine and a way to do it with that. But the big one that we all want to know really how I'm going to build my email list from people that I haven't met in person Vicki,

how can I be on my email list? It also in a way that feels good. I'm going to build an email list in a way that means that my counters are going to get shut down because I'm spamming people good with questions. Well, the standard model for getting anyone's email address is an exchange. You give them something, they give you their email address.

So let's just think about that. Again, it's an exchange. You give someone a massage, they give you money. So therefore it needs to be lower value, but of interested in that they put going, well, maybe not prepared to give you my money yet. I am prepared to give you my email address just to give them something right now this again,

to reassure those of you that are ongoing, it feels like spammy, pushy, salesy. You're not giving them something in return. This isn't you sneaking round in the middle of the night, stealing email addresses. This is you saying, here's this thing. I'll give it to you in exchange for your email address, which by the way, because you've got an email system,

they can unsubscribe as soon as they get it, there's no pressure for them. Right? So that that's all good. So what do we give them in return for an email address now, the real traditional model in online marketing. So businesses that don't have a store or a shop or anything like us is to do it called a lead magnet, meaning it attracts it's a magnet for leads.

It gets people giving their email address for stuff. And typically speaking, this is some sort of like ebook, some blueprint. So we have them at the business school. It's like the 75 proven ways to get more massage clients, the five mistakes by Facebook ad mistakes that all therapists make, um, the, everything you need to know about Groupon guide.

Yeah. So the typically guides eBooks like value based sort of things that you can do. Now, if you are a very specialist Practitioner. So if you do just postnatal, if you, You are only in elite sport, dealing with baseball players, If you are a back pain and headache specialist, right? If you do that, this is a lot easier to come up with it because your client base is very niche.

So coming up with, and the easiest thing to do here Is to, Okay, what's the most common complaint that people come for and give them five tips to help with X. Do you want all five ways to Improve your throwing arm for baseball? Mmm. Are five stretches to help with lower back pain immediately. And again, some of you know,

this is where it can get what we call it a bit, click baity a bit like Lisa, the reason is it works and you aren't giving people tips that will help them. And for someone who's motivated, they'll do them and feel better. And then again, they don't have to come in, but you're giving them that knowledge, that benefit that In exchange for email address,

right? So we are doing it Value exchange, email, address the value. Now if you're a bit broader. So we like our practice Difficult to come up with just a one that sits on the website because we do deal with a few different people. You know, back pain would be a good generic one for us and it's worth sort of a shot,

but this is where about cer could be useful voucher for 50% off blah, a voucher for a free health screen. So we do this more specifically with what we call<inaudible>. Yeah. Like checkups We'll offer a free, so we're literally doing this again at the moment, a free running mot meaning come in and we'll do a free mobility and strength check of your running specific body parts.

Obviously, typically it's a level lower body, right? Um, we've got a back health check free one, so where people can come in for that and they give you an email address, but we do it as in like, give us your email address and come in for the appointment. But again, you can scale it down as in like the five tests we're using clinic to check for sciatica or something.

Right. But when you're more generic, I do think it is harder to come down this and we had somebody else can clinic business growth. So like, Oh, what do you guys use for your lead magnets? I'd love to see some ideas. And the best examples you're going to get a generic fraud are 50% off your first massage and a 10% off of an hour free add on,

you know, if you do any like spa or anything like that, or if you use cold gel or anything like that, or, you know, uh, tape or needling, you know, again, you could, they can have a free add on, you know, that works very well to, with stuff. But the principle is, is you're finding something,

ideally that's not really gonna change too much of what you have to really want it to be like a well called an info product. So a ebook, a little recorded video of you showing the stretchers, uh, um, like a quiz that they can do. There's a lot of free quiz things that you can make online when something like that, or you want something where it's easy to add on and they get physically in your business.

Um, particularly if you're trying to build your business and your time rich, meaning that you've got the opportunity for clients, but you don't necessarily have the budget to throw out on a Facebook ad for just email addresses. You want actual booking. So sorry, it's very hot. I just got home, had a drink. Um, so you need to create an email list.

You need to add your current email. clients' email addresses to it. You to create a system where you're doing it at the end of the consult forms or linking your online booking system. So it automatically puts in, again, MailChimp will work for most Ontraport will work through Zapier for others. And then, and then you want to think about people who come to your website,

but then aren't booking at that point. What are they interested in now for a more advanced strategy? So this is what I'm doing at the moment is I'm looking at what pages people are going to, or what book blog posts and creating a unique lead magnet for that. So we've got some standard pages on our site, which is like massage for sciatica massage for shoulder pain,

massage for knee pain. So it makes sense on that page for knee pain to have, you know, five self-help tips for managing knee pain. It doesn't make sense on that page for someone's have the option for, well, I'm looking for massage for knee pain. So it's pretty obvious what they've typed into Google there, but then we give them the chance there's a pop up and it says,

Oh, okay, download our free back health check. So it's, it's not really an alignment with stuff. Okay. So for if you've got a relatively simple site at the moment, which is what we call a shopfront site. So if it's, we got a few pages that you're pricing your services and FAQ and about you, you want to come up with a more generic things.

So either money off a first appointment, a free add on, um, an ebook, a quiz, something like that, which is generic. We staff, if you've got a bigger website or you've got multiple practitioners, then create some standalone pages like massage for like my social back pain massage for knee pain, my sort of shoulder pain. And then just take,

this is again, this is all I do. People ask me like, how do you create so much content with stuff? It's not a secret. It feels like it though. And writes your five stretches for back pain. Okay. In and puts it in Canva. It's free. You can create one, this, those are templates in there, right?

That's your PDF, brilliant dump. Then, then copy that PDF change five stretches for back pain to five strategies for knee pain and then one, two, three, four, five, and put them in through that. Then that is a download that they can then get. They give you the email address going from the knee pain one. Now there's a technical question here.

How do I actually get them to download it? And that is a good question. Again, this is where using, um, MailChimp or Ontraport or those lead pages as well. I'm using any services, helpful MailChimp. Thankfully recently they've had it for a while now, have sign up forms and sign up pages. So all you would do is in MailChimp,

create a form, which says, when someone fills this form out, can you please do two things? One, add them to my email list with a tag saying they are interested in knee pain, or they are interested in back pain. And at the same time, can you automatically send them this email, which is an email? And it will.

I mean, literally it's drag and drop. It's very simple. And one of the things will be to put in a button and the button will then say, do you want to take them to a URL? So to a webpage, or do you want them to download a file? And you just put your file five stretches for back pain, five stretches me paint there.

And that's how that works is that you would set that up or your voucher code. You would send them the email with the voucher code, and then you would change the button to say, go to URL, take them to your booking system. And then the person can enter the code into the booking system for a free check for a 60 minute appointment for the price of 30,

whatever it might be. Right. She would just see it as a form on the bottom of the page. Or you can create in MailChimp, a standalone page called alumni page. Again, they click a nice button on that obstacle. We'll have a page, a prices, page, whatever, whatever you want it. And then it goes to a MailChimp page,

a standalone one, which is clearly a sign in page rather than an information blog, post type thing. If it looks too messy, if you want a popup. So, you know, when you've been often, these will be set to a few things either when you've scrolled halfway down the page, it will automatically pop up. Um, when you've been on the page for a certain time,

say like 10 seconds or so, we can probably assume that you're interested in the information or when you're about to access it. So on a desktop, like a laptop, as you go to click exit, it will track that the cursor goes out and then it'll pop up. And if you want those, which then will increase the signup rate, then again,

you'll need something like Ontraport or lead pages. And again, you create Ima it gives you a piece of code and you would put that on your website and then it will work. Right? So that's the actual how to, um, I had one of the thing. Oh yes. And then the other tip is that then with that, once you've created any method,

okay, whatever method you want to use, either that the there's literally a form from MailChimp, you know, or you use a standalone page or a pop up form, whatever it is you're going to choose to do, you need to put it on every single page of your website, every single page. You should also have your book now button on every single page of your website.

And you should have your book now and, or I've got another robot who was going Yeah, Quick shot Vicky for the robot gets in here. Um, you should also have the book now in multiple places, you can just have it as text book now, multiple places. But if you're creating a specific lead magnet, so like a download or whatever for a particular page.

So in our case, I'm doing the more advanced one of having a knee pain, one for knee pain and back pain for back pain. Again, puts it multiple times on The page. Somebody may not want to read all your content and go down to the bottom. They may all just be like, yeah, cool. These guys know what they're talking about.

Give me the stuff that's going to help. Brilliant. And then again, you want to then be encouraging. And if anyone downloads anything from you and gives you an email address, you not only want to give them that thing, the voucher code, the quiz, the lead magnet, ebook, whatever it is you want to give them that you also want to send at least another five followup emails with sort of two days or so in between with other bits of information,

lead them back to a page on your website. But I don't have any interesting articles. Wiki doesn't matter, send them to your FAQ page, you know? Oh, it was great hearing from you the other day. Thanks for downloading our voucher for 50% off. Here's some of the common questions our clients have before they come in for an appointment. Check me if a key page,

if you have any other questions, just hit reply to this email, or you can just book yourself in straight for an appointment online here that would be email number two, wait two more days. And then you would then go like, okay. Uh, something like, Mmm, massage versus cupping what's best, or, you know, whatever service type,

what, what is a sports massage anywhere or, um, duh like, uh, how to get the most out of your next massage, like wherever it can be. And then again, you are a few lines, three little tips, and then here's a link to our services page. So you don't actually have to have like a whole blog post worth of stuff,

but it held blogs worth of stuff. You can just take them to those pages with things, but, but, but this is a podcast from how to grow your email list, but it would be irrelevant to grow your email list. If you're not doing some form of what we call nurture on lodging, right. And I'm following up with this value.

So from when they first sign up, you want to send them a few emails and then of course you want to then moving forwards, you know, and we'll talk about this on later episodes, you want to have a system where you can send them like a month. The sort of just some information, again, six, eight months might be completely irrelevant to them,

but on month nine, they're like, Oh my God, this is exactly what's happening to me right now. And I'll book, but this is why you're building an email list. It's it's, it's not around like, Oh, it's gonna make me loads of money. It's around being able to create relationships with people who are interested in your services and you can do it for free or low cost effectively the cost of the,

the email system. Right. It's so that you've got that. And if you ever need to, you can communicate literally like clicking my fingers, like in the click of a fingers, you can communicate with them. If your clinic explodes, you know, heaven forbid we serve, or if your price is change, or if, um, someone goes in,

one of the therapist goes into early labor, like I did it. And then, then you're like, yeah, look cool. Gotta let everybody know. This is what's going on or lockdown, you know, you can communicate with everybody. So that's why, which then leads back to giving you a higher motivation for actually building it. So, like I said,

at the beginning of the episode, if you haven't got an email provider or anything set up, like please, um, set, set up MailChimp, or if you are a bigger practice and you haven't really got it sorted, or MailChimp's getting frustrated, then head over to the massage therapist, business school, um, make sure we put the WW in front and then go to the recommended resources and then you can then get a trial of Ontraport and give it a go and see what,

see how you can use that for automations and various sort of stuff, because it said, well, you can just slowly build your email. Yeah. The list is unbelievably valuable for meaning that you can look after the clients you've got and communicate with them. Clearly you can give people the choice then to unsubscribe if they didn't want it. And then you can give the choice for people to buy or invite them into clinic for sessions as,

and when you want to we stuff. So we'll talk a bit more over the coming weeks about ways of marketing your business, doing the email marketing, how to like follow up from like freebies and stuff like that. So that we can really get this retention sorted, particularly posts locked down. I think that a lot of us have got this opportunity to do things differently in our business.

So being able to find things that work that are quick, that are effective, that fits with your like ethos of how you work. I think this is, this is important to talk about. So we'll be focusing on this over the next sort of couple of weeks. Um, and you know, do get in touch either through the Facebook massage business growth strategies group with some of your wins and successes,

because this will make a difference. You will be getting more clients in and you'll be able to reactivate older clients who haven't been in for awhile. And your income will go up as a result of putting an email marketing. So if all, you can then message the Facebook page, which is the massage therapist, business and marketing podcast and stuff. Um,

but of course, when you get over into the group, then you know, we can help you out with any questions or tech issues or anything that you have that as well. So as always guys, it's keep taking over the world one appointment at a time and remember you are more than just your hands. Okay. Much love, speak to you next week.

Take care. Bye bye.


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