Email and CRM are the most under-invested channels in aesthetic marketing — and the most profitable when done right. Lifecycle flows, win-back sequences, and a CRM that actually knows your patients.
The average med spa has thousands of past patients in their PM system who haven't been meaningfully contacted in over a year. That database is, by a wide margin, the cheapest, fastest, and highest-converting source of bookings available — if anyone treats it that way.
We treat it that way. Editorial newsletters that patients actually read, lifecycle flows that recover the consults that didn't book, win-back sequences that bring lapsed patients back without sounding desperate.
A 5-email sequence that turns first-time bookers into repeat patients — and arms them with the language to refer their friends.
For leads who started a booking and didn't finish. Recovers 18–24% of abandoners on average without ever feeling like spam.
Triggered by procedure type — aftercare instructions, check-in messages, and a thoughtful prompt for the next-most-common follow-up service.
For patients who haven't booked in 90, 180, 365 days. Different message, different cadence, different offer.
Once a month. Treatment education, behind-the-scenes, founder voice. The kind of email patients actually open.
Database cleanup, tagging, and segmentation so every send goes to the right people. Most agencies skip this. It's the whole game.
Email infrastructure isn't glamorous, but skipping the foundation work is why most practices' email never produces. Here's how we do it right.
We audit your current platform, clean the database, set up segmentation, and write the strategy doc — which flows go live in what order, what offers map to what audiences, what the editorial newsletter actually says.
Editorial email design system built. Welcome sequence, consult recovery, and post-treatment flows go live first — these are the highest-leverage flows for almost every practice.
Win-back sequences built and tested. First editorial newsletter ships. By the end of week 6, the full program is running and we shift into ongoing optimization.
Monthly editorial newsletter. Quarterly flow audits. A/B testing on subject lines, send times, and offers. Reporting tied directly to bookings, not opens.
Benchmarks across the last year of email retainers. The numbers feel almost too good — and that's exactly because email is so under-invested in this category.
Klaviyo for most clients (best-in-class editorial design, segmentation, and reporting). HubSpot or GoHighLevel where the practice already lives there. We don't recommend Mailchimp for serious aesthetic-practice email — the tooling is too limited.
One editorial newsletter per month, plus all triggered flows. Most practices over-email or under-email; the cadence we recommend keeps unsubscribe rates below 0.3% while producing the booking volume.
We write them. Every word, every subject line. Your medical lead reviews anything clinical. You stay in voice without writing the drafts.
It probably is. Most are. Database hygiene is part of the engagement — we expect it, plan for it, and price it in.
Send us a CSV export of your last year of patients, and we'll show you a back-of-the-envelope estimate of the bookings sitting in there waiting to be reactivated.
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