$50,468 in 36 hours from a single salon marketing email…
by Greg Milner on 08/10/09 at 9:14 am
Michael Curtis of Blush Urban Spa isn't shy about asking his customers for money.
Many owners of salon businesses and spa businesses mistakenly base the value of the business on its fittings, product inventory or machinery. Not long-term Inner Circle member and spa owner Michael Curtis, of Blush in Perth, WA.
Michael correctly identifies the real value of his business as his… customers. Or more particularly, his database, mailing list, or whatever you want to call it. And when he wants money, he simply asks his list for it.
In half an hour on Tuesday of this week, Michael created a simple but powerful offer, wrote an email, and sent it out to his list of about 12,000 email addresses, collected diligently over the past 5 years.
The result was spectacular.
Over $50,000 in Gift Voucher Sales in less than 36 hours.
(INNER CIRCLE MEMBERS: log into the Members Only section and navigate to ‘Email marketing’ and you can download the exact email that Michael sent to his list)
Here’s what Michael says about the campaign:
Blush Urban Spa's new premises from April 2010 - massive amounts of space to allow for a huge increase in demand caused by smart marketing
“As you know we have agreed to a new location in North Fremantle to secure the long term future of Blush with a 20 year lease option at the stunning 855m2 Rose Hotel. (a historic converted hotel building)
As you can imagine, we do however need a lot of cash to fit out the new premises and that’s why we decided to formulate a strategy to get in as much cash as we can NOW. We need an interest free loan and our clients are more than happy to oblige.
First strategy (which took me 30 minutes to put together) and easiest is an email with an Early Bird Xmas special offer.
Results were spectacular: 221 gift certificates sold in one day at $148 per certificate TOTAL $32,708 in less the 10 hours after the email was delivered.
Over the following 24 hours, we sold another 120 vouchers, for a total of 341 and $50,468.
But Michael doesn’t just hit the market and hope, he very carefully and self-critically analyses the results. Email being what it is, it has a shelf-life of approximately seven seconds before it either goes straight into the trash folder or gets swamped by a mountain of newer emails. As he reveals, you’ve got to have a LOT of email addresses to make an impact.
What’s scary about these results is that they can be a hell of a lot better, with only 1503 having been opened thus far and selling 341 – that’s only 3% conversion of my entire list purchasing.
What’s it telling me??? Simple mathematics, get more clients to open my emails and sell a lot more. That’s why I’ve just employed a part time marketing assistant to work on my list and make sure every client’s details are up-to-date and accurate.
Lessons learned from yesterday, why wait till Xmas?? Get your database list accurate, and have more reception staff to answer the phone or you have to do it yourself.
A little positive note I always use myself and train our staff with is, every time the phone rings I see $$$$ signs - yesterday was like music to my ears!
I always stick to the rules you have taught me:
- Great headline
- Value add offer
- Testimonials
- Call to Action
- Scarcity
- Guarantee
I would think so Michael. Congratulations on a great effort, and for being an example to other Members.
IF YOU ARE NOT YET A MEMBER, do not have the done-for-you marketing templates that Michael and hundreds of other Inner Circle members use, want instant access to the email that Michael used to generate that huge cash surge… then you are running your business with one eye closed, with both hands tied behind your back, re-inventing the wheel day after dreary day.
Go here to complete the Pre-Application Survey, and you might qualify for a 30-Day Test Drive of the entire Inner Circle system, including the Essential Salon Owner’s Marketing Toolkit®
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A post by Greg Milner The odd idea, a bit of prodding, a nudge here and there, a little fun, and the occasional dose of brutal reality. Greg is co-founder and CEO of Worldwide Salon Marketing, a writer, direct response marketing consultant, specialist marketing systems adviser and coach. He (sometimes) accepts private consulting clients. |
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Stephanie
Oct 8th, 2009
I have often been inspired by Michaels marketing exploits and never have I posted a comment but I just had to, this is exactly what I need right now as we have been expanding at a rate of knots since taking on board and actually DOING not just looking at the marketing in the toolkit., it has left the cash reserves a bit low but after having success with platinum memberships and 2 for 1 christmas gift vouchers last year I am going to do this right now!! Thank you Michael for the generous way you always share your fabulous results we are truly in awe!
marnie
Oct 8th, 2009
Congratulations Michael! That’s a fantastic promotion.
Good Luck with your move and New Beginnings.
Regards,
Marnie
Michael Curtis
Oct 8th, 2009
Thank you ladies and I wish you well too.
What I really like about this promotion is that apart from the cash you generate up front, you’re also going to get alot of new clients coming in on the gift vouchers. More names to add to our list, more clients to sell products, more rebooking and more referrals, etc.etc.etc.
As Greg teaches us – what’s the-life-time value of your client???
We must not look at what we are giving away, but inturn ,look at what we’re gaining.
The public (your clients) have the $$$$ – they’re just not sure who to give it too, you’ve gotta give a reason to give it to you…
All the very best to all the IC members.
Annette Gomez
Oct 8th, 2009
Congratulations Michael and everyone at Blush – you are an inspiration and deserve all the success that comes your way, you are so proactive, full of determination and action. Aswell as a wonderful person for sharing your news and strategies. Thank you! Annette