How to Grow Your Lash Business with Email

Email marketing has been one of the most consistent growth drivers for Lash Affair since I launched the brand in 2014. While social media algorithms change constantly, email puts you directly in your clients' inboxes, with no gatekeepers and no pay-to-play. Over the years, I've watched lash artists who commit to regular email communication fill their books faster, retain clients longer, and sell significantly more retail products than those who rely on social media alone.

Here's what I've learned about building an email strategy that actually works for lash professionals.

Choose the Right Email Platform for Your Lash Business

Before you write a single email, you need a reliable platform. I recommend starting with a service that's designed for small businesses, such as Klaviyo, Mailchimp, or Flodesk. The key features to look for are easy-to-use templates, automation capabilities (so you can set up welcome sequences and appointment reminders), and the ability to segment your list.

Segmentation is especially important for lash artists. You'll want to separate your clients by service type, such as classic clients, volume clients, and lash lift clients, so you can send targeted recommendations. A volume client might be interested in learning about new lash curl options, while a first-time client needs aftercare education and links to aftercare products.

Build Your Email List the Right Way

The most effective way to build your list is simply asking every client who sits in your chair. Add an email field to your intake form, mention that you send exclusive promotions and lash care tips, and most clients will happily subscribe. You can also collect emails through your website with a simple pop-up offering a discount on their first visit or a free lash care guide.

A few list-building strategies that have worked well for the artists I mentor:

• Referral incentives: offer a discount on fills when clients refer a friend who books and subscribes
• Social media cross-promotion: share a "subscribe for VIP access" link in your Instagram bio
• In-studio signage: a simple card at your station with a QR code linking to your signup form
• Aftercare email sequence: when a new client books, automatically send a welcome email with aftercare tips and product recommendations

What to Send: Content That Keeps Clients Engaged

The biggest mistake I see lash artists make with email is only sending promotional content. If every email is "Book now! 20% off!" your subscribers will tune out fast. Instead, aim for a mix of educational content, personal updates, and occasional promotions.

Here's a content rotation that works well:

• Educational emails: lash care tips, seasonal advice (like protecting extensions in humidity), or answers to common client questions
• Behind-the-scenes content: your training journey, new products you're excited about, or a day in the life of your studio
• Client spotlights: before-and-after transformations (with permission) that showcase your work
• Promotions: keep these to about 20% of your total emails, and always tie them to value (holiday specials, loyalty rewards, new service launches)

Set Up Automated Flows That Work While You Lash

The real power of email marketing is automation. Once you set up these flows, they run in the background while you focus on your clients:

• Welcome sequence: a 3-email series that introduces new subscribers to your brand, shares your story, and offers a first-visit incentive
• Post-appointment follow-up: sent 24 hours after a service with aftercare reminders and a link to your recommended products
• Re-engagement campaign: automatically reaches out to clients who haven't booked in 6+ weeks
• Birthday or anniversary emails: a personal touch that builds loyalty and encourages rebooking

At Lash Affair, our automated email flows are one of our highest-converting channels. The key is making each email feel personal and valuable, not like a mass blast.

Track What Matters and Optimize

Pay attention to your open rates and click-through rates. For the beauty industry, a 20 to 25% open rate is solid, and anything above a 2 to 3% click-through rate means your content is resonating. If your rates drop, experiment with your subject lines, send times, and content mix.

The lash artists I work with who see the best results send at least two emails per month, one educational and one promotional. That cadence keeps you top-of-mind without overwhelming subscribers. Pair your email efforts with great products and excellent service, and you'll build a client base that books consistently and refers their friends.

Frequently Asked Questions

How often should I email my lash clients?

Two to four times per month is the sweet spot for most lash artists. Sending too infrequently means clients forget about you, while daily emails will drive unsubscribes. Start with twice monthly and increase if your engagement metrics stay strong.

What should my first email to new subscribers include?

Your welcome email should introduce who you are, share what makes your lash services unique, and set expectations for what subscribers will receive. Include a clear call-to-action, either a booking link or a special offer for first-time clients. Keep it warm and personal, not salesy.

Do I need a large email list to see results?

No. A list of 100 engaged local clients is far more valuable than 5,000 random followers. Even 50 subscribers who regularly open your emails can keep your books full if you're sending relevant, valuable content. Focus on quality over quantity.

Should I include product recommendations in my emails?

Absolutely. Recommending aftercare products in your follow-up emails is a natural extension of client education. When you frame product recommendations as part of their lash care routine rather than a hard sell, clients appreciate the guidance and you earn additional revenue.