Email marketing is one of the highest-ROI tools estheticians can use — yet most spa professionals aren’t using it consistently. The good news? You don’t need to write hundreds of emails to see results. You only need five strategic email sequences that work behind the scenes to increase bookings, retention, retail sales, and client loyalty.
In this guide, you’ll learn the exact email sequences every esthetician should be using — plus why each one works, what to say, and how to get started even if you’re not a confident writer.
Free Resource: Get the plug-and-play templates mentioned in this article inside The Ultimate Esthetician Email Starter Kit.
Why Email Marketing Works So Well for Estheticians
Most estheticians know they should be using email marketing, but it’s usually the first thing to get pushed aside when the schedule fills up. Here’s why email is worth prioritizing:
- Your clients want guidance from a trusted professional (that’s you).
- Email builds trust at scale — without you having to show up live every day.
- You stay top-of-mind between appointments so clients don’t forget to rebook.
- Email automation saves time by delivering the right message at the right moment.
- Email converts 4–6× better than social media for bookings and retail sales.
Email lets you guide clients through their skincare journey, even when you’re not in the treatment room. When you build a few simple email sequences, your business continues working in the background — nurturing, educating, and inviting clients to book.
The 5 Essential Email Sequences for Estheticians
There are endless types of emails you could send, but these five sequences give you the strongest foundation:
- Client Welcome Email Sequence
- Rebooking Email Sequence
- Client Reactivation Sequence
- Retail Product Recommendation Sequence
- Post-Treatment Follow-Up Sequence
Once these are in place, you can layer on seasonal promos and special campaigns, but you don’t have to wait until everything is “perfect” to start. Even a simple version of each sequence can make a noticeable difference in bookings and revenue.
1. The Client Welcome Email Sequence
Purpose: Introduce new subscribers and first-time clients to your brand, build trust quickly, and guide them toward booking their first (or next) service.
Why it works: New subscribers are the warmest audience you’ll ever have. They’ve just raised their hand to say, “I’m interested.” A welcome sequence helps them understand who you are, what you specialize in, and how you can help them reach their skin goals.
What to include in your welcome sequence
- Email 1: Warm welcome, your story, and what they can expect from your emails.
- Email 2: Your skincare philosophy + who you help (e.g., acne, aging, sensitive skin).
- Email 3: Highlight your most popular service or facial series and why clients love it.
- Email 4: First-time offer, low-pressure invitation to book, or invite to reply with questions.
Make sure to give new subscribers a clear path: what service should they start with, what results are possible, and how soon they should come in.
Deep dive: Read the guide Why Every Esthetician Needs a Powerful Email Marketing Strategy (Even If You Hate Tech)
Want this written for you? Skip the blank screen and use Done-For-You Esthetician Email Campaigns to get a custom welcome sequence written specifically for your business.
2. The Rebooking Email Sequence
Purpose: Encourage existing clients to rebook on the ideal schedule for their skin and your treatment plan.
Why it works: Many clients assume they’ll “remember to book later” — then time passes and they fall off your schedule. A rebooking sequence reminds them when to come back and why consistency matters for results.
What to include in your rebooking sequence
- Email 1 (Reminder): “It’s time to schedule your next visit” based on their last appointment date.
- Email 2 (Education): Explain why a series or regular visits are important for their goals.
- Email 3 (Final Nudge): A soft, friendly nudge with a clear “Book Now” CTA.
You can automate these based on the date of their last appointment, so you’re always prompting clients at the right time — without manually checking your books.
Template support: Dermaplaning Email Funnel: 5 Ready-to-Send Templates That Drive Bookings
3. The Client Reactivation Sequence
Purpose: Win back clients who haven’t booked in a while and re-open the relationship.
Why it works: Many clients drift away because they’re busy, not because they were unhappy. A thoughtful reactivation email lets them know they’re missed, highlights what’s new, and gives them a simple way to return.
What to include in your reactivation sequence
- Email 1: “We miss you” message, light and friendly in tone.
- Email 2: Share what’s changed — new treatments, products, or results you’re seeing.
- Email 3: Optional incentive, VIP offer, or value-based invitation to reconnect.
You can trigger this sequence after a client hasn’t visited in a certain number of weeks or months (for example, 12+ weeks since their last facial).
Go deeper: Marketing your Dermaplaning Services: 20 Strategies to Attract and Retain Clients
4. The Retail Product Recommendation Sequence
Purpose: Educate clients about homecare, recommend the right products, and increase your retail revenue.
Why it works: Your clients trust your expertise and would rather buy the right products from you than guess at a random store. Email gives you space to explain why certain products matter and how they fit into a routine.
What to include in your product recommendation sequence
- Email 1: The most important “non-negotiable” product for their skin goals (e.g., SPF, cleanser).
- Email 2: How to build a simple morning and evening routine.
- Email 3: Spotlight a specific product or kit and how to use it.
- Email 4: Invite them to reply with questions or book a product consult.
This doesn’t have to be salesy. Think “education first, shopping second.” When you share honest recommendations and tie them to results, sales feel natural.
Need sales tips? Dermaplaning Sales Secrets Revealed – Part 2: Building Trust; Long-Term Client Loyalty
5. The Post-Treatment Follow-Up Sequence
Purpose: Share aftercare, reduce post-treatment questions, and gently guide clients toward their next step.
Why it works: When clients feel supported after they leave your treatment room, they trust you more, follow your advice better, and are more likely to return.
What to include in your follow-up sequence
- Email 1 (Within 24 hours): Aftercare instructions in clear, simple steps.
- Email 2 (2–3 days later): What to expect during the healing or “glow” phase.
- Email 3 (1–2 weeks later): Invite them to prebook the next appointment or start a series.
Follow-up emails are especially powerful for treatments like dermaplaning, peels, microneedling, and other advanced services where aftercare is critical.
More Resources: Skincare Treatment Feedback Request Email Template — Professional & Done-For-You
Bonus: Promotional & Seasonal Email Sequences
Once your core five sequences are running, you can add promotional and seasonal campaigns to support revenue bursts throughout the year:
- New treatment launches
- Retail promotions and product bundles
- Mother’s Day, Valentine’s Day, Black Friday, holiday events
- Seasonal skin prep (summer sun, winter dryness, back-to-school stress, etc.)
These campaigns work best when they’re layered on top of your existing automations — not used instead of them.
Strategy ideas: The Power of Content Marketing in your Beauty Business
Need Templates for All 5 Email Sequences?
You don’t have to write any of this from scratch. If you want plug-and-play scripts that you can copy, paste, tweak, and send, start here:
The Ultimate Esthetician Email Starter Kit gives you ready-to-use esthetician email templates designed to boost bookings, rebookings, and retail sales — even if you’re not a “writer.”
- Client welcome sequence
- Rebooking and follow-up emails
- Reactivate past clients
- Introduce retail products with confidence
It’s the fastest way to start using email marketing without spending hours staring at a blank screen.
Want These Email Campaigns Done For You?
If you’re busy in the treatment room and want someone else to handle the words, I also offer fully customized email campaigns for estheticians.
With Done-For-You Esthetician Email Campaigns (3, 5, or 7 Emails), you’ll get:
- Emails written specifically for your brand, clients, and services
- High-converting subject lines and calls-to-action
- Sequences built around your goals: bookings, rebooking, retail, or launches
- Copy you can plug straight into your email platform
This is perfect if you want professional-level email marketing without having to write it all yourself.