The starting point
This case study is a general case study for our email marketing services, which is offered to many of our aesthetic clinics across the UK & Ireland. Many of our clinics offer a range of treatments, including injectables, skin treatments, device-led treatments and full-face rejuvenation services.
Depending on clinic requirements and activities, many of our email marketing campaigns focus on the following:
- Treatment promotions
- Seasonal campaigns
- Educational sequences
- Patient nurture flows
- Reactivation campaigns
- Launch campaigns
- Clinic updates and event pushes
What were the challenges most clinics face?
Before coming on board with LTF as a DFY client and implementing LTF’s advanced email strategy, many clinics are often sending irregular campaigns, struggling with low engagement, high unsubscribes, inconsistent messaging, and lists that are deteriorating due to years of poor data handling. Deliverability is uncertain, GDPR hygiene is mixed, and conversions are unpredictable.
Their goals:
- Bring email fully up to industry best practice
- Grow revenue and conversions from email marketing
- Improve consent, compliance and deliverability
- Increase nurtured patient demand for high-value treatments
- Build a predictable, scalable email engine
Risks and challenges without support:
- Low open rates due to outdated lists and poor subject-line strategy resulting in loss of engagement
- High unsubscribe and spam complaint rates, damaging deliverability
- Irregular sending, leading to cold lists and poor performance, resulting in expensive reliance on paid media
- Lack of a structured content strategy aligned with patient journeys
- Weak GDPR/data hygiene, affecting permissions and inbox placement
- Missed revenue opportunities to upsell, rebook, and reactivate patients from email, despite it being one of the highest ROI channels
The treatment plan
To transform email into one of the most reliable, scalable, high-performing channels across all LTF clinics. We focus on improved deliverability, better content, stronger segmentation, and consistent sending.
Quick wins
- Cleaned databases and removed harmful contacts
- Improve subject line strategy and content templates
- Standardise brand voice and messaging
- Repair deliverability issues
- Introduce segmentation by interest, LTV, and behaviour
The long-term plan
- Monthly content calendars
- Treatment-specific nurture flows
- High-performing seasonal campaigns
- GDPR-compliant list growth mechanisms
- Continuous A/B testing
- Automated reactivation, upsell, and booking sequences
How it was rolled out
Email marketing is implemented as an always-on channel, with weekly campaigns and automated flows running alongside. LTF take full ownership, from planning to execution and ensuring every message is aligned, compliant, and optimised for performance.
LTF’s email programme delivers industry-beating results across all major metrics.
- 49–72% open rate across clinics
More than double the aesthetic industry benchmark (20.83%) - 82% reduction in spam complaints
Cleaner data = stronger inbox placement - 45% reduction in unsubscribes
Audience are aligned, nurtured, and engaged - 1,000,000+ emails delivered in 2025
Higher volume with higher engagement = best year to date - Unique opens more than doubled YoY on Mailchimp
- Highest channel stability ever recorded across clinics
- Best data hygiene to date
Compliance, consent, segmentation and deliverability all improved - +28.17% point open rate uplift over benchmark
Industry-busting performance - Click rates remained stable despite significantly higher send volume
Scaling without sacrificing quality
Email is now one of our strongest and most reliable channels. We’re seeing higher engagement, and a noticeable increase in bookings from patients who are genuinely interested in our clients’ treatments.
General email open rates across all DFY clients from 2024 to 2025.
General spam complaints across all DFY clients from 2024 to 2025.
General open rates from LTF Digital email campaigns compared to the industry benchmark.
Building Momentum
Email has now become a predictable, high-ROI channel for clinics. Moving forward, LTF will continue developing:
- Advanced automations for patient journey mapping
- Behaviour-based triggers and personalised content
- Further list segmentation based on treatment categories and LTV
- Integrated email + paid media + website conversion funnels
- Enhanced reporting dashboards
With cleaner data, stronger engagement, and industry-leading open rates, email is now one of the most powerful revenue drivers across the LTF clinic network.
