3 Ways to Use Email Marketing Beyond Your Newsletter

Let me tell you a story. Once upon a time, there was a business owner (okay, it was me) who had a list of people literally raising their hands to say, “Please, email me. I want what you’ve got.” And what did she do with this list?

Nothing. Not a thing.

It wasn’t because I didn’t care. It’s because I thought unless I had something major to say, like a product launch or a Black Friday sale, it wasn’t worth emailing. That mindset cost me connection, conversions, and honestly? A whole lot of confidence in my marketing.

Now, email is the foundation of my content strategy. I open my Notes App and practically coo at the thought of writing another one. After a few recent chats with salon owners, I realised too many people are still stuck in the “ways to use email marketing = newsletter or booking reminder” bubble.

Let’s pop it.

Here are 3 simple, strategic ways to use email that go beyond a monthly newsletter and make your database do the heavy lifting.

1. The Nurture Sequence (AKA The Client Crush-Builder)

Someone downloads your lead magnet or subscribes to your list. What do they get? Just a download link and an awkward silence? Nope. Not on my watch.

A nurture sequence is your chance to woo them — to introduce your brand, show your vibe, and warm them up to the idea of booking in. Think of it like dating… except instead of dinner and drinks, you’re offering glowing skin and hot towels.

Set up 4-5 short, snappy emails that:

• Say hi and set the tone

• Share your “why” and what makes your treatments magic

• Drop in some juicy testimonials or before-and-afters

• Educate them on something you know inside out

• Make a low-key offer (consult, welcome pack, intro promo, you pick)

It’s strategic without being salesy, easy to set up, and it keeps you top of mind when they’re ready to book.

2. Retail Reminders = Glowing Skin, More Ka-ching

ICYMI, when you buy a skincare product from retail giants like Mecca or Adore Beauty, you get an email 12 weeks (ish) later like, “Babe… time to top up?"

It’s smart, it works, and you can do the same.

Say a client grabs a cleanser from your retail shelf today. You know, based on your product knowledge (and a dash of intuition), that it’ll last about 12 weeks with proper use. So, at week 11, you send them a little email that says:

“Hey [Name], just popping into your inbox to ask—how’s that [Product Name] treating you? If it’s almost time to restock, you can grab your next bottle here [link].”

You’re being helpful, not pushy. It’s personal, timely, and shows you’re paying attention to their skin journey, not just what’s happening in the treatment room. That's service AND smart marketing.

3. Automated Emails That Don’t Sound Like a Robot Wrote Them

Automation doesn’t mean boring. In fact, the right automation setup makes you look like an organised AF big girl business owner while you’re in the bath listening to a spicy audiobook. Just me? Okay then....

Most booking software sends the world’s driest messages.... and can do better. Add some personality. Inject your voice. Say what you’d actually say to your client if you bumped into them at the café.

Think: “Happy birthday, legend! Your skin deserves a party. Book for your birthday month and get a bonus LED as our treat”, or “Hey, stranger. We’re not mad, just concerned… because your glow levels? Dangerously low.”

These little touches create connection, they build brand loyalty, and they remind your clients that you’re thinking about them.

So… what’s next?

If these ways to use email marketing all sound great, but you’re thinking “Rach, I’ve got zero time for this,” I’ve got options.

💌 Get in touch with me here and let’s work together to get these emails written (and working).

💻 Or check out Inbox Ignite — a plug-and-play library of 50+ salon emails ready to go. That’s $7k+ worth of emails for $149. I’m not saying girl math... but girl math.

Your email list is full of people who want what you’ve got. Don’t let them forget you exist.