Hey lash bestie!
Let’s talk about the marketing tool that’s low effort, high reward: Email. If you think it’s outdated, think again. Email lands directly in your clients’ inboxes, where your message doesn’t have to compete with TikToks or trending audios, or be on social media 24/7
Let’s break down what to send and when! Here are 5 types of emails every lash artist should have in rotation:
- Appointment Reminders
Most booking systems do this automatically, but adding a personal touch, like a quick note or skincare tip will set you apart.
“Hey love! Just a friendly reminder about your lash appointment this Thursday at 2PM. Can’t wait to see you! P.S. Come with clean lashes, your retention will thank you.”
- Last-Minute Openings
Had a cancellation? Email your list before posting to stories.
Subject: “A rare lash spot just opened up…”
“I’ve got a last-minute opening this Friday at 10AM, first to reply gets it!”
- Monthly Newsletters
This is where you build the relationship. Share what’s new in your biz, lash care tips, promotions, or even a little behind-the-scenes.
“March News: New Lash Cleanser in Stock + My Fav Coffee Right Now”
Keep it short, visual, and don’t be afraid to write how you speak.
- Exclusive Offers for Your Email List
Make them feel like a VIP. Maybe it’s early access to your holiday promo, a free add-on, or a secret discount.
“Only for my email fam: Book a full set this week, get a free lash bath kit.”
- Education + Aftercare Reminders
Set up a quick post-appointment email with lash care tips. This builds trust and helps your retention too.
“Thanks for visiting! Here’s your lash aftercare checklist, your next fill will thank you!”
When to Send: Timing Tips
- Weekly or bi-weekly: If you’re consistent with content (like newsletters or offers).
- Monthly: Perfect if you’re just starting out and want to stay top-of-mind.
- Right away: Send time-sensitive emails (like openings) as soon as possible.
Pro Tip: Tuesdays–Thursdays, late morning or early afternoon, tend to get the best open rates.
Build Your List the Easy Way
If you’re thinking, “But I don’t have a list…” start now, no stress.
- Add a simple opt-in form to your booking page or website.
- Offer a tiny incentive: “Sign up for updates + get 10% off your next service.”
- Use your intake form to collect emails (with permission)
You Don’t Need to Be a Copywriter
Your clients want to hear from you. Keep it real, keep it helpful, and imagine you’re writing to your favorite regular. Don’t overthink it. Short, kind, and consistent wins.
With love,
The American Lash Association
