Start with a genuine, consenting list
Only email people who've genuinely opted in — clients who booked with you, signed up at checkout, or subscribed through your website. See our Marketing Consent Basics guide before sending any bulk email campaign.
What to actually send
- Appointment-related — confirmations, reminders (often automated through your booking software).
- Relationship-building — a welcome message for new clients, occasional genuinely useful tips.
- Promotional — seasonal offers, new services, referral or loyalty program reminders.
Keep a healthy ratio of genuinely useful or relationship-building emails to purely promotional ones — a list that only ever receives sales pitches tends to disengage or unsubscribe faster than one that gets occasional real value.
Consistency over frequency
A predictable, modest sending rhythm (monthly, for example) that clients come to expect outperforms sporadic bursts of high-frequency emails followed by long silence.
Segment where it's easy to do
Even basic segmentation (new clients vs. long-time regulars, or by service type) lets you send more relevant content than a single blast to your entire list — see our Customer Segmentation Guide.
Respect unsubscribe requests immediately and completely. Continuing to email someone who's opted out isn't just poor practice — it can violate email marketing regulations.
Frequently asked questions
What email platform should I use? See our software directory for email marketing options — most modern platforms include list management, templates, and basic automation.
How often should I email my list? There's no universal answer — start with a modest, sustainable rhythm (monthly) and adjust based on engagement (open rates, unsubscribe rates) over time.