For salons, spas and clinics in the hair and beauty industry, following up with clients and sending personalised and helpful emails and SMS text messages can increase your client retention rate, encourage repeat purchases and bookings, enhance your client experience and even attract new clients.
However, sending these messages can take valuable time away from your clients if you don’t have reliable software and automation procedures in place. The good news is you can use software to easily automate email and SMS/text message communications with your clients, while maintaining the personalisation that makes you stand out.
Here are 10 of the best client messages you can send automatically via email or text message to save you time and maximise your sales and client loyalty.
1. Welcome new clients
Make new clients feel cared about with a welcome message. Set up an automatic email or text to send automatically before their first appointment to let them know you’re looking forward to seeing them.
To make their first experience with you as seamless as possible, provide any relevant instructions such as where to park, asking them to arrive five minutes before their appointment, or explaining what they can expect when they arrive.
2. Invite clients to review your salon, spa or clinic
Building your reviews on Facebook and Google can help you attract new clients. Increase the number of reviews you have by setting up an email or text message to send after each client’s first appointment. Your message should thank them for visiting, ask them to write a review and include a link to your review page.
If you want to encourage reviews from existing clients after each appointment, consider making your message more valuable for them by also including an update on their loyalty balance, for example.
Be cautious not to send messages asking for reviews to clients who have already reviewed your business, as this can become annoying if they’re a regular client. Instead, you could request feedback (covered in the next section), along with a review link option so those that haven’t yet left a review are able to easily do so.
3. Request feedback
Asking for feedback from your clients gives you the opportunity to improve their experience next time, resulting in increased client loyalty. While some clients will be happy to give you feedback face-to-face, others may prefer for their feedback to be anonymous.
To automate your client feedback process, create a questionnaire using an online survey platform, such as Survey Monkey or Typeform, and set up an automated email or text message to send after each client appointment with a link to your survey asking them for their feedback within 24 hours of their appointment.
You can also include a link to review your business on Google or Facebook to get the most from your feedback messages.
Expert tip: If you want to take your feedback process to the next level, set your survey to ask clients who give you positive feedback to leave you a review. Use question logic to display the review request when the score from an earlier question such as; “How likely are you to recommend [salon, spa or clinic name] to a friend?” is high.
4. Thank clients for referrals
Word-of-mouth is a powerful marketing tool, so make sure you thank clients who support you by recommending your salon to new clients. When a new client comes to your salon, ask them if they were referred by anyone, and add this information to their client card. Having this information allows you to automatically send a message to the referrer after your new client’s appointment.
The message should thank them for referring a friend, and if you offer referral rewards you should outline this in your message.
5. Share after-service care instructions
For services that have specific maintenance and care instructions, it’s important to give this information to your clients. Doing so during their visit is great, but supporting this with a follow up message is even better.
Set up an email to automatically send 24 hours or a few days after your client’s appointment to remind them of home care instructions, or to check in on how they’re going.
For example, remind clients who have had laser treatments they can start gently exfoliating two weeks after their appointment. If a service has a specific care plan that changes over time and is important they adhere to, you could set up a series of messages to send at the appropriate time reminding them to change their care to the next step.
6. Follow up on product purchases
If your salon, spa or clinic sells high value products, add value to product purchases and get more repurchases through sending a follow up email containing information on how they can get the most out of their product. This can be a text email, or contain a video if your product supplier has produced one.
Set up another follow up message to send automatically a few months later to remind your client that they’re due to re-purchase. If you have an online store, include a link so they can buy the product directly from the email or ask them to come into the salon to purchase it.
This automation process will drastically improve your repurchase rates by providing a helpful reminder and making it as easy as possible for your client to repurchase.
7. Remind clients to book their next appointment
Some clients are less inclined to rebook than others. Encourage these clients to return by reminding them when it’s time to book their next appointment. To do this, you can set up an email or text message to send automatically five weeks after a non-rebooked appointment.
Include a link to your online booking page to make it as easy as possible for them to book their appointment. If your business doesn’t have online booking, find out about Kitomba online booking solutions for salons, spas and clinics by booking a free demo.
8. Contact clients that haven’t visited for a while
Re-engage lost clients with a friendly message a few months after their last non-rebooked appointment to let them know that you’ve missed them. Ask them if they’d like to book an appointment, and include a link to your online booking page to make it as easy as possible for them to book.
You could also include an incentive to sweeten the deal, like a discount that must be redeemed that month. A deadline creates a sense of urgency and encourages clients to act quickly.
9. Celebrate clients’ birthdays
Never forget to wish a client happy birthday. Collect birthday information from your clients and add their birthday to their client card so you don’t miss their special day. Create a fun email that incorporates a relevant image, a birthday greeting and your business logo, and if you offer a birthday gift, such as a discount on a service during their birthday month, be sure to include this too.
Once your email is ready, set up an automatic marketing email campaign that sends a personalised birthday message to each of your clients on or just before their birthday.
10. Delight clients following special occasions
Services that are specific to special occasions, such as bridal services or ball hair-ups, offer an additional opportunity for you to use automatic messages to show clients you care. For these types of services, consider setting up an automatic email to send to them the following day.
Thank them for choosing you for their special day, congratulate them on their wedding day, or let them know you hope their event was everything they imagined. Remind them you’re here to help them look and feel their best for their next big event.
When it comes to client experience, the little details can make a big difference.
How to set up automated emails and messages
Before you set up any new automated client messages, look at other messages you may have already set up and consider how they all work together. Be mindful of emailing or texting your clients too often as you could risk negatively impacting your relationship with them, or cause them to opt-out of receiving messages from you in the future.
Remember that targeting messages to the right groups of people and personalising them by using merge tags to include client names and key details will have better results than sending the same messages to everyone.
Text messages sent using software like Kitomba, rather than just your personal phone, are generally considered premium messages, and replies sent to premium numbers are often charged at a premium rate. In New Zealand, the telecommunications industry requires senders of premium messages to inform recipients that charges will apply when they reply to these messages. So it’s a good idea to check the regulations in your area to be sure you’re in compliance. Please note, these charges are collected by the messaging service provider and not by Kitomba.
Sending targeted, personalised messages to your clients can add real value to your business and your client’s experience. So spend time now automating these important client touch points and let technology take care of sending them to save time and never miss an opportunity.
Use the right software
All the client messages included in this list, both for email and SMS text messages, can be automated easily using Kitomba Salon and Spa Software.
To start using automated messages to add value and delight your clients, book a personalised demo and a Kitomba expert will show you what Kitomba Salon and Spa Software can do for you.
For help on how to set up Everyday Marketing in Kitomba for your salon, spa or clinic, check out our support guide.
Want to learn more about email marketing and marketing automation?
Editor’s note: This post was originally published on 13 Sep 2018 and has been updated for accuracy and comprehensiveness.