The Challenge

Array Aesthetics had tried managing email marketing in-house, but as the clinic grew, it became too much to keep on top of alongside everything else. So they brought in freelancers and agencies.

The pattern was always the same. Someone would take it on, do the basics, and wait to be told what to send. There was no proactivity. No ideas coming from the marketing side. Just execution of whatever Array asked for, done without much understanding of the treatments or the audience.

Array needed someone who would take full ownership. That meant understanding each treatment properly, coming to the table with ideas, and building email flows that actually reflected how patients move through a clinic - not just sending the odd promotional email.

Our Approach

Before we sent a single email, we did the groundwork. We sent the team at Array multiple documents of detailed questions - covering each treatment, what patients are typically looking for, what concerns they come in with, and how those conversations unfold. We needed to understand the clinic before we could write for it.

From there, we joined the monthly meetings and built a working relationship with the marketing manager. Monthly campaigns weren’t just about pushing treatments - they were tied to what was happening in the clinic that month, what seasonal trends we were seeing, and what the audience was actually engaging with.

We also introduced a different approach to the emails themselves. Rather than every email being a straightforward service promotion, we developed personal-style emails written from the perspective of the doctors and nurses. Something patients could connect with. Informational, high-value, and human - not just a sales push.

Flows: Alongside the campaigns, we built and refined follow-up flows for different treatments. If a patient had been in for a particular treatment, the follow-up emails they received were relevant to that treatment - not generic. This was something Array had wanted to get right for a while but hadn’t had the resource to build properly.

Campaigns: Full autonomy. We come with ideas every month, align with what Megan and the team have going on, and produce copy and design that reflects the clinic’s tone and the expertise of the people in it.

The Result

When we took over in June 2025, the average open rate was 28%. It’s now averaging 58% - a 107% increase. Click rates have moved from 0.7% to 1.9%, a 171% increase.

Those aren’t vanity metrics. Higher open rates mean more of the audience is seeing the content. Higher click rates mean more of that audience is taking action - booking consultations, exploring treatments, coming back to the clinic.

In Q4 2025, Array had their highest grossing quarter in 10 years. That was driven by a combination of factors - a skincare promotion and a Black Friday campaign - but email was at the centre of it. The groundwork we’d been doing since June, building the audience’s trust and keeping the clinic front of mind, meant that when the big promotions landed, the list was warm.

The relationship now works because Megan doesn’t have to manage us. We bring the ideas, we understand the treatments, and we know what the audience responds to. That’s what Array was looking for from the start - someone who’d actually take it off their plate.