Your complete beginner-to-advanced guide to building a profitable, consistent beauty business using email.
Introduction
If there’s one marketing tool that has consistently helped me (and so many estheticians I’ve mentored) increase bookings, boost retail sales, and build stronger client relationships—it’s email marketing.
Email is the one platform we fully own. No algorithms. No shadow bans. No disappearing posts. Just direct communication with clients who trust you with their skin.
Yet most estheticians either don’t use email at all, or they send something sporadically when business slows down. I completely understand—it’s hard to sit down and write emails when you’re juggling clients, laundry, treatment room resets, retail ordering, staff management, and continuing education.
That’s exactly why I created tools like The Ultimate Esthetician Email Starter Kit and the Done-for-You Esthetician Email Campaigns (3, 5, or 7 Emails) — so estheticians can plug into ready-made systems without the overwhelm.
Here’s what you’ll learn in this master guide:
- What email marketing really looks like for estheticians and spa owners
- How to set up your email marketing system the right way
- What to send in your esthetician newsletters
- The email sequences every esthetician should be using
- How to automate booking, aftercare, and reactivation
- How to write emails clients actually open and act on
Start here:
- 🎁 Free Lead Magnet: The Ultimate Esthetician Email Starter Kit
- ✉️ Done-for-You Campaigns: Done-for-You Esthetician Email Campaigns (3, 5, or 7 Emails)
What Is Email Marketing for Estheticians?
Email marketing is intentional, structured communication with your clients—sent directly to their inbox. As estheticians, we aren’t just sending promotions. We’re educating, supporting, and guiding clients along their skincare journey.
Think of email as an extension of your treatment room:
- Before a treatment: pre-care instructions, contraindication reminders, expectations
- Right after a treatment: detailed aftercare for dermaplaning, peels, microneedling, waxing, etc.
- Between visits: skin education, seasonal tips, series check-ins, product guidance
- Long-term: rebooking nudges, VIP offers, membership updates, client reactivation
When your communication is structured and consistent, clients feel more supported, more informed, and more confident booking with you. Email marketing for estheticians isn’t just about “selling”—it’s about providing a higher standard of care.
Related reading: 5 Email Sequences Every Esthetician Should Send (And Why They Work)
Why Every Esthetician Needs Email Marketing
I always tell estheticians: Instagram builds awareness. Email builds revenue. Both matter—but only one gives you full control.
1. Email Has the Highest ROI in Beauty Marketing
Industry data consistently shows email marketing delivering one of the highest returns on investment—often $36–$42 for every $1 spent. While exact numbers vary, the pattern is clear: well-crafted email campaigns outperform most other marketing channels.
2. You Own Your Email List
If Instagram disappeared tomorrow, could you still reach your clients? Your email list is a long-term business asset. You’re not renting space on a social platform—you’re building a direct line of communication that no algorithm can throttle.
3. Email Supports Better Treatment Outcomes
Pre-care and aftercare emails aren’t “marketing fluff.” They’re clinical tools that:
- Reduce the risk of post-treatment complications
- Improve results through better compliance
- Reinforce your expertise and professionalism
4. Email Fills Gaps in Your Schedule
Strategic email campaigns can quickly boost bookings during slow months, last-minute cancellations, or seasonal dips. A single well-timed email to your dermaplaning clients, for example, can fill an entire afternoon.
More Resources: Esthetician Business & Marketing Tips hub.
How to Set Up Email Marketing for Your Spa or Skincare Studio
You don’t have to be “good with tech” to set up effective email marketing. Start simple, then build as you grow.
Step 1 — Choose the Right Email Platform
Popular platforms for estheticians and spa owners include:
- Mailchimp – beginner-friendly, affordable
- Flodesk – beautiful designs, simple workflows
- Klaviyo – excellent for product-heavy businesses
- Aesthetic Record / GlossGenius – integrated with booking
- GoHighLevel – powerful automation and funnels
The “best” platform is the one you’ll actually use consistently. Don’t overcomplicate this step—pick a platform and get started.
Step 2 — Segment Your Client List
Segmentation is one of the most important factors in successful email marketing for estheticians. Instead of blasting the same message to everyone, you send more relevant content to specific groups.
Useful segments might include:
- Dermaplaning clients
- Chemical peel clients
- Acne program participants
- Mature skin / anti-aging clients
- Membership or facial series clients
- Retail-only shoppers
When a dermaplaning article or offer goes out only to people who’ve had dermaplaning with you, it feels personal—because it is.
Dermaplaning Learning Resource: Dermaplaning Blade Types Explained: A Guide for Estheticians
Step 3 — Brand Your Emails Professionally
Your emails should visually reflect your treatment room:
- Use your spa logo and brand colors
- Keep layouts clean with plenty of white space
- Use high-quality, on-brand images (no cluttered collages)
- Check that every email looks great on mobile
Step 4 — Write with Clarity and Purpose
Write like you speak in the treatment room—clear, confident, and educational. Avoid overly technical jargon clients won’t understand. Every email should have one main goal, one main message, and one clear call-to-action.
What to Put in Your Esthetician Newsletter
If you’ve ever stared at a blank screen wondering, “What do I even write?”, you are not alone. The key to consistency is having a simple, repeatable structure.
Monthly Content Ideas That Boost Bookings
- Seasonal skincare tips (e.g., winter dryness, summer SPF reminders)
- Treatment of the month (e.g., dermaplaning, LED, peels)
- Product spotlights with simple ingredient education
- Before/after results with client stories (with permission)
- FAQs you answer every week in your treatment room
- Membership or facial series reminders and benefits
How Often Should Estheticians Email Clients?
A good starting point is 2–4 emails per month. If you’re just beginning, commit to one newsletter and one educational or promotional email each month. Consistency builds trust.
Sample Newsletter Topics You Can Use
- “3 Mistakes Clients Make After Dermaplaning”
- “Is Your Moisturizer Enough for Winter?”
- “What to Expect at Your First Chemical Peel with Us”
- “How to Know if You’re Over-Exfoliating at Home”
Elevate Your Skills: Why Training with Advanced Esthetic Training is Your Path to Success
Email Sequences Every Esthetician Should Be Using
This is where email marketing becomes a powerful growth engine. These sequences run on autopilot, building revenue and strengthening relationships while you’re busy with clients.
Welcome Sequence for New Clients
A simple 3–4 email welcome sequence might include:
- Email 1: Warm welcome, your story, what makes your studio different
- Email 2: Your core services and who they’re best for
- Email 3: How to prepare for their first visit + what to expect
- Email 4: Gentle invitation to rebook, book a series, or join a membership
Client Reactivation Sequence
For clients who haven’t booked in 6+ months, a reactivation sequence can bring them back without heavy discounting. Focus on support, empathy, and updated solutions—not guilt.
Retail Sales Sequence
Use education → authority → recommendation. For example, for barrier repair, you might explain what a damaged barrier looks like, why it happens, and which products from your retail shelf genuinely help.
Treatment Spotlight Sequence
Perfect for dermaplaning, chemical peels, acne programs, microneedling, or LED therapy. Use this sequence to:
- Educate on what the treatment is and who it’s for
- Address common fears or misconceptions
- Share realistic before/after expectations
- Invite clients to book a consultation or treatment
Series + Membership Upsell Sequence
For services that deliver best results over time (peel series, acne bootcamps, memberships), automation can nurture clients into committing long-term.
Plug and Play Template: Dermaplaning Flash Sale Email Series — 4-Step Campaign for Maximum Impact
Email Automation for Estheticians (Work Smarter, Not Harder)
Once you have your core emails written, automation allows you to deliver the right message at the right time—without manually sending each message.
Pre-Treatment Automations
Examples:
- Pre-peel preparation email
- Dermaplaning contraindication reminder
- “Before Your Appointment” instructions
These emails reduce no-shows, improve treatment outcomes, and make clients feel more prepared and confident.
Post-Treatment Aftercare Automations
Aftercare emails are essential for treatments like dermaplaning, peels, microneedling, and more. They reinforce your verbal instructions and increase compliance.
- Step-by-step aftercare instructions
- What to avoid (heat, exercise, actives, etc.)
- Recommended homecare products
- When to book their next appointment
Birthday & VIP Automations
Birthday and VIP emails make clients feel appreciated. A small gift, bonus add-on, or personalized message can go a long way in strengthening loyalty.
Abandoned Appointment Recovery Automations
If your booking system allows it, set up an email reminder when someone starts booking online but doesn’t complete the process. These “abandoned booking” emails can recover a meaningful percentage of lost appointments..
How to Write Emails Clients Actually Read
This is where your personality and expertise as an esthetician really shine. You don’t need to sound like a copywriter—you just need to sound like the expert your clients already trust.
Understand Your Client’s Skin Goals
Every client views your content through the lens of their biggest skin concern—acne, pigmentation, aging, sensitivity, or maintenance. Use language that reflects those goals and speaks directly to their reality.
Subject Lines That Increase Open Rates
Great subject lines are:
- Clear, not cryptic
- Curiosity-building, not clickbait
- Client-focused, not clinic-focused
Examples:
- “Before Your Dermaplaning Appointment…”
- “3 Things Sabotaging Your Peel Results”
- “Your Winter Skin Survival Checklist”
CTAs That Convert Bookings
Avoid vague calls to action like “Learn more.” Instead, use clear, confident CTAs that tell clients exactly what to do next:
- “Reserve your appointment”
- “Start your acne transformation”
- “Upgrade your aftercare routine”
Tone & Voice
Your tone should sound like the trusted, grounded professional that clients meet in your treatment room—warm, honest, and supportive. Avoid fear-based marketing or exaggerated promises. You can be persuasive and ethical at the same time.
Conclusion: Your Next Step to Master Email Marketing
Email marketing is one of the most powerful tools you can use to grow a stable, profitable esthetics business. It allows you to support clients before and after treatments, increase bookings and rebookings, sell retail with integrity, and build long-term loyalty—without constantly chasing the algorithm.
You don’t have to build your entire email system from scratch. If you’d like expert support and ready-made tools, you’re invited to:
- 🎁 Download your free lead magnet: The Ultimate Esthetician Email Starter Kit
- ✉️ Skip the writing and plug in proven campaigns: Done-for-You Esthetician Email Campaigns (3, 5, or 7 Emails)
With the right strategy—and the right tools—your inbox can become one of the most profitable and client-centered parts of your esthetics business.