Salon owner setting up automatic marketing on her computer

Salon marketing checklists for email and SMS marketing campaigns

4 May 2023 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.

Email or SMS… what should you choose?

SMS marketing

SMS messages are a great way to grab your client’s 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. While the open rate for SMS is incredibly high at 98%, what’s stopping you from messaging your clients?

They are great if you have a big promotion, or want your clients to return if you haven’t seen them in a while. To make sure your SMS messages are effective it is important that they are short and sweet – With a character limit of 160 characters you can do just that.

Here are two examples of great SMS messages you can use that get the message across and are within 160 characters:

Hi <name>, see you tomorrow at <salon name> for your <time> appointment! Reply “yes” to confirm or call <phone number> if you can’t make it.

Is there anything better than a fresh haircut? Book today and receive <%>off for this week only, limited spots call <salon name>, <phone number> to book now.


Email marketing

Emails are great for communicating longer messages or sharing imagery with your clientele. Even though 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’d love to welcome you back with a free nourishing treatment – just book an appointment with us this month to enjoy this free treatment.

Book online at https://bit.ly/3MXugKT or phone 1800 161 101 today.

Love from,
Salon Beautiful

graph from ebook (1)


Essential checklists for text and email marketing

Now that you know the benefits of each channel and have some great examples to use, pick one today to try out! Here is a checklist to ensure your next campaign includes 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 call to action

Including a clear direction to readers of what you want them to do is super important. 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, schedule an after-care message two days after a client had a specific service to check in and see if how they are going and whether they’d want to make it a repeat appointment.

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!


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. Try to aim for 155 characters, just in case someone has a long first name so your message doesn’t get cut off.

Add personalisation

Make your message more relevant by inserting personalisation information such as the name, appointment details or staff member they’re seeing. 

Provide a call to action

If you want results from your emails or SMS, you must provide a clear, direct call to action. Whether it’s “Reply with YES to confirm your appointment” or “Book now!” and providing a link to your online booking site; you want to make it clear to the client what you want them to do.

Use a shortened link

Use a link shortener like bitly.com to ensure your link takes up fewer characters. That means you can spend more characters adding in their name and personalising it!

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! Shortened words like appt for appointment are pretty standard to do, but the more shortened words you use, the less professional it looks.

lady holding eBook


Free eBook: 40 text marketing campaign templates for salons or spas

Need a boost in bookings and sales? Text campaigns are among the most powerful direct marketing tools for salons, spas and clinics to achieve just that. With our new eBook: 40 text marketing campaign templates for salons or spas we have taken all the stress out of text campaigns.

Copy, paste, and send your way to a full appointment book and download today.

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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