“Most people don't want your product, they want the transformation that your product will bring them.” - Érico Rocha

Beauty on Autopilot: Marketing Message Automation

Automated email and text message marketing is what allows you to stay in constant contact with your current and potential customers. It motivates them to return for your treatments and is vital to the profitability of your clinic or spa.

Just like in paid advertising, average ticket size and repeat purchases are critical to the profitability of your medical spa or aesthetic clinic.

The interesting thing is that a customer who spends more is a more loyal customer who returns for more treatments.

Marketing automation helps you present the right offers to current and potential customers at the ideal time.

Let's say a prospect who has already shared their contact information with you recently visited your blog and read an article about Botox. By doing so, this prospect has implicitly expressed an interest in that treatment.

With marketing automation, you have the ability to set up a sequence of emails and text messages (SMS or WhatsApp) to send more information about the treatment and take them to a landing page with an irresistible offer for the same.

You probably recognize this practice - businesses on the internet do it all the time, and there's a simple explanation for why they do it: it simply works!

Although you may hear that email marketing is dead and no one reads emails anymore, the reality is that interested prospects or loyal customers will open your emails as long as you give them something of value.

Email marketing is the most popular digital marketing tactic and has the lowest cost per referral of all.

And if someone is already your customer and has already bought Botox from you? You include her in a different sequence where you promote hyaluronic acid and invite her to a demonstration or share a video of the results she can get when combining the two treatments.

There are many types of email sequences or campaigns that you can set up to execute automatically, based on the behavior of your prospects or customers:

1. Newsletters: A quick way to keep your patients informed of practice or industry news.

2. Promotional campaigns: Used to let your customers know about your seasonal offers, new services, and products.

3. Invitations: Inform patients of special events.

4. Surveys: Short questionnaires to learn more about your patients' needs and desires and their satisfaction with your services.

5. Transactional: Sent after a purchase, such as instructions or care for a treatment, or to thank them for their visit.

Additionally, through this automated communication, you can create frequent customer programs, VIP events, referral programs, and rewards that are vital for the growth of your clinic or spa.

An article in Hubspot states that "frequent buyers are much more profitable...the top 10% of them spend 3 times more per order compared to the remaining 90%, and the top 1% spends 5 times more than the remaining 99%."

That is why it is crucial to have frequent communication with your prospects and customers to invite them to return to your clinic or spa constantly.

But you must be careful, if you contact them frequently with information that does not generate value, you will push them away, and if you do it too sporadically, they will forget about you.

You must maintain a balance, start with once a week, and monitor your open and conversion rates. The industry standard is 20% and 2% respectively.

Everything you can do with email automation, you can also do with messaging platforms. In our market, WhatsApp is particularly effective.

WhatsApp is like putting email on steroids. WhatsApp open rates are over 80%, so you could multiply your results by at least 4.

Like email, WhatsApp has its peculiarities, especially in the aesthetic industry where customers favor a personal touch, so you must be very careful when automating your conversations and make it clear when a chatbot is talking.

Our recommendation is to complement both automated messaging platforms. There are tasks for which email is more effective, such as newsletters, and others where WhatsApp shines like a star, such as appointment confirmation and follow-up.