Onboarding Sequence for Spas Email Guide
Why Onboarding Sequence Emails Fail for Spas (And How to Fix Them)
A new client books their first service, excited. Then they arrive, feeling confused about what to do next or even who to talk to.
Many spa owners experience a similar scenario: the initial excitement of a new booking quickly fades into a less-than-stellar first impression. Without a clear pathway, clients can feel adrift, unsure of how to maximize their visit or even what to expect next.
This early confusion can silently erode trust and make it harder to build a lasting relationship, leading to missed opportunities for repeat business and referrals. An effective onboarding sequence transforms that uncertainty into a seamless, luxurious experience.
It guides your clients from their initial booking through their first treatment and beyond, ensuring they feel welcomed, informed, and truly cared for. This proactive approach not only improves their experience but also positions your spa as a professional haven of relaxation and expertise, setting the stage for deep client loyalty and sustained growth.
The templates below are designed to create that exceptional first impression. They're structured to move your clients from 'first-time visitor' to 'loyal advocate' without sounding pushy or overwhelming.
The Complete 5-Email Onboarding 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 Welcome
Celebrate their decision and set expectations
Hi [First Name],
Welcome to [SPA NAME], we're so thrilled you've chosen us for your wellness journey. We know you're looking forward to unwinding and rejuvenation, and we're here to ensure every moment with us is exceptional.
To make your first visit as smooth as possible, we recommend arriving 15 minutes early to complete any necessary paperwork and enjoy a refreshing beverage in our lounge. Our team will be ready to greet you and guide you through your experience.
You're in for a treat. We can't wait to help you discover a new level of calm and care.
Best, [YOUR NAME]
This email uses the 'peak-end rule' by starting with excitement and ending on a high note. It reduces anxiety by providing clear, practical steps, making the client feel prepared and valued before they even arrive. It also subtly reinforces the spa's brand as a place of luxury and care.
The Quick Start
Give them the fastest path to their first win
Hi [First Name],
Preparing for your spa visit should be as relaxing as the visit itself. To ensure you get the most from your upcoming massage, here are a few simple recommendations.
Hydrate well the day before, avoid heavy meals, and be ready to share any specific concerns or preferences with your therapist. This small preparation makes a big difference, allowing your therapist to tailor the experience precisely to your needs and goals.
Our goal is for you to leave feeling completely renewed and refreshed. We’ve taken care of all the details, so you don't have to.
Best, [YOUR NAME]
This email uses the 'endowment effect' by encouraging the client to invest a small amount of effort upfront, increasing their perceived ownership and value of the upcoming experience. It also establishes the spa as an expert, guiding the client towards a better outcome and building anticipation for a personalized service.
The Support Check
Ask if they need help and prevent early drop-off
Hi [First Name],
As your appointment approaches, we want to make sure you feel entirely ready and excited for your time with us. Do you have any questions about your scheduled service, directions to our location, or perhaps what to expect during your first visit?
We understand new experiences can sometimes bring a few unknowns, and our team is here to provide any clarity you might need. Simply reply to this email, or give us a call at [PHONE NUMBER].
We're happy to assist you in any way we can.
Best, [YOUR NAME]
This email employs the 'reciprocity principle' by offering unsolicited help, which can build a sense of obligation and trust in the client. By proactively addressing potential anxieties, it reduces friction and demonstrates genuine care, increasing the likelihood of a positive first experience and preventing no-shows or early dissatisfaction.
The Deep Dive
Introduce advanced features or next steps
Hi [First Name],
We hope you left your recent visit feeling refreshed and renewed. That feeling doesn't have to be fleeting.
Many of our clients find that pairing their facial with complementary treatments, like a microdermabrasion or a specialized mask, deepens their results and extends their sense of well-being. We also offer personalized wellness plans and exclusive membership options designed to help you maintain your glow and make self-care a regular part of your routine.
These programs often include special pricing and priority booking. Explore how you can continue your journey with us and improve your self-care ritual.
Our concierge team is available to discuss your personalized options.
Best, [YOUR NAME]
This email uses the 'foot-in-the-door' technique by building on a positive initial experience to introduce larger commitments or additional services. It uses the client's recent satisfaction to suggest natural next steps, framing them as a logical extension of their wellness journey rather than an upsell, thereby increasing the perceived value of continued engagement.
The Success Path
Point them toward long-term success and results
Hi [First Name],
At [SPA NAME], we believe true well-being is a journey, not a destination. We're committed to being your partner every step of the way.
Imagine consistently feeling that sense of calm and rejuvenation you experienced during your last visit. Regular self-care, tailored to your unique needs, is the key to maintaining that balance and achieving lasting results.
We invite you to explore our loyalty program, where your commitment to self-care is rewarded with exclusive benefits, special offers, and priority access to new treatments. It's our way of thanking you for making us a part of your routine.
Let us help you cultivate a lifestyle of consistent care and profound relaxation. We're here to support your journey to your best self.
Best, [YOUR NAME]
This email taps into the 'consistency principle,' encouraging clients to align their future actions with their past positive experiences at the spa. By framing ongoing engagement as part of a 'journey' and offering a loyalty program, it reinforces their identity as someone committed to self-care and provides a clear incentive for repeat business, building long-term client retention.
4 Onboarding Sequence Mistakes Spas Make
| Don't Do This | Do This Instead |
|---|---|
✕ Overwhelming new clients with too much information or too many upsells on their first visit. | Focus on a single, exceptional first experience and follow up with tailored recommendations later. |
✕ Not clearly communicating pre-appointment instructions or what to expect. | Send a series of welcoming emails that gently guide clients through preparation and arrival. |
✕ Treating all clients the same, without acknowledging their unique needs or previous experiences. | Use intake forms and therapist consultations to personalize every aspect of the service. |
✕ Failing to follow up after a client's first visit. | Send a thank-you email, ask for feedback, and subtly suggest next steps for continued wellness. |
Onboarding Sequence Timing Guide for Spas
When you send matters as much as what you send.
The Welcome
Celebrate their decision and set expectations
The Quick Start
Give them the fastest path to their first win
The Support Check
Ask if they need help and prevent early drop-off
The Deep Dive
Introduce advanced features or next steps
The Success Path
Point them toward long-term success and results
Start immediately after purchase and continue through the first 1-2 weeks.
Customize Onboarding Sequence for Your Spa Specialty
Adapt these templates for your specific industry.
Day Spas
- Emphasize local convenience and a quick escape from daily stress.
- Highlight package deals for a full 'day' experience.
- Focus on accessibility for regular self-care routines.
Medical Spas
- Stress professional expertise, certifications, and results-driven treatments.
- Offer detailed consultations and transparent explanations of procedures.
- Focus on the science and technology behind their solutions.
Resort Spas
- Promote the immersive, luxurious, and escapist atmosphere.
- Integrate spa experiences with other resort amenities (e.g., dining, activities).
- Highlight unique, destination-specific treatments.
Wellness Spas
- Focus on health, mindfulness, and long-term well-being.
- Offer workshops, classes, or retreats alongside treatments.
- Emphasize personalized wellness plans and educational components.
Ready to Save Hours?
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