Email Sequence: Client Appreciation Week

Email Funnel

CLIENT: Moonstone Skin & Body Care

CHALLENGE: To drive clientele to the spa mid Fall season, so the idea for a Client Appreciation Week was conceived, similar to how retail brands provide Friends & Family week discounts late October and early November. Generating excitement and awareness to this promotion was then needed to drive clients back to the spa.

SOLUTION: In tandem with a social media campaign, I ran a two-email sequence with clear conversion goals:

  • Intro Email (Announcement) – Introduced the promotion, created urgency, and previewed the value of the upcoming offers (Email 1: Oct 12).

  • Closing Reminder Email – Final push on last day with softened CTA (“Thanks to you...”), designed to convert lingering interest (Email 2: Oct 27).

This type of mini-sequence is common among luxury and DTC brands looking to drive end-of-month or seasonal revenue without over-emailing their list.

What I Delivered:

  • Copy for both emails

  • Call-to-action clarity for service package customization

  • Subject lines that sparked curiosity and gratitude (“Client Appreciation Week – Discounted Packages Oct 25-28 only!”)

  • Tone alignment with an elevated, client-first brand voice

  • Integrated messaging across Instagram, Facebook, blog and email newsletter

RESULTS:

  • 133% growth in monthly revenue

  • 50% increase in Instagram reach

  • 131% increase in Facebook page visits

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