Email marketing doesn’t have to be complicated. In fact, with just a handful of well-crafted email sequences, you can build trust, drive bookings, and stay top-of-mind with your ideal clients. In this post, we break down five must-have email sequences for estheticians—what they are, why they work, and tips to write them.
Plus, if you want to shortcut the process, we’ll show you a done-for-you option tailored to estheticians.
1. Welcome / Onboarding Sequence
What it is: 3–5 emails introduced to new subscribers
Purpose: Build rapport, set expectations, deliver your lead magnet, and guide them to book
Why it works: First impressions matter. A well-paced welcome series establishes your voice and primes them for later offers.
Sample flow:
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Email 1: “Welcome + here’s your free guide”
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Email 2: Your skincare philosophy + client story
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Email 3: Treatment spotlight + invitation to book
2. Nurture / Value Sequence
What it is: 4–7 educational emails over time
Purpose: Provide value (tips, FAQs, myths), build authority, and gradually introduce offers
Why it works: Builds trust so when you make an offer, your subscriber sees you as an expert rather than someone just selling
Tips: Pick 3–5 core content themes (e.g. “hydration tips,” “exfoliation myths,” “benefits of a peel”) and space them out.
3. Promotional / Offer Sequence
What it is: 3–7 emails around a treatment launch, seasonal package, or discount period
Purpose: Drive bookings or product sales in a short window
Why it works: When structured properly (with scarcity, social proof, urgency), it triggers action
Core elements:
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Launch announcement
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Benefit-focused reminders
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Last chance / scarcity push
4. Re-engagement / Win-Back Sequence
What it is: Emails sent to subscribers or clients who haven’t booked or engaged in a while
Purpose: Rekindle interest, remind them of you, and offer an incentive
Why it works: It’s generally cheaper to re-activate existing leads than acquire new ones
Tips: Offer a gentle “We miss you” message + a small bonus (e.g. 10% off facial).
5. Abandoned Cart / Booking Reminder Sequence
What it is: Triggered emails when someone starts booking or shopping but doesn’t complete
Purpose: Recover lost revenue
Why it works: Many clients abandon in the middle—this reminds them
Automation Tools: Your booking or eCommerce system should support abandoned cart reminders
How to Implement These Without Overwhelm
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Start with just the Welcome and Promotional sequences
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Use templates and swipe files to speed writing
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Upgrade to full 5 or 7 email flows as your business grows
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Use tracking & split-testing to refine subject lines, CTAs, timing
If you’d rather skip the setup burden, you can jump straight to a done-for-you email campaign for estheticians—pick from 3, 5, or 7 email sequences tailored to your skincare business, ready to go. Take a look here: Done-for-You Esthetician Email Campaigns – 3, 5 or 7 Emails
Don’t let your email list sit idle. Launching these sequences gives you an automated system that nurtures leads, boosts bookings, and sells your services while you focus on what you do best.
If you'd rather let someone else handle the writing, sequencing, automation, and optimization—explore a done-for-you esthetician email campaign designed for your skincare business:
➡️ Get started now