Black Friday Sequence for Spas Email Guide
Why Black Friday Sequence Emails Fail for Spas (And How to Fix Them)
Your spa calendar looks full, but your revenue isn't quite where you want it to be. Many spa owners feel the pressure of the holiday season.
You know clients are looking for gifts and self-care, but cutting through the noise to capture their attention feels like a constant battle. A single social post or a generic email often gets lost in the holiday rush.
That's where a strategic Black Friday email sequence becomes your most powerful tool. It's not just about offering a discount; it's about building excitement, showcasing the unique value of your services, and guiding clients directly to your booking page.
This approach ensures your special offers don't just exist, they convert. The templates below are designed to do exactly that.
They're crafted to move your audience from casual browser to booked client, turning holiday interest into tangible results for your spa.
The Complete 5-Email Black Friday Sequence for Spas
As a spa, your clients trust your recommendations. This 5-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Early Bird
Tease the sale before it starts
Hi [First Name],
Your clients are already thinking about holiday gifts and self-care. I've been working on something truly special for our valued clients this Black Friday.
It's more than just a discount; it's an opportunity to experience our most sought-after services or gift pure relaxation. Not random deals you see everywhere.
Not a watered-down offer. The real solutions.
The deep relaxation. The rejuvenating treatments your clients deserve.
It's almost ready. Next [DAY], I'm revealing an exclusive Black Friday offer designed to help you or your loved ones find peace and pampering.
I'll share the full details soon. But I wanted you to hear about it first.
Stay tuned.
Best, [YOUR NAME]
This email uses the "scarcity of information" principle to create curiosity. By hinting at an exclusive offer without revealing details, it makes the reader feel like an insider, building anticipation and ensuring they look out for the next email. It taps into the human desire for special access.
The Reveal
Announce the full Black Friday offer
Hi [First Name],
The wait is over. Our exclusive Black Friday offer is now live, designed to bring deep relaxation and rejuvenation into your life or the lives of those you cherish.
This isn't just a sale; it's an invitation to prioritize well-being during the busiest time of the year. Here’s what you can indulge in: • [SERVICE PACKAGE 1 NAME], [One-line benefit, e.g., melt away stress with our signature massage and facial combo] • [SERVICE PACKAGE 2 NAME], [One-line benefit, e.g., achieve radiant skin with our advanced dermal solutions] • [GIFT CARD OFFER], [Value statement, e.g., give the gift of choice with bonus value on all gift card purchases] Price: [SPECIAL BLACK FRIDAY PRICE] (or [X] gift cards for [Y] price) This special offer runs until [DATE].
It’s the perfect opportunity to treat yourself or find the ideal gift. [CTA: Discover our Black Friday specials →]
Best, [YOUR NAME]
This email uses the "foot-in-the-door" technique by first building anticipation, then delivering the full offer. The clear, scannable format with bullet points for benefits makes the value immediately apparent. The explicit call to action and time-sensitive nature create a sense of urgency, encouraging immediate consideration.
The Reminder
Midday reminder for those who missed it
Hi [First Name],
Did you catch our Black Friday announcement this morning? The holiday season can feel overwhelming, and finding moments for yourself or the perfect thoughtful gift can be a challenge.
We crafted our Black Friday offers specifically to make that easier and more rewarding for you. Imagine gifting a loved one a day of pure bliss, or treating yourself to that much-needed escape.
Our special packages are designed to deliver exactly that, profound relaxation and lasting results. This offer is only available for a limited time.
Don't let the opportunity to secure these exceptional deals for yourself or as gifts slip away. [CTA: See the Black Friday offers before they're gone →]
Best, [YOUR NAME]
This email employs the "scarcity and missed opportunity" principle. By framing it as a reminder, it gently nudges those who might have overlooked the initial announcement, using the fear of missing out (FOMO) without being overly aggressive. It reiterates the core benefit (relaxation, gifting) to re-engage the reader.
The Extended
Weekend extension for hesitaters
Hi [First Name],
We heard you. The Black Friday rush can be intense, and sometimes you need a little more time to make the perfect choice.
Because we value our clients, we're extending our Black Friday offers through the weekend. This is your chance to still secure those incredible deals on our most popular services and gift cards.
Planning a serene escape for yourself or curating thoughtful gifts for loved ones, this extension gives you the breathing room you need without sacrificing the savings. But remember, this extended period won't last forever.
The clock is now ticking towards [NEW EXTENDED DATE/TIME]. [CTA: Claim your extended Black Friday savings →]
Best, [YOUR NAME]
This email uses the "reciprocity" principle, positioning the extension as a favor to the client, thereby building goodwill. It also reintroduces a modified sense of urgency ("won't last forever") after temporarily alleviating it, catering to those who procrastinate or need more time to decide.
The Final Call
Cyber Monday last chance
Hi [First Name],
This is it. The absolute final opportunity to take advantage of our Black Friday and Cyber Monday specials.
The deals you've been considering, the rejuvenating facials, the stress-melting massages, the thoughtfully packaged gift cards, are about to disappear. This is your last chance to invest in well-being at these exceptional prices.
Think about the peace of mind you'll have knowing your holiday gifting is sorted, or the anticipation of your own upcoming spa escape. Don't let this moment pass you by.
The clock runs out tonight at [TIME]. Once these offers are gone, they're gone until next year. [CTA: Final call: Secure your spa specials now →]
Best, [YOUR NAME]
This email uses extreme scarcity and loss aversion. The "final opportunity" framing creates intense urgency, making potential clients focus on what they will lose if they don't act now. It uses strong, direct language to eliminate any further procrastination, driving immediate action.
4 Black Friday Sequence Mistakes Spas Make
| Don't Do This | Do This Instead |
|---|---|
✕ Offering generic discounts on single services. | Curate exclusive holiday packages that combine popular services, offering higher perceived value and encouraging bigger bookings. |
✕ Only promoting Black Friday on social media. | Develop a multi-channel strategy including a dedicated email sequence, in-spa signage, and website banners to reach clients where they are. |
✕ Waiting until Black Friday to announce offers. | Build anticipation with teaser emails and early-bird access for loyal clients, creating excitement before the official launch. |
✕ Not having a clear call to action (CTA) in promotions. | Ensure every communication has a single, prominent, and direct CTA that leads clients straight to booking or purchasing gift cards. |
Black Friday Sequence Timing Guide for Spas
When you send matters as much as what you send.
The Early Bird
Tease the sale before it starts
The Reveal
Announce the full Black Friday offer
The Reminder
Midday reminder for those who missed it
The Extended
Weekend extension for hesitaters
The Final Call
Cyber Monday last chance
Start teasing early, peak on Friday, extend through Cyber Monday.
Customize Black Friday Sequence for Your Spa Specialty
Adapt these templates for your specific industry.
Day Spas
- Highlight 'escape the holiday rush' packages focused on stress relief and quick rejuvenation, like express facials or 60-minute massages.
- Promote gift card bundles with bonus value, positioning them as the perfect, no-stress holiday gift for friends and family.
- Create a 'treat yourself' theme, encouraging clients to book a pre-holiday pampering session to prepare for festivities.
Medical Spas
- Offer 'pre-holiday glow-up' packages combining treatments like hydrafacials, light peels, or injectables, emphasizing aesthetic results for holiday events.
- Focus on gift certificates for consultations or specific advanced treatments, allowing recipients to choose their personalized solution.
- Promote 'maintenance bundles' for existing clients, encouraging them to pre-book their next few sessions at a special holiday rate.
Resort Spas
- Bundle spa services with resort experiences, like a 'retreat and relax' package including a treatment, healthy lunch, and access to resort amenities.
- Target non-guest locals with 'day escape' Black Friday offers, encouraging them to experience the resort's luxury without an overnight stay.
- Highlight couples' packages or group bookings, positioning the spa as a perfect holiday getaway or unique gathering spot.
Wellness Spas
- Create ' wellness journeys' as packages, combining treatments like therapeutic massages, acupuncture, or mindfulness sessions, focusing on long-term well-being.
- Offer gift certificates for wellness consultations or specific modalities, helping recipients to start their personal health journey.
- Emphasize stress reduction and immune boosting services, framing them as essential self-care to handle the busy holiday season.
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