We all know that maintaining a strong relationship with our clients is crucial for the success of a salon. It is the core of what we do as service providers - creating and nurturing relationships. And one of the most effective ways to achieve this is through a well-planned email marketing strategy. Email allows us to be in our clients mind even when they’re not in the salon.
And just like social media content, I have salon owners saying to me on a regular basis ‘I don’t know what to say’ or ‘I don’t have any interesting news’, which is fine, because a well crafted email strategy will write itself - using prompts and queues from our salon interactions (and our clients life’s) is the easiest way to generate content for your emails.
Here are five types of emails that form the foundation of an email marketing strategy that every salon should be utilising to keep clients engaged and coming back for more.
1. Welcome Email
A welcome email is the first interaction a new subscriber, and potential new client has with your salon. It sets the tone for your future relationship and gives you the opportunity to make a strong first impression. This email is your chance to introduce your salon, share your story, and highlight what makes your services unique. Including an incentive, such as a discount or a free service, can encourage new clients to book their first appointment, reducing the barrier to entry and helping them experience your salon's services firsthand.
The welcome email should be warm and inviting, reflecting the atmosphere of your salon. It should contain:
- A brief introduction to your salon, including its history and values.
- An overview of the services you offer.
- A special welcome offer (e.g., "Enjoy 20% off your first service with us!").
- Contact information and links to your social media pages to encourage further engagement.
Example:
"Welcome to [Salon Name]! We’re thrilled to have you. Here’s a special 20% off your first service as a thank you for joining our community. Our salon prides itself on [unique selling points], and we can’t wait for you to experience it."
2. Appointment Reminders
Appointment reminder emails play a crucial role in reducing no-shows and ensuring that clients are prepared for their appointments. These emails demonstrate your professionalism and attention to detail, which can enhance your clients’ perception of your salon.
An effective appointment reminder email should:
- Be sent 24-48 hours before the appointment.
- Include the appointment date, time, and location.
- Provide any pre-appointment instructions that may important, such as: "Please arrive 10 minutes early" or "Parking is available a XYZ location".
- Offer a quick way to reschedule or cancel if necessary.
Example:
"Hi [Client Name], just a friendly reminder of your upcoming appointment at [Salon Name] on [Date] at [Time]. Please let us know if you need to reschedule. We look forward to seeing you!"
3. Post Appointment Thank You Email
Sending a thank you email after an appointment shows appreciation and can significantly enhance client satisfaction and loyalty. This email also provides an opportunity to request feedback, offer post treatment advice and encourage rebooking, turning a one-time client into a repeat customer.
A well-crafted thank you email should:
- Express genuine gratitude for the client’s visit.
- Ask for feedback to help improve your services.
- Provide any specific post-care information related to your services.
- Include a call to action for rebooking, possibly with an small incentive for future business.
Example:
"Thank you for visiting [Salon Name], [Client Name]! We hope you enjoyed your service with us. Post-care products such as [product recommendation] will ensure the longevity of you [result], please reach out to us directly if you would like any further post-care guidance. We’d appreciate your feedback to help us improve our service, so please do not hesitate to reply to this email if you have any concerns or congratulations for us! Book your next appointment within the next two weeks and enjoy a 10% discount!"
4. Newsletter
Regular newsletters keep your clients informed about salon news, new services, promotions, and beauty tips. And I know hoe many salon owners dread the 'newsletter' that they have to write, but this consistent communication helps maintain engagement, keeping your salon top-of-mind and fostering a sense of community among your clients.
Your newsletter should:
- Be sent on a consistent schedule (e.g., monthly, bi-weekly or weekly). It doesn't have to every day, but it does have to be consistent!
- Include a mix of content such as salon updates, promotions, client testimonials, 'hot takes', links back to your most recent social content and even beauty tips or tutorials.
- Feature engaging visuals and a clear, concise writing style that is in-line with your brand's visual aesthetic and tone of voice.
- Include links to your social media profiles and website to drive additional engagement.
5. The Client Birthday Email
Everyone loves being remembered on their special day (or, if you're like me, their special week 😉) Sending a personalised birthday email with a special offer can delight your clients and foster loyalty. It shows that you care about them as individuals, not just as customers.
A birthday email should:
- Be personalised with the client’s name (obviously)
- Include a warm birthday greeting.
- Offer a special birthday treat (like a complimentary service, or free product).
- Encourage the client to book an appointment to redeem their gift.
Example:
"Happy Birthday, [Client Name]! We at [Salon Name] take birthday's very seriously - it's the one day of the year where EVERYTHING is about you. It's a time to celebrate and indulge in the finer things in life and treat 'yo self!
We would love to help you celebrate your special day, and would like to extend a gift of a [complimentary service] when you book any [accompanying service] within the [timeframe].
We can't wait to see you in salon and hope that we can take care of you on what we like to call 'National Day of [Client Name]', so please do not hesitate to reply to this email with the date and time you would like to come in to the salon, or if it's easier please call us on [phone number].Wishing you a wonderful year ahead!
- The team at [Salon Name]
To conclude everything here: your salon's email list is a gold mine of bookings and potential revenue for your business. It costs you nothing to email your exisiting clients who already have a relationship with you, where as other marketing channels such as social media ads are going to cost you (and when done wrong, it can cost A LOT with zero return).
Simply avoiding email marketing for your business is no longer an option in a market where all businesses are competing for attention on social media platforms. Email marketing is the fastest, easiest way to bolster your salon's bookings without having to continually chase the algorithm, utilising a list of people who already know and trust you!
Using your exisiting client base as a way to leverage the revenue in your business is a no-brainer. The best part of this is that so much of your email marketing can be automated, meaning you are hands off whilst your email marketing platform does the work for you.
So, what are you waiting for? It's time to turn your client's inbox into income - get sending!
