Salon owner setting up automatic marketing on her computer

Salon marketing checklists for email and SMS marketing campaigns

6 Dec 2021 by Kitomba

Email and SMS marketing are essential tools for salons, spas and clinics to connect with clients, encourage bookings, and promote products and services. Each one has its benefits and limitations so read on to learn what channel will best help you meet your goals.

Choosing your channel: SMS or email

Why choose email marketing?

Emails can be used where you want to add branding, images or a longer message. It’s less intrusive than SMS and 91% of consumers want to hear from companies they do business with via email. While open rates are lower on email than for SMS, you can improve the likelihood of your clients engaging with your emails by ensuring the content is relevant and targeted. In fact, recipients are 75% more likely to click on emails from segmented campaigns than non-segmented campaigns. Segmentation means dividing your clients into groups and determining who you’re going to send your communication to. The most important thing you need to ask yourself when doing this is who would be interested in receiving this information. For example, one of your segments can be clients that had a colour service in the last six months but haven’t come back yet.

Here’s an example of an email reminder:

Hi Tai,

It’s been a while since we’ve seen you and we miss you! We’d love to welcome you back with a free nourishing treatment – just book an appointment with us this month and be even more pampered.

Book online at

Love from,

Amazon Salon


In addition, almost every report on email open rates concludes that mobile is responsible for almost 42% of all opens so make sure that your emails look good on mobile too. If you use an email marketing service such as Mailchimp, it allows you to choose from various customisable templates and review how your message looks on desktop and mobile screens.

60% of clients enjoy receiving emails from businesses they love.  76% marketers who used segmented campaigns noted as much as a 76% increase in revenue. Over 20% of marketers surveyed say that better email design is improving their email engagement.


Why choose SMS marketing?

SMS messages are a great way to grab your clients’ attention. They work well for short messages and messages that require a reply, for example, appointment reminders. 55% of people prefer to receive appointment reminders by SMS over email, and 90% of text messages are read within 3 minutes. The open rate for SMS is incredibly high at 98%.

However, the main limitation of SMS is the 160 character limit. You’re also unable to add branding and there could be a cost involved. Finally, text messages from companies can feel intrusive so be thoughtful before sending a campaign.

Here’s an example of an SMS appointment reminder:

Hi Jess, see you tomorrow at Amazon Salon, 34 Queen Str for your 2 pm appointment! Reply “yes” to confirm or call 022465755 if you can’t make it. Thanks!

Research shows that SMS open rates are as high as 98% compared to just 20% of all emails. 91% of people who recieve texts from a brand see those messages as somewhat or very useful. 82% of people say they open every text message they receive.


Essential checklists for email and text marketing

Now that you know about the benefits of each channel, pick one to use for your next campaign and follow these checklists below to ensure that your messages include everything they need to be effective. 

Checklist for your client emails

  • Keep your subject line short and sweet

Use an attention-grabbing subject line that explains what your clients can expect in your email. Try to keep it to no more than 9 words or 60 characters.

  • Provide a clear, direct call to action

Include a clear direction to readers of what you want them to do in your email. For example, book an appointment or leave a review. Try to stick to one call-to-action per email and if you have a link you want them to click, draw attention to it using a button.

  • Set up a trigger and target audiences

Set up your audience or trigger for when your automatic email will be sent. For example, send an after-care message two days after a client had a specific service.

  • Add personalisation

Check what personalisation functionality is available in your software. For example, the client’s name and next appointment time, and use it to make your email more relevant to recipients.

  • Test your links

Send yourself a test email to make sure your email looks good both on a desktop computer and mobile device. Click the links to make sure they work.

  • Check spelling and grammar

Correct spelling and grammar will make your message clear and easy to understand. It also shows you care enough to take the time to check!

Client opening automated email on her phone


Checklist for your SMS marketing messages

  • Be mindful of the character limit

Stick to 160 characters or less to ensure your message is sent in full. If you have a longer message, consider using an automatic email instead. Remember to take into account the different lengths of names, the name of your business or address if you’re using personalisation.

  • Add personalisation

Make your message more relevant by inserting personalisation information such as appointment details. 

  • Provide a clear, direct call to action

Provide your clients with a clear, direct call to action and make it easy for them to reply, call you back or click a link.

  • Use shorten link

Use a link shortener like or to ensure your link takes up fewer characters.

  • Check spelling and grammar

It can be tempting to shorten and substitute words in an SMS but whatever you do, make sure your message is still readable!

automatic marketing for salons, spas and clinics


Automatic marketing: take your email and text marketing to a next level

For salons, spas and clinics in the hair and beauty industry, email and text message marketing are powerful ways to engage your clients, reduce no-shows, encourage repeat product purchases and provide a better client experience. 

However, sending these messages can be time-consuming if you don’t use reliable software for marketing automation. Take a look at your salon management software to check if it has marketing automation for email and SMS marketing and what triggers are available to you. A trigger is a setting within your software that kicks off the automatic sending of an email or SMS to your clients, for instance, when they sign up for their first appointment. There may be a few default types already set up and you may also be able to create your own.

To learn automatic marketing fundamentals for salon marketing, download our free guide.

Sources for statistics as they appear in the article:

  • Laura Kate Shokuhi, Salon Business Specialist, Frog Coaching
  • Campaign Monitor, 2019
  • Hubspot, 2020
  • Campaign Monitor, 2019
  • Spark Conejo, 2021
  • Spark Conejo, 2021

Want to learn more abut how automating messages and other activities can add to your overall client experience? Visit our ultimate guide to elevating Client Experience in your salon, spa, or clinic. 

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