Featuring Jen Goff, Email Marketing Expert

In this episode, Allyson sits down with email marketing expert Jen Goff to break down how solo estheticians and beauty professionals can attract clients without relying solely on social media.

This conversation walks through how an automated email funnel works, why most beauty businesses leave money on the table by avoiding email marketing, and how to build relationships that turn into bookings and sales on autopilot.

Why Email Marketing Matters
Email marketing delivers up to 40x higher ROI than social media and remains the highest-converting platform for service-based businesses. Many beauty professionals miss out on $500 to $5,000 per month simply by not having an email system in place.

The Client Attraction Email Funnel
Jen breaks the funnel into three simple, repeatable steps that work in the background of your business.

1. Lead Magnet + Opt-In Form
A lead magnet is a valuable freebie offered in exchange for an email address. This could be a guide, quiz, complimentary consultation, or educational resource. The goal is trust, not heavy discounts. Website visitors are already warm leads and email allows you to continue the relationship instead of losing them.

2. Automated Welcome Sequence
A short series of 3–5 emails that introduce your brand, deliver the lead magnet, and build trust. This sequence nurtures potential clients before they ever book, creating connection before conversion.

3. Weekly Newsletters for Conversion
Newsletters keep you top of mind and create consistent bookings and sales. These emails should be strategic, personal, and consistent. Even bi-weekly emails are a strong starting point if weekly feels overwhelming.

Common Email Marketing Mistakes to Avoid
Only emailing during sales
Sending one email and disappearing for months
Using generic AI-written emails with no personality or brand voice

Automation = Freedom
An automated email system works while you are in the treatment room, with your family, or sleeping. Once set up, it becomes a powerful, repeatable system that supports long-term growth.

Jen is giving away newsletter templates pulled directly from her membership, The Email Vault. These templates are designed to help beauty professionals connect, convert, and stay consistent without overthinking email content.

Jen Goff is an email marketing expert and mentor, former licensed cosmetologist, and former celebrity hair, makeup, and spray tan artist. She now helps beauty, wellness, and service-based businesses build profitable email systems that attract and retain clients.

Free newsletter templates from The Email Vault
Jen Goff’s Email Vault Membership ($19/month)
Glow Boss Beauty Pros Facebook Group

Visibility gets attention.
Systems turn attention into income.

Email marketing is not optional if you want predictable, sustainable growth in your business.