Emails. We all read heaps of them. Every. Single. Day. That makes them one of the most valuable tactics in your salon marketing toolkit, and yet they’re massively under-used.

Most salons treat them as the poor relation to social media for salons. If you’re a salon owner who knows you should be using emails to market your salon, but aren’t really sure why, what you should be sending, or how often you should be sending them, here’s everything you need to know about email marketing for salons.

Why are emails great for salon marketing?

Email marketing is brilliant for salons because you know it is going to be delivered directly into your client’s inbox. Like social media, email marketing is a split between relationship building (75%) and sales (25%). Unlike social media, it’s personal: you’re not putting yourself out there to be found, you’re reaching out directly to your clients. And a social media company isn’t going to suddenly change the rules to redefine what content is ‘good’ or who it’s going to be shown to.

Email can be personalised too – you don’t have to send everyone the same message and you can easily tailor them so different audiences get different messages.

How do I send emails to my salon clients?

You’ll need email software to send it on (for my KOR Digital done-for-you-digital-marketing clients I use Mailchimp or Active Campaign). Most salon software, enables you to send emails too and you should absolutely set up the automated emails available.

To get started, you’ll also need a list of who you want to send emails to. One list is ok for some emails, but the more tailored the email is to the client/potential client you’re sending it to, the better the results, so think about segmenting your audience by age, the types of services they have, or when they last visited.

Are there any rules about who I can send emails to?

Yes! GDPR rules say you need to have permission to send marketing emails to the people you’re contacting.

You should get permission when a client first comes into the salon or when they sign up for your newsletter on your salon website. You can send them functional emails e.g. details about their appointment, confirmation emails without marketing permission.

You can also send emails in ‘legitimate interests’ if you can justify that they would benefit the client. This could be a change of hours, it could even be a new service that you’ve introduced that is very similar to something they’ve had before.

When it comes to GDPR your other priority is to always have a way they can unsubscribe.

I’m set up and I’ve got my list, what else do I need to know?

    • Personalise your message. Emails with a personal greeting work up to 20% better.
    • Make it chatty and friendly, not stuffy and professional. No one wants an uptight email.
    • Don’t get caught up in the layout; a plain text emails works just as well in 2021s.
    • Focus on the subject – what is going to make people click open?
    • Always run the ‘would I want to read this’ test.
    • Don’t fret about it. Just get started.

    I’m ready to go. What emails should I be sending to my salon clients?

    There are 8 types of email that every salon owner should include in their salon marketing plan.

    1) Very first visit
    First impressions count, so make sure you get this one written and ready to go!
    What to include: Details of where they can find you (and where they can park if necessary); their stylist’s name; what they need to do when they arrive; what they need to do if they need to reschedule; anything else quirky that they might need to know about their appointment.

    2) First Appointment follow-up
    Send this about 2 days after their first appointment and is different to a standard appointment follow-up email.
    What to include: Tell them it was great to see them and that you’d love to hear how they got on. If they haven’t rebooked, advise them roughly when you’d recommend, for those who have re-booked, include the. Try to include a personal detail about their hairstyle in this email.

    3) Just checking in emails
    Send these follow-up emails to anyone who gave you the vibe that they weren’t completely happy at their last appointment.
    What to include: Nothing too pushy! Make it as informal as possible and give them an easy way to respond e.g. drop us a line if there’s anything you’d like us to know about your new hair.

    4) Regular newsletters
    Whether these are weekly, every two weeks or monthly, set your schedule and stick to it.
    What to include: These are your opportunity to tell people anything new that’s going on in the salon, what’s going on in your life (if it’s relevant) or new developments with the team. You could also talk about popular services, trends, a service that you most enjoyed doingthat week. Check out the email marketing ideas post for more ideas.

    5) Promotional emails
    These can slot into your regular newsletter slots, or can be additional emails when you’ve got something special going on.
    What to include:  Seasonal offers or a retail promotion. Focus on the benefits for your clients, rather than the discount.

    6) Special occasion emails
    Birthdays – and first visit anniversaries – deserve to be celebrated, so don’t let them go past un-noticed.
    What to include:  These work great with an offer, but that doesn’t have to be a discount: a complimentary added extra or the chance to bring a friend at a special rate can work just as well.

    7) Thank you emails
    If a client has referred a friend, given you a review, or gone out of their way in any way, they deserve a thank you.
    What to include: Don’t get caught up in writing something long and wordy. A simple thanks goes a long way.

    8) We’ve missed you
    If you haven’t seen a client for six months, it’s time to remind them that you are still there for them.
    What to include: Don’t rush to discount. A simple ‘how are you getting on? We’d love to see you again’ is the perfect start. You can follow up with an offer if you don’t get a response.

    If you’re not already using email marketing to build relationships with your salon clients, you are missing an opportunity. Start by adding a personal twist to the automated messages in your software, then create a schedule for your other emails. Most importantly – just do it!