Email Marketing

Okay, so now we're going to move on to the number one part of marketing that I feel like, number one, as nail technicians, we are not taught enough about, and number two, as nail technicians, we do not take seriously enough. So I'm so glad that you're here because now you are going to take this seriously. And I'm really excited to show you another side of marketing other than social media, because believe it or not, social media is not the only tool for marketing. And actually it's not the most profitable one sometimes either. So let's start. Start off with what email marketing actually is and understanding building your mailing list, how to do that, and what it can do for you and your business. So let's start off by giving it a little bit of context. I want you to think about your social media account right now. So whether you use Facebook, whether you use Instagram. I know a lot of our members are using Instagram right now. So let's say you have a following of 2,500 people, and you can insert in there how many followers you actually have. Now, 2,500 people is amazing. That's two and a half thousand people that you have actively seeked out or have actively seeked out you and want to be a part of your world. They want to hear what you've got to say. But on average, only 200 of those people are viewing your content or seeing your content when you post it. And on average, around 3 to 5 of those people will convert. And that's based on percentage averages of the overall industry and of. Of using social media for marketing. So although we've got 2,500 followers, as we know, when we post on Instagram, not everyone sees our stuff. And that's because there is an algorithm. And the algorithm will dictate who sees things, who doesn't, which posts get higher engagement, which posts are pushed out to more of your followers, etc. Etc. And if you click into the reports on each of your posts, it will actually show you how many people are seeing them all together. And nine times out of 10, less people are seeing your content, lot less people than who actually follow you. So that said, let's imagine those two and a half thousand people are not Instagram followers. They are instead subscribed to your mailing list. Now, so far, you may feel like that is a little bit useless, but let me just give you these statistics. So on average, if you were to send an email to 2,500 people on your list, on average 750 of those people, which is more than three times the social media one. 750 people, 30% of those people are going to open and read your emails. And out of those 750 people, around 10% of them, so 75 of them will actually click the links on your emails. Now how many people are currently clicking the link in your bio or clicking the link on your stories? Probably not that many. So how amazing is that? The conversion rate is so much higher when it comes to emails. And I'll tell you more about that in a minute. So then it makes sense and you understand why. But first of all, I just want you to see that actually Instagram, social media, Facebook is not the be all and end all when it comes to marketing your business. And actually there are other much more effective ways to do it. So why is email marketing great for your business? And why is email marketing one of the most effective ways of marketing and nurturing your existing clients and encouraging them to buy from you even more? Well, this is why, number one, email lists are your assets. So they belong to you and they can't be taken. So what does that mean? Well, that means, and I have seen this happen, what happens if tomorrow your account gets hacked and you lose your social media account and all of your followers? How are you going to communicate with your clients, your customers and your community or audience that you have built? Let's say, for example, Instagram announces tomorrow that they are deleting their database, they are deleting their app, they just are not having Instagram anymore. How are you going to continue your business and how you going to continue to sell to your community? Or let's say, for example, Instagram goes down, which I've also seen this happen before. So there's a technical problem. You can't access Instagram and none of your community can either. Where did that leave you when that happened before? How were you able to communicate with your customers by email? And if you didn't have the email, then I guess you were screwed. Now the other thing is email lists are your assets. So I say that because they are actually worth something. It is a database of customer information, which means that if for argument's sake, you wanted to one day sell your nail business, that email list would actually contribute to the worth of your business and of your company. Because it is a group of people who are either in your area or interested in what you want to buy, who you have direct access to, marketing to them, directly to their inbox. So for anybody coming along looking to buy a business that is worth something more than somebody who doesn't have a list of clients at all because there's no way to directly market. And also email lists are your asset because if all of those things were deleted tomorrow, your social media and all of those things, it wouldn't matter because you would still have this list of email addresses where you could directly send an email to to your customer's inbox. Now, the second most exciting thing about this is emails have no algorithm. So how frustrating is it when you work so hard on a post for your social media, you're really excited for people to see it. You post it and then it's like tumbleweeds, Hardly anyone sees it. Instagram doesn't push it out to your following and only 250 of your 2,500 subscribers actually see the post. That's because of the algorithm. It's emails don't have one. So if you send somebody an email, it is just going straight to their inbox. So then there is just a chance of whether they will open it or they won't, dependent on their customer habits. But we would hope that they would open it, which gives you a much higher chance of spending time with that customer, building a relationship with them and in turn encouraging them to become a part of your world by what it is that you are selling. Next, emails allow you to intentionally build a relationship with your clients. Now, this is so important and again, I just want to give this a bit of context. Can you think for me and think of a social media post that you came across yesterday? I imagine you can't or you'll find it very, very hard to do. So. I think statistics show we consume something like it's something ridiculous, maybe 20,000 pieces of content a day as social media users, something like that. Right. So we are constant, constantly seeing content all the time. So as we're scrolling on social media, you know yourself how fast you scroll. If you see somebody's post, there's a very slim chance that you're actually going to stop and read it, take it in, read the caption and all those things. If you do, you will have read it and been onto the next post within a matter of minutes. Now, I want to ask you, tell me one email that you read and from start to finish, end to end, yesterday. Now, if you did read an email, I am pretty sure that you are more likely to remember that email than what you are a social media post. Because in 2025 and in this day and age, it is not very common for us to give out Our emails, right? How many times you have to tell and somebody asks you for your email address for your receipt and you think, no, not another spam email. I don't want to give my email address, right? So if somebody gives you their email address, that is a privilege today, right? You have somebody's direct information in order to market to them. So if somebody is reading your emails, they are spending minutes out of their day with you. That's a really intimate time when you can actually share everything you want to share with this customer and have a moment with them, allow yourself to build a relationship, build a brand, build a community in that space. It is so much more impactful if somebody reads your email start to finish than if somebody just comes across your social media post. And they're much more likely to remember you and for you to stay in their head if they read your email than if they scroll past you on social media. Now the other great thing about emails is that you can segment your audience so that you can be really personal. So you can split your customers into lists depending on what they're interested in or what they have previously bought from you. So let's say for example, you're a nail tech and you do build a gel and acrylics. You could split all your builder gel clients from your acrylic clients so that if you get a new acrylic collection with a loads of new colors, you can actually just directly email just your acrylic customers with this information so that your builder gel customers don't open it and just click straight off because it's not useful to them. So you can be really personal with what you're sending out to people. You can also separate your students. So let's say all of your students who've been on your beginners course can be in one email list and everyone who's been on your E file course can be in another email list. Now this is beneficial to you because it means you can market to people at the right time in their journey with the pain points they currently have depending on who they are. For example, if you've got a group of beginner students who have recently passed through your beginners course in one list, you know, these are the people that are likely in their journey to want to go on and maybe train in other things like builder gel or E file. So you can strategically market to them at a certain time in their journey and not have to send email marketing emails to people who have already done your E file course about E file. So that's how specific and personal you can be because you can segment your audience. And lastly, this is a really exciting one. You can actually earn income from emails. So if you are a part of any types of affiliate programs like Amazon Influencer Program look fantastic, any other affiliate programs that you might have come across, there's a win like to know and things like that. You can be sending regular emails to your email list with links in there that earn you money when people click on them or buy the products. Also, if you retail or sell retail in your salon space, this is also a way for you to sell the retail products to your customers. If someone is in your buy app list, you can constantly be promoting to them in emails things like hand cream or things like cutesicle oil or cuticle balms and things like that. So it's a great way to earn extra income and also spend a more personal moment with the people that are on your list. So hopefully you listen to this now and you're starting to understand exactly why email marketing could potentially be so much better for your business than what you are using to market right now. So I have another question for you. On average, how many hours per month do you think you spend doing your marketing? So that's coming up with new content ideas, scrolling, looking for inspo, going on chat GPT to help you come up with ideas, writing out captions, editing captions, editing photos, taking videos, setting up your tripod, prepping clients, deleting things because you don't like them, making edits, making cuts, putting voiceovers on them, making them look pretty, and then the sides of marketing that we also have in terms of responding to new queries, engaging with new customers, building that community, going back and forth in the DMs and really inviting people into your world. How many hours per month do you think you spend coming up with a all of those ideas and implementing all of those things? I imagine it's a lot. Well, on average it's around 20 hours per month per nail tech. Yours could even be more. Now let's say your average hourly rate is 35 pounds and that means your marketing time is costing you 700 pounds per month. So why would we not make it worth it? Why would we not ensure that you are getting a return on your investment? For the amount of time that you are putting into your marketing, I want you to waste hours and hours and hours creating Instagram accounts that aren't really bringing you any revenue at all. I'd rather you spend that time building a couple of solid emails that are actually going to bring you a return and like amount to customers actually clicking your links, buying your products, booking in for appointments. Every regular client can bring you approximately 420 pound minimum per year. And that's just a client that is coming in around once a month. So can you imagine what we could do for your business if we start to focus on actually bringing in new clients with every bit of marketing that we put out there? This could be huge for you and the expansion of your business. So let's talk about how to actually capture emails then. Because maybe right now you sat there thinking, yeah, this is great, I'm ready, but how on earth do I build an email list? Well, first of all, you have to capture email, so you have to actively take people's emails from them. And there is a number of ways that you can be doing this. So first of all, when people are inquiring so really casually, you can be saying to people, let me have a look at that for you. I'll see what dates or times I've got. Pass me your email and I'll pop you into our system. First of all, take their email and make sure you get permission to be able to market to their email as well. Now that would happen because somebody is looking for an appointment with you. And that leads me to my first point, that you need to give people a reason to sign up to your email list. Think about the email list that you're currently a part of. So maybe it's clothing brands, fashion brands, maybe it is communities that you're a part of, maybe it is, I don't know, different brands in your area, local businesses. So I want you to think about emails that you currently get right now for marketing purposes and why it was that you signed up to them. Now, no one signs up to an email list for just no reason. They sign up when they either get something in return, when they're buying something, when they get a freebie, a promise or a peek behind the scenes. So when they feel like they are given their email and getting something for return, remember that fair exchange that we spoke about in pricing? This works the same. When they feel like they are getting something from you, then it is beneficial for them to give you their email. So think about ways that you might have signed up to a fashion brand. Maybe they've promised you 10 off on your first order. If you sign up that pop up that comes up at the start of every single website that you go on when you're gonna go shopping, sign up here and you get 10% off your first order, how many times do you sign up? If it's a brand you think you're gonna buy from, a lot of the time you do. So you want to give people a reason to put their email in that box. So for clients, the reason could be join my VIP list. So straight away you've called it a VIP list. So that is so desirable for clients. They want to be very important. They want to have first access to appointments and cancellations. They want entitled to any offers or discounts. They want to feel like they are one of your favorites. They want to be top of that client list. So if you call it vip, join my VIP list for last minute appointments and cancellations. How many of your clients are going to jump at that just because it means they're a vip? Or for students, one example could be, I am in the process of creating the best beginners program that I've ever come across. Pop your email in this box to be the first to hear. When training dates drop right? So straight away it's like, oh my God, I want to be the first to hear. It creates urgency. It gives people a reason to want to sign up to your mailing list. Or if you want to attract both, you could say things like, get my monthly insider tips for nails and exclusive offers by popping your email in here. If you want to keep up with the community or keep up with what's happening in salon or what's happening in the training academy, pop your email in here. Another thing that you can do is offer things like freebies. So in order to offer freebies, you want to really start to think about what do my clients really enjoy? So we've spoken a little bit when we've spoken about building a brand and building community and all of that, but you want to think about this. So is it, you know, sustainable products? Is it like fitness and wellness? Is it clothes? Like, who is your ideal client and what do they really enjoy? And maybe you can create something that you can email to them for free. If they pop your idea, put their email in a box. So it could be pop your email in here and I'm going to send you my top 10 sustainable product picks for this month. So somebody who values sustainability, straight away they're like, oh, I want to know what these are. Or it could be pop your email in the box and I will send you the link to 10 of my favorite summer outfits that I've come across this month. So if you and your clients regularly talk about clothes, that is something that they are possibly going to want to sign up for or if it's a student, let's say they are. We're looking for E file students. So students who want to, who want to come and do your E file training. So you could create a little guide or a PDF that is three ways to cut down your treatment time as a nail technician. So pop your email in here and I will email you my guide that gives you three ways, three things that you can implement today that will cut down your time when creating builds gel nails. And one of those can be using an E file and you can strategically upsell your your E file course in that email. So it's given people a reason to give you their emails in the first place. The best thing to do with this is to not overthink it. Just give people a reason to care. Give people a reason to want to go. Yep, no problem. Here is my email address and one of the best ways to do it is when they are booking in. So when they're booking in, always make sure you take their email address and you also ask them, I'm going to send you marketing emails. Is that okay? Now the other way to get people to sign up to your emails is to make your email list link make visible everywhere. So don't hide it. Right. If you're building an email list, if people can't don't know where to access it or can't access it easily, then how are you going to build that list? You want to make it visible everywhere. If someone has got a hunt to find your email sign up, they definitely will not sign up. So here is where you want to put it. First of all, you want it in the link in your bio and say what it's for. So remember when we spoke about like the VIP list and things like that give them a reason. So sign up here for or to be fair, so my wait list. Click this link when it is your link in your bio. If you're using like a link tree or anything like that, you want to have as little links as possible because when there's too many links makes it really complex for the customer, they get overwhelmed, they don't always click. So you want to pop it in your bio with limited other links so people are more likely to click it. You can also put it in your highlights so you can label it something like a VIP list or train and wait list or course wait list or something like that. Or even client wait list or client mailing list even so. Or client insiders and things like that. So making people have fomo if they're not a part of it, you also want to put it on your website or your booking system. So if you have the opportunity to also create one of their pop ups where as soon as someone comes onto your website they get to click the link to join your wait list, then please do it. It you want people to be able to join your list as soon as they come across you. And also in your stories, I would do this at least once a week so you can say things like you can share nail pictures and say want in on this? Just join the wait list and I'll let you know when we've got appointments or want in on this. Join the list and you'll be first to hear when this course is launched and things like that. So on your stories you want to actively be gaining people email addresses. Now you can also build signups offline as well. So you've got things like a QR code in your salon. So when you're at the checkout, you know when people are paying for their treatments, you can say, you know, just scan this QR code for me. Just join my my mailing list and I'll be able to communicate with you then all the time over your appointments and things like that. Any marks and that we've got. So a QR code in your salon makes it really visible, asking new clients if they'd like to join when they book. So like I said, you always need to get permission but when people are booking it would be the number one thing I would I'm going to add you to my mailing list. Is it okay if I send you offers and things as and when they come in or send you marketing to your email. And then lastly you want to include it if you have any appointment cards, receipts, aftercare slips or anything physical that you might be given to your clients. Right now you want to make sure that you are including the link to sign up to your email list in there as well. Because let's say a customer inquires and says hey, just wondering if you've got any appointments next week. Right? You and I both know that you are fully booked next week, but if we say no to this client, we're never going to hear from them again. So what we want to say is let me have a little look for you. Can I take your email address please? They'll give you your email, then you'll say, right, I've just had a little look in the system and unfortunately we don't have any appointments next week. However, what we do have is an appointment on this date. I have a cancellation list. So are you okay with me sending you marketing emails with cancellations and slots and things like that? If anything does come available next week, you'll be the first to know. Right? So now it doesn't matter if we can't fit this customer in because we may be able to fit them in in the future. And we've now got the email all in the one place, so we're able to market to them if spaces come up. It is a game changer for you and your business. Also, having an email list is great if you know you want to expand your business because let's say for example, in two years time you want to bring in another staff member. If you've got a mailing list of thousands of people or even hundreds of people, that means there are people ready made who could become that person's client. Rather than bringing new people into your business and then hoping that people are going to book in with them, this is a direct way to market those people. When you do grow also you want to use a free tool that makes it easy. So not all email marketing systems are free. If you want more support with this, you can go to Module one setting up your emails as a nail tech. It's in Module one we talk you through all of this. And not all tools are free. But sometimes I would say it's worth paying for. I have been paying for my email marketing system for a very long time now. Usually the cost can go up, up the more your list increases. But obviously your return on your investment increases too because the more people you can market to, the more money you can make, the more you can grow your income. You don't need fancy tech to start your email list. There are beginner friendly email platforms that we do recommend in Module one, so things like mailerlite, Flow Desk and mailchimp. If you do want help setting them up, head back to Module one. There are tutorials and things like that that step by steps in there that will help you. In order to capture people's emails, all you need to do is create one email signup form which you can do inside your email marketing system. It can be super simple. All it needs to say is something like join my mailing list for booking, updates, exclusive offers and more. And then it would have the mailing list on there. People can just enter their name, their email and press submit and then you have that data and you can create that form really easily in your email marketing system. So that is it for the first part of today. So what I would really love for you to go away and do is to create an email list for a certain part of your business, whether it's for clients, whether it's for a specific course launch, whether it's for students, whatever that looks like. But go away and capture emails from today. Your business is going to thank you for it and so is your income when you're able to grow it using these techniques.