“Email marketing is a pretty simple tool, but it can be highly effective – especially when it comes to building customer loyalty. Here’s how it works, and how you can make the most of it.”
The world of technology has a lot to offer when it comes to running your salon. Not least of which is the handy little tool known as email marketing. It’s an easy way for you to keep in touch with your clients, and turn them into loyal customers.
We’re here to shed some light on just why email marketing is so important, how to get the most out of it, and some mistakes to avoid. Here’s a few of our top tips and strategies to make email marketing work for you.
What is email marketing?
So, before we get into the nitty-gritty – it’s useful to take a step back and look at what email marketing actually is.
So, it might sound pretty self-explanatory – but basically, email marketing is direct marketing to a customer – via email. Shocking, we know, but hear us out: what a lot of people don’t realise is that this includes any email you send out to a customer. From letting them know about promotions or advertising a certain service or product, to sending them a cute birthday message or even just confirming/reminding them of their appointment. All of this goes towards creating and building client relationships, and attracting new customers too.
Does it really work?
The short answer: yes.
However, you’ve got to have the right tools to really make it work for you. With accurate client data, effective monitoring of your progress, and the ability to completely tailor your emailing strategies – you’re able to communicate to the client in the most effective way possible.
Put simply: email marketing is one of the main ways to have direct, one on one communication with your clients. And, by giving the right information to the right customer – you’ll be much more likely to achieve whatever it is you’re going for. Again, that can be anything from selling a service to simply strengthening your client relationships.
Who should use email marketing?
In the world of tech and marketing, every business is different when it comes to what tools and techniques will work for them. Email marketing, though, is one of those that fortunately works for everyone.
From retail, gyms, and restaurants, to online shopping and magazines – there’s no business for which email communications aren’t relevant.
How do you do email marketing?
So, you’re down with email marketing and why it’s important (we hope), but how do you actually get the ball rolling?
A good salon management tool can be key in allowing you to effectively carry out your email marketing strategy. With Treatwell, salons can easily send the emails that work best for them. Filter by which clients you want to target, personalise the content and look of your email, and quickly share promotions and discounts, all in one place. It’s quick, easy, and effective. What’s more, you can monitor how your emails are performing and change up your strategy accordingly if needs be.
Tips and tricks
These days, it seems like we’re always inundated with information, content, promotional messages, and yes – emails.
So how can you make sure your customers are actually opening and seeing the emails that you send them?
Here are some of our top tips to improve your email communications, and send content that your clients actually want to read.
Build your client list
For email marketing to work – you first need someone to send it to. Gathering, managing, and storing client data are all important factors to consider here.
A salon management tool like Treatwell is a great way to start building your client list. And, it allows you to have all of the relevant data in one place. With online bookings, your client’s data is stored safely and automatically. They select their marketing preferences, and you have a ready-made list of contacts to send out your emails to.
What’s more, Treatwell also allows you to safely store data from direct clients. (No more frantically flicking through phone books, thank you). Ask for your client’s details, and add them directly into your system. Just make sure to ask them whether their happy to receive marketing communications. This will ensure you’re complying with GDPR legislation.
Make your email subject line appealing
A great subject line can make all the difference in whether a customer opens your email.
Finding a balance between enticing and informative can be difficult. You want something that sparks curiosity without feeling clickbait-y, and something that tells them what the email is about without giving it all away.
Try and think of a subject line that tells your client what the email is about, but still gives them a reason to want to read more. If you’re sending out a promo, for example, adding the offer in the subject line is a great way to entice them to open it. They can then find out the exact details within the email itself.
Send follow-up emails
Sending emails to your clients about upcoming offers, events, or promos is great. However, if your emails are always about the commercial side of things, this doesn’t do much for building up client relationships.
More general emails, such as birthday or holiday wishes, salon news, and other information are a great way to keep in touch with your clients, and promote a more personal relationship.
Appointment-related emails are also essential – these keep customers informed on their appointment journey, and keep them engaged with your salon. With Treatwell, we email your clients appointment confirmations and reminders, review requests, and even reminders when it’s time to book their regular treatment again. What’s more – they’re all free, unlimited, and automatic. The perfect way to develop your business without lifting a finger.
Treatwell’s management system is designed to make life easier for salon owners, and help with every aspect of salon life (we’ll leave the treatments up to you, though). Keep track and manage your business, without giving up time, so that you can focus on creating amazing experiences for your clients. Choosing Treatwell means becoming part of a community of visionary hair and beauty stylists – are you ready to join us? Book a free demo here.