Have you had a quiet week in the salon? Then you’ve got 3 options.

  1. Sit back, do nothing and hope that busier times are around the corner when life returns to normal, whatever ‘normal’ means.
  2. Panic! Is it going to be like this forever? What are you going to do when flexible furlough is no longer an option?*
  3. Take action and make a plan to rebuild one step at a time.

I know which one I’d choose.

*whatever you do, please don’t choose this option!

How can I get more clients quickly?

Studies show it is anywhere between 5 and 25 times cheaper to retain an existing client than to get a new one, so it’s a no-brainer that you should get in touch with your existing clients firsts.

Step one: Start by sending a message to clients who haven’t visited your salon since you re-opened yet.

Be positive, don’t assume they’ve left you. It’s just as likely that they think you’ll be too busy (thanks to the press coverage lots of people think there are no appointments anywhere until the summer), they may not have got round to it or they may not have cared so much about their appearance while they couldn’t really socialise. 

Make it chatty and relaxed. Tell them you’ve noticed they haven’t been in and that you now have appointments available. I’d recommend you to mention any safety measures you have in place. End it by simply asking if there’s anything you can do to help them.

Step two: Send a message to clients you have not seen since the first lockdown

There are so many reasons why you might not have seen these clients. They could have been locking down somewhere else and haven’t returned yet. Perhaps your salon is near their place of work and they’re heading back soon. Or they’ve been shielding. Maybe they have gone elsewhere, but that doesn’t mean they can’t come back.

The important thing about this message is to remind them you’re there and that you’d love to see them again. Tell them you miss them, but don’t just send out the standard ‘we miss you email from your software’ it needs to sound personal and topical, you can even talk about how the challenges of the last year have affected you.

In this mail, you should be ready to give people an incentive to come back, be that a complimentary treatment, or an additional service or – if you really must! – a discount.

Should you send an email or an SMS to your salon clients?

There are pros and cons of using emails or SMS for a ‘come back soon’ campaign? SMS usually gets the best response, but can come across as a bit more salesy, while emails have much lower open rates, but don’t carry the costs of an SMS campaign.

Pros Cons
Email Are cheap to send. They let you say more to help build a relationship. Open rates aren’t the best, so there is no guarantee your message will be seen.
SMS Best open rates. People are more likely to respond They come at a cost. They can come across as a bit salesy if you use them regularly. 

What should you write to your clients?

This is the easiest email you could ever have to write. Create your report so you know who you are going to be mailing. Choose one of the people on the list.

Sit down with your phone and picture that person. Then record yourself speaking to that person and telling them you’d like them to come in.

Now transcribe it, and come up with a clever subject that is going to catch the eye. The key to writing a good subject is:

  • Keep it brief
  • Make use of punctuation and personalisation
  • Questions can work well
  • Use emojis, but use them sparingly
  • Steer clear or swear words and banned-list words (FREE)

You can get more advice on writing emails to your clients here. 

The big mistake you absolutely must avoid making

If someone hasn’t been into your salon since the first lockdown, that means they haven’t been to your salon since the most recent lockdown. Whatever you do, do not send them both messages.

You want to make this sound like you’re speaking to them personally, so the last thing you want to do is send them both and come across like you’re aren’t genuine.



Whether you already have a salon website or are thinking of building one, check out my guide to the 50 ways to create a kickass salon website e-book.