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Original
2026-01-01
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2026-03-10
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<p>Customers want results-and they expect excellent, personalized customer experience along the way, from intent to post-purchase.</p>
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<p>Customers want results-and they expect excellent, personalized customer experience along the way, from intent to post-purchase.</p>
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<p>This is where marketing automation platforms like Klaviyo come in handy. Used right, they help spas, salons, and fitness studios create a high-touch, concierge experience that extends beyond their brick-and-mortar walls.</p>
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<p>This is where marketing automation platforms like Klaviyo come in handy. Used right, they help spas, salons, and fitness studios create a high-touch, concierge experience that extends beyond their brick-and-mortar walls.</p>
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<p>We’ve rounded up the Klaviyo best practices that wellness businesses use to exceed their clients’ expectations, according to<a>Glowdega</a>founder Hadiyah Daché,<a>Urban You</a>’s director of marketing Chelsea VanderMolen, and Ileana de la Guardia, co-owner of Panama-based fitness studio<a>The Pilates Studio</a>.</p>
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<p>We’ve rounded up the Klaviyo best practices that wellness businesses use to exceed their clients’ expectations, according to<a>Glowdega</a>founder Hadiyah Daché,<a>Urban You</a>’s director of marketing Chelsea VanderMolen, and Ileana de la Guardia, co-owner of Panama-based fitness studio<a>The Pilates Studio</a>.</p>
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<h2>Why email marketing matters for the health and wellness space</h2>
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<h2>Why email marketing matters for the health and wellness space</h2>
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<p>Big picture, “email helps with getting someone to rebook,” Daché says.</p>
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<p>Big picture, “email helps with getting someone to rebook,” Daché says.</p>
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<p>She would know. At Glowdega, Daché’s Oakland-based skincare, waxing, and sugaring studio, more than 80% of her clients book again the next month-and that’s unusual. By one estimate,<a>only 30% of first-time clients return to the average spa</a>.</p>
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<p>She would know. At Glowdega, Daché’s Oakland-based skincare, waxing, and sugaring studio, more than 80% of her clients book again the next month-and that’s unusual. By one estimate,<a>only 30% of first-time clients return to the average spa</a>.</p>
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<blockquote>Email helps with getting someone to rebook.</blockquote><p>Hadiyah Daché</p>
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<blockquote>Email helps with getting someone to rebook.</blockquote>Hadiyah Daché<p>Founder and owner, Glowdega</p>
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<p>Founder and owner, Glowdega</p>
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<p>For fitness studios, the average retention rate is higher-<a>over 70% across categories</a>, according to the Association of Fitness Studios-but still has room to grow.</p>
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<p>For fitness studios, the average retention rate is higher-<a>over 70% across categories</a>, according to the Association of Fitness Studios-but still has room to grow.</p>
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<p>“If you can’t count on that one client to generate X amount of revenue for you, then you have to constantly be bringing in new clients,” Daché explains-and customer acquisition costs can eat into margins.</p>
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<p>“If you can’t count on that one client to generate X amount of revenue for you, then you have to constantly be bringing in new clients,” Daché explains-and customer acquisition costs can eat into margins.</p>
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<p>But email marketing offers an alternative path to improve retention and grow LTV, sometimes with tactics as simple as explaining what a Hydrafacial is, discussing the benefits of taking supplements, or reminding customers to book their next Pilates class.</p>
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<p>But email marketing offers an alternative path to improve retention and grow LTV, sometimes with tactics as simple as explaining what a Hydrafacial is, discussing the benefits of taking supplements, or reminding customers to book their next Pilates class.</p>
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<h2>How spas, salons, and fitness studios can build their email subscriber lists</h2>
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<h2>How spas, salons, and fitness studios can build their email subscriber lists</h2>
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<p>In the flow of a first booking, email is a really natural thing to give.</p>
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<p>In the flow of a first booking, email is a really natural thing to give.</p>
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<p>People have to share their email address to buy classes, sign up for memberships, and get appointment reminders-and often, they opt in to marketing emails and SMS, too, via a checkbox.</p>
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<p>People have to share their email address to buy classes, sign up for memberships, and get appointment reminders-and often, they opt in to marketing emails and SMS, too, via a checkbox.</p>
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<p>Daché has also found her weekly skincare advice newsletter drives<a>email sign-ups</a>from prospects who haven’t yet booked.</p>
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<p>Daché has also found her weekly skincare advice newsletter drives<a>email sign-ups</a>from prospects who haven’t yet booked.</p>
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<p>She used to share her expert tips on Twitter, where she has<a>35K+ followers</a>. Now, she saves her advice for email newsletter, and it’s driven major list growth: In July 2023, her email list had grown 95.4% YoY.</p>
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<p>She used to share her expert tips on Twitter, where she has<a>35K+ followers</a>. Now, she saves her advice for email newsletter, and it’s driven major list growth: In July 2023, her email list had grown 95.4% YoY.</p>
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<h2>9 Klaviyo wellness and healthcare email marketing best practices</h2>
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<h2>9 Klaviyo wellness and healthcare email marketing best practices</h2>
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<p>What tried-and-true tactical moves help salons, spas, and fitness centers build powerful retention machines with email? Here’s what has worked for Daché, VanderMolen, and de la Guardia.</p>
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<p>What tried-and-true tactical moves help salons, spas, and fitness centers build powerful retention machines with email? Here’s what has worked for Daché, VanderMolen, and de la Guardia.</p>
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<h3>1. Launch reminder flows ASAP</h3>
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<h3>1. Launch reminder flows ASAP</h3>
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<p>These automated email flows remind customers to rebook a key salon or spa service, like a haircut or a Botox session.</p>
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<p>These automated email flows remind customers to rebook a key salon or spa service, like a haircut or a Botox session.</p>
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<p>These are often top revenue drivers-especially when done right.</p>
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<p>These are often top revenue drivers-especially when done right.</p>
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<p>Two performance tips:</p>
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<p>Two performance tips:</p>
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<ul><li><strong>Segment for relevance:</strong>Make sure your flow sends to people due for an appointment-but excludes people who have already booked a relevant appointment in the next 30 days, like Urban You does. It minimizes confused customer calls.</li>
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<ul><li><strong>Segment for relevance:</strong>Make sure your flow sends to people due for an appointment-but excludes people who have already booked a relevant appointment in the next 30 days, like Urban You does. It minimizes confused customer calls.</li>
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<li><strong>Send on personalized timelines:</strong>With Klaviyo, marketers can make this flow trigger when Klaviyo’s predictive analytics forecast they’ll make their next purchase-so each customer gets relevant content at the optimal time for them.</li>
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<li><strong>Send on personalized timelines:</strong>With Klaviyo, marketers can make this flow trigger when Klaviyo’s predictive analytics forecast they’ll make their next purchase-so each customer gets relevant content at the optimal time for them.</li>
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</ul><h3>2. Stick to simple CTAs (plural)</h3>
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</ul><h3>2. Stick to simple CTAs (plural)</h3>
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<p>Don’t reinvent the wheel with email CTAs.</p>
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<p>Don’t reinvent the wheel with email CTAs.</p>
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<p>For The Pilates Studio, “very direct” CTAs also perform well, de la Guardia says-like “Buy your class now.”</p>
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<p>For The Pilates Studio, “very direct” CTAs also perform well, de la Guardia says-like “Buy your class now.”</p>
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<p>She and her team include at least two CTA buttons in each email.</p>
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<p>She and her team include at least two CTA buttons in each email.</p>
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<p>“We try not to overload it,” she explains, “but when there’s not a specific call to action, the sales don’t happen.”</p>
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<p>“We try not to overload it,” she explains, “but when there’s not a specific call to action, the sales don’t happen.”</p>
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<h3>3. Try educational emails</h3>
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<h3>3. Try educational emails</h3>
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<p>The health and wellness world can be confusing. For example: What’s the difference between Botox and fillers? Can Pilates routines help osteoporosis patients manage their symptoms?</p>
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<p>The health and wellness world can be confusing. For example: What’s the difference between Botox and fillers? Can Pilates routines help osteoporosis patients manage their symptoms?</p>
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<p>Salons, spas, and fitness studios can become that guide with educational email content.</p>
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<p>Salons, spas, and fitness studios can become that guide with educational email content.</p>
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<p>At Glowdega, Daché educates with a free skincare advice newsletter, sent weekly. In recent editions, she shared tips on managing unwanted facial hair and spending efficiently on skincare products.</p>
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<p>At Glowdega, Daché educates with a free skincare advice newsletter, sent weekly. In recent editions, she shared tips on managing unwanted facial hair and spending efficiently on skincare products.</p>
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<p>Meanwhile, de la Guardia sometimes sends quick at-home Pilates routines that target a specific set of issues-for instance, lower back pain due to lifestyle factors.-in The Pilates Studio’s weekly email campaigns.</p>
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<p>Meanwhile, de la Guardia sometimes sends quick at-home Pilates routines that target a specific set of issues-for instance, lower back pain due to lifestyle factors.-in The Pilates Studio’s weekly email campaigns.</p>
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<p>This marketing channel can be a teaching tool that helps people help themselves and improve their well-being, she explains, and builds trust in The Pilates Studio’s team, all of whom have trained as physical therapists.</p>
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<p>This marketing channel can be a teaching tool that helps people help themselves and improve their well-being, she explains, and builds trust in The Pilates Studio’s team, all of whom have trained as physical therapists.</p>
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<p>Ultimately, the goal of educational emails is simple: to make it easy for customers to do what they want to do.</p>
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<p>Ultimately, the goal of educational emails is simple: to make it easy for customers to do what they want to do.</p>
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<h3>4. Don’t keep selling to customers who just bought or booked</h3>
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<h3>4. Don’t keep selling to customers who just bought or booked</h3>
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<p>If someone just converted, there’s no need to keep hammering them with the CTA they just completed.</p>
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<p>If someone just converted, there’s no need to keep hammering them with the CTA they just completed.</p>
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<p>“I’m not interested in selling to the people who just booked,” says de la Guardia of her philosophy at The Pilates Studio.</p>
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<p>“I’m not interested in selling to the people who just booked,” says de la Guardia of her philosophy at The Pilates Studio.</p>
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<p>She plans to use Klaviyo’s pre-built<a>Mindbody</a>integration to create a segment of all recent buyers-whether they made an in-person purchase tracked in Mindbody, or bought online through the studio’s store.</p>
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<p>She plans to use Klaviyo’s pre-built<a>Mindbody</a>integration to create a segment of all recent buyers-whether they made an in-person purchase tracked in Mindbody, or bought online through the studio’s store.</p>
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<blockquote>The communication will come through as much more authentic and organized if we are speaking to the right audiences.</blockquote><p>Ileana de la Guardia</p>
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<blockquote>The communication will come through as much more authentic and organized if we are speaking to the right audiences.</blockquote>Ileana de la Guardia<p>Owner, The Pilates Studio</p>
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<p>Owner, The Pilates Studio</p>
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<p>Then, she plans to exclude that segment from mass sales email marketing campaigns and reach out to the target audience with sparing up-sell messaging that wouldn’t make sense for the bulk of her list.</p>
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<p>Then, she plans to exclude that segment from mass sales email marketing campaigns and reach out to the target audience with sparing up-sell messaging that wouldn’t make sense for the bulk of her list.</p>
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<p>She might nudge them to book a private lesson to hone their technique, for example, or to buy a fresh pair of grippy Pilates socks.</p>
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<p>She might nudge them to book a private lesson to hone their technique, for example, or to buy a fresh pair of grippy Pilates socks.</p>
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<p>“The communication will come through as much more authentic and organized if we are speaking to the right audiences,” de la Guardia says.</p>
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<p>“The communication will come through as much more authentic and organized if we are speaking to the right audiences,” de la Guardia says.</p>
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<h3>5. Send same-day aftercare messages</h3>
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<h3>5. Send same-day aftercare messages</h3>
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<p>Should you avoid direct sun after a facial? How soon can you wash your hair after getting it chemically straightened?</p>
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<p>Should you avoid direct sun after a facial? How soon can you wash your hair after getting it chemically straightened?</p>
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<p>In Klaviyo, spas and salons can set up treatment-specific flows that trigger after completed appointments, using pre-built integrations with booking platforms like<a>Boulevard</a>.</p>
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<p>In Klaviyo, spas and salons can set up treatment-specific flows that trigger after completed appointments, using pre-built integrations with booking platforms like<a>Boulevard</a>.</p>
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<p>These automated messages can explain what customers should expect after their treatment and answer aftercare FAQs-extending the feeling of 1:1 personal attention beyond in-person appointments, without overtaxing estheticians.</p>
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<p>These automated messages can explain what customers should expect after their treatment and answer aftercare FAQs-extending the feeling of 1:1 personal attention beyond in-person appointments, without overtaxing estheticians.</p>
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<p>“Klaviyo’s integrations help us get our guests the best and most relevant information for them,” says VanderMolen.</p>
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<p>“Klaviyo’s integrations help us get our guests the best and most relevant information for them,” says VanderMolen.</p>
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<blockquote>Klaviyo’s integrations help us get our guests the best and most relevant information for them.</blockquote><p>Chelsea VanderMolen</p>
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<blockquote>Klaviyo’s integrations help us get our guests the best and most relevant information for them.</blockquote>Chelsea VanderMolen<p>Marketing director, Urban You</p>
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<p>Marketing director, Urban You</p>
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<h3>6. Bulk-edit your sends</h3>
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<h3>6. Bulk-edit your sends</h3>
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<p>Wellness brands may need to use the same explainer copy, fine print, and “Download our app” CTAs across multiple flows and campaign templates.</p>
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<p>Wellness brands may need to use the same explainer copy, fine print, and “Download our app” CTAs across multiple flows and campaign templates.</p>
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<p>Updating every email about Botox manually can be a timesuck-but Klaviyo’s<a>universal content blocks</a>make it easy to batch-update every instance of a piece of copy.</p>
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<p>Updating every email about Botox manually can be a timesuck-but Klaviyo’s<a>universal content blocks</a>make it easy to batch-update every instance of a piece of copy.</p>
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<h3>7. Highlight before-and-after imagery for beauty treatments</h3>
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<h3>7. Highlight before-and-after imagery for beauty treatments</h3>
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<p>Customers love looking at before-and-afters. It’s an easy way for people to see what the outcomes are.</p>
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<p>Customers love looking at before-and-afters. It’s an easy way for people to see what the outcomes are.</p>
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<p>This is the type of imagery performs best in emails about medspa services.</p>
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<p>This is the type of imagery performs best in emails about medspa services.</p>
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<h3>8. Launch a low-lift rewards program</h3>
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<h3>8. Launch a low-lift rewards program</h3>
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<p>You don’t need a whole loyalty app to maintain long-term relationships with your clients. In Klaviyo, it’s easy to build a segment of your highest-value customers-and at Glowdega, Daché reserves her most substantial discount codes and other high-value incentives for this group.</p>
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<p>You don’t need a whole loyalty app to maintain long-term relationships with your clients. In Klaviyo, it’s easy to build a segment of your highest-value customers-and at Glowdega, Daché reserves her most substantial discount codes and other high-value incentives for this group.</p>
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<p>“I like to send them more,” she says. “Those are the people who are spending money anyway, and I like to reward that behavior.”</p>
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<p>“I like to send them more,” she says. “Those are the people who are spending money anyway, and I like to reward that behavior.”</p>
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<h3>9. Send emails at least weekly</h3>
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<h3>9. Send emails at least weekly</h3>
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<p>When Daché started with Klaviyo, she was new to solopreneurship-and swamped with responsibilities.</p>
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<p>When Daché started with Klaviyo, she was new to solopreneurship-and swamped with responsibilities.</p>
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<p>Despite a robust background in lifecycle marketing, she sent campaigns rarely at first, about every 2-3 months.</p>
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<p>Despite a robust background in lifecycle marketing, she sent campaigns rarely at first, about every 2-3 months.</p>
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<p>If she could do it again, “I would stick to weekly campaign sends,” she says-and get started at that cadence as soon as possible.</p>
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<p>If she could do it again, “I would stick to weekly campaign sends,” she says-and get started at that cadence as soon as possible.</p>
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<blockquote>I would stick to weekly campaign sends. It established trust. It keeps you front of mind.</blockquote><p>Hadiyah Daché</p>
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<blockquote>I would stick to weekly campaign sends. It established trust. It keeps you front of mind.</blockquote>Hadiyah Daché<p>Founder and owner, Glowdega</p>
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<p>Founder and owner, Glowdega</p>
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<p>At that frequency, you can always comment on relevant social media trends and news stories.</p>
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<p>At that frequency, you can always comment on relevant social media trends and news stories.</p>
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<p>Plus, hitting the inbox at least weekly helps you build lasting customer relationships. “It establishes trust,” Daché says. “It keeps you front of mind.”</p>
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<p>Plus, hitting the inbox at least weekly helps you build lasting customer relationships. “It establishes trust,” Daché says. “It keeps you front of mind.”</p>
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<h2>How health and wellness brands can unlock retention wins</h2>
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<h2>How health and wellness brands can unlock retention wins</h2>
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<p>Klaviyo makes it easy to align your email marketing strategy with wellness industry best practices without expensive in-house developers.</p>
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<p>Klaviyo makes it easy to align your email marketing strategy with wellness industry best practices without expensive in-house developers.</p>
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<p>The powerful marketing automation platform has 300+ integrations-including pre-built integrations with key wellness booking platforms like Mindbody and Boulevard.</p>
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<p>The powerful marketing automation platform has 300+ integrations-including pre-built integrations with key wellness booking platforms like Mindbody and Boulevard.</p>
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<p>That means wellness brands can centralize their customer data, and use it to execute polished, personalized, and consistent email and<a>SMS marketing</a>strategies.</p>
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<p>That means wellness brands can centralize their customer data, and use it to execute polished, personalized, and consistent email and<a>SMS marketing</a>strategies.</p>
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<p>“It’s not one email that does the trick,” says de la Guardia. “I think it’s the image that you start creating in the client’s mind over time, that your business is a place where they can actually be healed in a variety of ways.”</p>
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<p>“It’s not one email that does the trick,” says de la Guardia. “I think it’s the image that you start creating in the client’s mind over time, that your business is a place where they can actually be healed in a variety of ways.”</p>
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<p>Get started-<a>try Klaviyo for wellness today</a>.</p>
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<p>Get started-<a>try Klaviyo for wellness today</a>.</p>
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<h2>Health and wellness email marketing FAQs</h2>
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<h2>Health and wellness email marketing FAQs</h2>
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How to build an email list for your wellness business?<p>To build a quality email list in the health and wellness industry, focus on creating valuable content that aligns with your audience’s interests. Offer incentives, such as exclusive offers, to encourage sign-ups. Simplify and optimize sign-up forms, ensuring they are mobile-friendly. Consider using dedicated landing pages that emphasize the value of subscribing. Additionally, strategically employ pop-ups with clear calls to action to capture the attention of potential subscribers.</p>
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How to build an email list for your wellness business?<p>To build a quality email list in the health and wellness industry, focus on creating valuable content that aligns with your audience’s interests. Offer incentives, such as exclusive offers, to encourage sign-ups. Simplify and optimize sign-up forms, ensuring they are mobile-friendly. Consider using dedicated landing pages that emphasize the value of subscribing. Additionally, strategically employ pop-ups with clear calls to action to capture the attention of potential subscribers.</p>
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How to measure the success of your wellness email marketing campaign?<p>Measure health and wellness email campaign success with key metrics:</p>
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How to measure the success of your wellness email marketing campaign?<p>Measure health and wellness email campaign success with key metrics:</p>
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<p>1. Open rate</p>
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<p>1. Open rate</p>
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<p>2. Click-through rate</p>
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<p>2. Click-through rate</p>
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<p>3. Conversion rate</p>
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<p>3. Conversion rate</p>
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<p>4. Bounce rate</p>
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<p>4. Bounce rate</p>
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<p>5. Unsubscribe rate</p>
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<p>5. Unsubscribe rate</p>
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<p>6. Revenue generated</p>
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<p>6. Revenue generated</p>
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What are the best practices for writing subject lines in health and wellness emails?<p>For effective subject lines that will appeal to both your existing customers and new subscribers, follow 5 best practices:</p>
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What are the best practices for writing subject lines in health and wellness emails?<p>For effective subject lines that will appeal to both your existing customers and new subscribers, follow 5 best practices:</p>
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<p>1.<strong>Be clear and concise:</strong>Clearly convey the email’s value in a few words.</p>
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<p>1.<strong>Be clear and concise:</strong>Clearly convey the email’s value in a few words.</p>
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<p>2.<strong>Use urgency or curiosity:</strong>Spark interest with urgency or curiosity to encourage opens.</p>
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<p>2.<strong>Use urgency or curiosity:</strong>Spark interest with urgency or curiosity to encourage opens.</p>
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<p>3.<strong>Personalize when possible:</strong>Address subscribers by name for a more personalized touch.</p>
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<p>3.<strong>Personalize when possible:</strong>Address subscribers by name for a more personalized touch.</p>
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<p>4.<strong>A/B test:</strong>Experiment with different subject lines to identify what resonates best.</p>
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<p>4.<strong>A/B test:</strong>Experiment with different subject lines to identify what resonates best.</p>
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