You need to have an engaged and loyal clientele if you expect to have a thriving salon business. However, it’s not easy to stay in touch with those clients after they leave the salon. Moreover, reaching new prospective clients is an ongoing challenge.
Salon owners have many hats to wear. In fact, you are likely a top producer doing services. As a result, it’s difficult to constantly reach out to clients with a personal touch. You simply don’t have enough time.
The perfect solution is to start using salon email marketing and create a great salon newsletter. That’s right, a good old fashioned email marketing monthly newsletter.
What is Salon Email Marketing?
Salon email marketing is an excellent online communication tool for salons, spas and beauty professionals. It is the most consistent way to speak with your clients without physically being there. It’s an amazing automation tool that will keep your salon clients engaged and thinking about your salon. Salon email marketing works incredibly well, and as a result, it’s one of the best tools you can use in your salon business.
It’s important to understand the key concepts of salon email marketing. In fact, this post will lay out all the fundamentals. Afterwards, you will have a clear picture of the most important strategies to build a fully engaged list of salon clients. You will also get an overview of how to create a monthly salon newsletter to build the buzz even further.
Why is Salon Email Marketing So Important?
Many salon owners only using social media to build their fans and followers. But most don’t realize the majority of followers never see your posts. In fact, it’s actually a very small percentage.
However, savvy owners realize the power of email marketing to reach their clients. They have learned that email allows them to be more focused on their message. In fact, they are able to include more content and have better engagement.
Salon emails give you excellent control on your marketing efforts. You have complete ownership of your email list. This detail is so important because you don’t have to worry about third party platforms making changes that negatively effect your list.
How Do Most Salons Use Email?
Most salon owners use email for basic things like confirming appointments. They also send emails to notify clients about changes going on in the salon. For instance, they will email about staff changes, holiday closings, and basic updates happening at the salon.
This type of email is often sent directly from your salon software. Even the most basic salon software will provide this functionality and it’s a good way to communicate basic information.
But this is not true salon email marketing. In fact, this is not going to build client engagement. Basic emailing like that doesn’t encourage people to learn more about your salon and your vision. Therefore, in this article we are going to focus on creating excitement and building your clientele.
What Salon Email Platform Should I Use?
We always suggest using an email platform which is separate from your salon software. A good email service will provide many benefits you won’t get with your salon software. For example, There are many good platforms with powerful online marketing tools. These products will allow you to create email campaigns like a pro. You’ll also be able to create engaging newsletters, promote a sale, or launch a new product. And do it all from one place.
One of the most trusted and popular platforms is Constant Contact. It comes with a robust set of tools perfect for salons and spas. Click here to get a free trial to test it out and see if it’s for you.
To learn more about salon branding, I recommend you read our atrticle on the best way to build a brand and attract more beauty salon clients.
Salon Branding – How to Build Your Beauty Business Brand
Now, once you are set up with a good email and newsletter platform it will be time to kick off your salon email marketing strategy. Here is a list of strategies to help you take your efforts to the next level.
Salon Email List Basics
You should always be working on building your mailing list. It will allow you to develop loyal readers of your newsletter and a following of current and future clients. Here are four common ways to get new readers:
- Get clients emails when they show up for their appointment
- Capture emails on your website thru an offer or gift
- Use Instagram to give them an offer or gift (article)
- Try using Facebook ads to capture new prospective client (article)
Sending Your Salon Emails
Here are some best practices once you begin sending emails to your list. Almost all these tips are easy to do, especially if you use a good email platform like Constant Contact.
- Create engaging subject lines to your emails
- Follow a consistent schedule to your emails so readers get in the habit of reading them. Every 2 or 3 weeks is a good start.
- Always send good emails with valuable content
- Don’t over-promote your salon and offers
- Create a simple design to your emails
- Go light on fancy banners and ad style images (don’t look spammy)
- Google will send spammy emails to promotions and you’ll miss getting into your reader’s inbox
- Personalize the your salon emails with the reader’s first name
- Discuss seasonal trends and ideas (like holiday promotions & events)
- Welcome new staff members
- Share staff achievements & personal accomplishments
- Feature a Client of the month with a photoshoot (article)
In Summary
Salon email marketing is a great way to build a loyal following and create ongoing communication with your clients. For a very small investment of time and money you can have an extra strategy to grow your business.
If you haven’t already, give Constant Contact a try with this free trial. They have so many email templates and online productivity tools to get you started in no time at all.
Check our Library of Articles for more tips on building a successful salon business.