From Snail Mail to Email: How One Spa Made the Switch to Digital and Saw Great Results

 From Snail Mail to Email: How One Spa Made the Switch to Digital and Saw Great Results
Allegria Spa is a business that knows how important adding a personal touch can be.
Located in Beaver Creek, Colorado, this luxury day spa offers a wide range of spa, salon, and fitness services to help guests relax, rejuvenate, and live a healthier life.
Delivering unique customer experiences has lead Allegria Spa to be recognized by national publications like Forbes, CNN Travel, and Travel & Leisure.

Last year, the spa began looking for ways to bring the same personal touch to their marketing efforts.

After relying on print mailings for a lot of their marketing communications over the years, the spa decided to bring more of their marketing online.
“We had been using print mailings for a while, and there was just so much we wanted to do that we couldn’t,” explains Christine Copertino, spa director for Allegria Spa. “We decided to make a change, and really focus on doing a lot more with our email marketing.”

With email marketing, Christine found the tools she needed to create a more personal experience for all of the people she was trying to reach.

“There’s a lot of seasonality to our business, so we’re talking to members who live locally and people who may have visited us during the ski season but don’t live nearby,” Christine explains. “We also have people on our list who have signed up for different services or may be interested in specific promotions.”
Using Constant Contact, Christine is able to use the information she has about her customers to organize contacts into different email lists. This allows her to create targeted messages and reach the right people at the right time.
“It has definitely been the easiest way to reach people,” Christine says. “If we have a slower day and know that we want to reach local people, we can create a quick email and will get at least a few calls right away. The response is immediate.”

Christine began looking for new opportunities for contacts to join the Allegria Spa email list.

“We’re always giving people the option to join our email list when they come into the spa, but we just recently added the option for people to sign up when they visit our website,” Christine explains. “The response has been great. We’re seeing a ton of people signing up, and we know that these are really engaged people who will be excited to receive our emails.”
Since adding a sign-up form to their website, Allegria Spa has added more than 1,500 contacts to their email list.

As the Allegria email audience grows, Christine has looked to do more with her marketing.

“We now have a way to reach people when we need to, without having to worry about all of paper and all of the headaches that can go along with doing print mailings,” Christine explains. “Constant Contact has been really easy to learn and we’re continuing to look for new ways to improve our results.”

Christine has a few actionable tips for other spas getting started with email marketing.

Here are a few tips she suggests keeping in mind:

1. Schedule ahead of time

Marketing is just one of the many responsibilities Christine has to take care of as spa director for Allegria. That’s why it’s so important to have the right tools to fit email marketing into her busy schedule.
“Being able to schedule our emails in advance has definitely been an advantage” Christine explains. “You can schedule the emails when you have the time do it, and know that they’ll go out at the right time.”

2. Use consistent branding

Being able to create professional-looking emails that match your brand is one of the biggest benefits of using an email marketing service like Constant Contact.
“Branding is something we continue to work on, but make sure you’re sticking to your brand and what you represent,” Christine explains. “There are simple tweaks you can do to make your emails look more professional.”
For Christine, this means adding the Allegria Spa logo to each email they send out, and using colors that match the spa’s brand.

3. Keep things organized

As the spa expands its email marketing to reach new audiences, Christine has looked for new ways to keep their growing list of contacts organized.
“It’s important to keep your clientele organized,” Christine explains. “This can be difficult when you’re relying on print, but with email marketing it’s really easy to organize your contacts into different lists.”
Collecting the right information has been important for keeping the spa’s contacts organized. From location to interests, purchase behavior, and other demographic details — Allegria Spa is able to import the information they need into Constant Contact to better target their marketing messages.

4. Track your results

By focusing on a personalized experience for the different audiences on their email list, Allegria Spa has successfully created emails their customers look forward to receiving.
“Our goal is to inform, but not overwhelm,” Christine explains. “We always make sure to track our results to see how many people are opening our emails, and which emails are performing the best.”
Paying attention to their audience has paid off — Allegria Spa routinely sees open rates between 35 – 45 percent, almost double the industry average for salons and spas!

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