In this day and age, almost all business owners know the value of having an online presence. Beyond this, they also have realized that online marketing is one of the best avenues of marketing. From here, some salon owners have realized that email marketing is essential — but few know how to ensure their hair salon marketing strategies are going to be worth the effort, let alone what to do if their efforts are obviously proving not to be worth it. Do high bounce rates and falling subscription numbers sound familiar?
As a business owner, though, we realize that you probably have a lot more pressing and passion-driven matters to dive into than the specifics of email marketing. That’s why we’ve done the deep diving for you, and we’ve come back up with helpful email marketing tips meant specifically for your salon.
Even the most effective email marketing campaign wouldn’t make a difference or be worth the effort without a list of people to send the emails to. Invest some time and energy into curating the ultimate email contact list. Some simple, efficient ways to start doing this are to:
Ask for your clients’ and customers’ emails after appointments and purchases.
Give clients and customers the ability to sign up for newsletters on your website.
Consider utilizing social media ads to scrape data.
In a sincere and non-salesy way, be sure to mention the benefits of signing up to receive emails from your salon whenever you get the chance.
2. Be Aesthetically Pleasing and Perceivably You
Making a template for your emails is an amazing way to cut down your workload while also creating consistency. In terms of creating an email template that’s aesthetically pleasing, the goal is a clean, minimal design. When it comes to creating an email template that’s perceivably you, the key here is cleanly integrating your brand into this design by incorporating your logos, colors and tone of voice.
Along with this, you’ll want to make sure that your email address itself is up to these standards. If somebody gets an email from a chic and reliable salon supply store, but the address is something unrecognizable and unrelatable, they’re bound to not even bother opening it!
3. Curate the Ultimate Contact List
Even the most effective email marketing campaign wouldn’t make a difference or be worth the effort without a list of people to send the emails to. Invest some time and energy into curating the ultimate email contact list. Some simple, efficient ways to start doing this are to:
Ask for your clients’ and customers’ emails after appointments and purchases.
Give clients and customers the ability to sign up for newsletters on your website.
Consider utilizing social media ads to scrape data.
In a sincere and non-salesy way, be sure to mention the benefits of signing up to receive emails from your salon whenever you get the chance.
Instead of shooting emails out on a frequent schedule that’s making you scrape for new ideas, just hoping to catch somebody’s attention or stick in their subconscious, consider a good content schedule that will actually interest them, make them appreciate you popping up in their inbox and associate you with all the good things. As a salon owner or stylist, you even have options in terms of what type of content you share with contacts — and a lot of it is very valuable!
Educate your clients about the products you carry, processes you do, tools you use and more.
Let your clients in on cool things like the season’s colors, style trends you’re seeing and events you’ve recently attended (salon-related conventions, for example.)
Give your clients special discounts or coupons only offered through a newsletter, or even things like early access to sales.
Update your clients with salon news like relocation, major renovations or welcoming a new salon staff member, as it tends to be incredibly refreshing in a client’s inbox full of sour sales pitches from stores they’ve been to once.
If your salon has a blog, don’t hesitate to utilize the quality content you already have as an incredible source of ready-made content! Linking out to a blog post is the perfect way to promote your content through another channel and the perfect way to get people over to your website.
To open the email or not to open the email… The subject line is the real question. Going heavy on the exclamation marks, capitals, implausible claims and the word “free” are often detected (either by machine or by a human) as spam, so don’t discourage your delivery rates with them! Keep the subject short (50 characters or less), friendly and intriguing for improved results. Along with this, using an emoji or two — while frowned upon years ago — is a proven option to get contacts to open your emails.
6. Always Use Some Sort of CTA
Suppose somebody gives your email the time of day and enjoys it. What do you want them to do next? Follow you on Instagram? Book an appointment? Make sure that every email always has a call-to-action and make sure that it’s as easy as possible for the reader to follow through with (having your call-to-action presented in button form is always recommended, as is having an easily accessible link to click and call.)
Don’t Sweat the Small Stuff (Automate It Instead!)
Email marketing takes a ton of time, an exceptional amount of effort, an analytical approach and creative craftsmanship — and that’s why it’s important to be as efficient as you can, whenever you can. Never forget that there are tools and talent out there meant specifically to help your salon!
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