How Elite Spa Group Builds Connection, One Guest at a Time

For Lindsay Moore, founder and CEO of Elite Spa Group in Ontario, great service starts long before a guest walks through the door. With Constant Contact, she’s turned that belief into action — building stronger connections, staying consistent, and growing her community with ease.

Lindsay Moore didn’t always plan to run a spa business. She was originally in school for hairdressing when the aesthetics program running next door caught her eye. 

“The entire time I was in the hair program, I was very curious of what was going on next door, to the point where I started to lose interest in the hair end of things and really felt my calling was the spa end of things,” she says.

When hair school ended, she followed that curiosity right back to the classroom to study aesthetics. That decision would set the foundation for everything that came next, including several years spent working in hotel spas. 

“I was more interested in the daily running of the operations,” Lindsay recalls. “I wasn’t just interested in the treatments themselves. I couldn’t help but get involved with fixing things and implementing things and sorting out solutions for problems that happened on the regular.”

That drive led to her first big leap: taking the reins of an existing small business. 

“I just took a leap of faith and it worked. I’ve never been afraid of a little bit of hard work, and so that’s gotten me to where I am today.”

Building a brand around experience

Today, Elite Spa Group is known for its warm, personal approach to luxury spa services. 

“One of our core values is consistency, and deep-rooted commitment to guest experience,” Lindsay says. “I think offering a superior guest experience is a bit of a lost art, and it’s something that I’m hyper-focused on.”

That focus starts long before guests step inside. “The guest experience starts the moment they find you on your website — it’s not the moment they walk in the door,” she explains.

Every detail, from communication to tone, reflects Lindsay’s belief that care and consistency are what set a business (and in particular, her business) apart.

“We’re kind of like an all-knowing guest information service centre,” she says. “So when somebody asks a question, it’s not, ‘I don’t know,’ it’s, ‘You know what, I’m not sure, but I’m going to find out.’”

It’s a mindset she applies to everything, including marketing. 

Finding her rhythm with Constant Contact

Like many small business owners, Lindsay wears many hats. But when it came to marketing, she admits it took some experimenting. 

“We do a lot of email marketing that I’ve kind of reignited in the last year and a half or so,” she says. “For a while, it was like, I don’t know if I’m doing this right … But about a year and a half ago, it just dawned on me to keep doing it and stay consistent. You get better at these things as you’re going.”

That consistency paid off. 

“Email marketing is one of the things that I try to prioritize and it really works,” she says. “And then the great feedback when a client says, ‘Oh I read your email,’ or ‘I heard you hired somebody.’ It’s not just about promotions or new products. It’s us talking to people.”

Constant Contact became her go-to tool to make that easier, with everything coming together “beautifully.” 

“It was so user-friendly, and just enjoyable to do.”

She also loves how accessible it is. 

“It just makes everything so easy. It makes me enjoy spending a day creating. And then I can set it and forget it.”

Even when a hiccup comes up, support is easy to access and quick to resolve.

“Any time I’ve had to call support, there’s a person on the other end of the line, and they’ve always been so helpful and kind,” she says. “It’s not press one for this, and then press zero to skip it all and get hung up on. It is a real business that is helping real businesses accomplish something that doesn’t come naturally.”

Now, Lindsay uses Constant Contact to manage her email campaigns and social media from one place. Her favourite feature? The scheduler. 

“I can create posts in there. I can create emails in there. I can do so much,” she says. “And now that the AI is in there, it’s given me hours of my life back.”

Connection that delivers results

For Lindsay, all the effort she’s put into staying consistent and authentic has started to show in real, measurable ways. Her audience isn’t just growing, they’re engaging. 

In the past year, her email list has grown nearly 5%, from 2,890 to over 3,000 subscribers. But more than the numbers, it’s the response that tells her she’s on the right track. 

“I know my guests are opening the emails,” she says. “Because what I’m putting out there, I’m hearing about it after the fact. Just the other day, someone said, ‘I saw your email — did you hire yet?’ and I’m like, ‘No, we’re still looking!’ That kind of thing. It’s an important way to maintain community.”

Her emails consistently see an open rate of 48%, well above the industry average. 

“When you have more information, the better set up you are,” Lindsay explains. “So when I get an email that has been opened quite a bit, I actually go back, look at it, and try to figure out what it was about that email that made somebody open it more than another one.”

And new subscribers are joining with ease. By linking a landing page from her website and using a signup form on Linktree, Lindsay’s seeing conversion rates over 90% — proof that her audience wants to hear from her. A simple automated welcome sequence makes sure every new subscriber feels personally greeted right from the start. 

“Being able to use something so reliable and dependable, like Constant Contact, to not only share what I do in the treatment room, but to communicate more easily with my audience — that’s been essential,” Lindsay says. “It lets me focus on what actually moves the needle and grows the business.”

Constant Contact has become a quiet partner in her success, helping her refine her messaging, stay visible, and strengthen connection with her community. 

“It is the bloodline that I depend on to connect with my community. It really is. It does everything. It does so much more than even I use it for,” she says.

Advice for other entrepreneurs

Looking back, Lindsay credits her success to hard work, consistency, and courage — not perfection. 

“Just start,” she says. “I know that’s easier said than done, but don’t overthink it. You can iterate, and you can change. You’re not stuck.”

Her message for other small business owners is clear: stay true to yourself, and try not to focus on what others are doing. 

“Don’t do it on anyone else’s timeline. You’ve got more time than you think. Slow down, ask the tough questions, and don’t be afraid to doubt things. In your gut, you’ll know if it’s a good fit — and don’t try to force a square peg into a round hole.”

And when it comes to technology and marketing? 

“I’ve stuck with Constant Contact because of how easy it is,” Lindsay says. “I am not a marketer. I am an entrepreneur. I am an aesthetician. I’m a lot of things, but I’m not a marketer. I’m a good communicator, and this just provides me with a really simple, dependable, user-friendly platform. It never calls in sick. It always sends out posts. It always does what I ask it to.”

For Lindsay, that’s what it’s all about — connection, care, and consistency. And with Constant Contact by her side, she’s free to focus on what she does best: creating unforgettable experiences, one guest at a time.