Are you finding it difficult to get clients through your door? Email marketing could be the answer you’re looking for.
In today’s competitive salon and spa market, you have to find ways to “cut through the noise” as consumers are bombarded everyday with tonnes of messages.
You’ve got to get creative with your marketing to stay ahead of your competitors. There’s no one thing that’s going to get clients coming through your door. It’s more of a combination of things. But one of the best places to start is email marketing.
According to DMA Insights, 99% of consumers check their email every single day. With the right strategy, email marketing allows you to inexpensively stay in touch with current, potential or lapsed clients. It’s got the ability to work wonders for your salon!
Not sure where to start?
We’ve got five simple steps that will get you up to speed on how to successfully implement an email marketing strategy at your salon or spa.
1. Collect email addresses
What’s a beautiful email without someone to send it to? You should be collecting as much information about your clients as possible, because a complete database it’s an extremely valuable asset for a business.
Start collecting client email addresses with these ideas:
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Make sure you’re recording emails every time someone steps foot in your salon, spa or clinic. You can do this easily using a tablet and Kitomba customisable digital forms.
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Whenever a client calls you, immediately add them to your client list
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Hold social events at your salon and get people to sign up to your mailing list using a tablet or iPad.
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Ensure you add a sign up form to your website so clients receive your monthly e-newsletter.
2. Choose your audience
It’s near impossible to create a single email that all your clients will love. The key is segmenting your audience so the messages they receive are relevant, timely and personal. They’ll be a whole lot more likely to open and read your emails if they can relate to them.
Using salon software, like Kitomba, you can easily segment your client database with a range of different filters.
Here’s an example: you’ve got a new beauty therapist at your spa who specialises in skin care. Filter all those clients who have had an appointment in the last year for the service category “skin care” and haven’t booked a future appointment.
Choosing your audience and sending messages that speak to those clients should increase your email performance and conversions (a conversion is when your reader takes the action you wanted the email to achieve).
3. Plan your message
Your clients want to be educated, inspired or even have a laugh when they open an email from you.
They don’t want to be bombarded with sales emails or emails that have no point or offer no value.
Make sure you make it about the clients and get them to realise what’s in it for them. This is where the 80:20 rule comes into play: make sure 80% of your email marketing is useful for your clients without being salesy, and no more than 20% is offers or discounts.
Here are some ideas of what you could include in emails to your clients:
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Share some of your top beauty tips.
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Invitations to fun or educational salon events.
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The latest salon news that is relevant and helpful to your clients.
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New beauty products, services or staff.
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A monthly newsletter filled with all the above!
4. Craft the perfect email
You need to make your message stand out from the crowd. Here’s a few ideas on how to create compelling email subject lines, design and copy that will help your emails get noticed.
5. Measure your results
Planning how you’ll measure your success is the most important element in actually having success in your email marketing efforts.
Here are the top three metrics you need to track:
Deliverability: It’s a simple question – did your email arrive at its destination? Using MailChimp it’s easy to see if it arrived, and if they don’t be sure to ask your client next time they’re in for their correct email address.
Open rate: Take a look and check out your average email open rate – the industry benchmark is 16.65%. You should aim to beat that!
Click-through-rate (CTR): The ultimate goal of every email should be to get your reader to click through on the link you provide, e.g. Online Booking button. A high CTR shows that you hit the right people with the right message in a compelling way.
Utilise the power of email marketing
We hope these email marketing tips will help you get more clients through your door.
To find out more about email marketing, read the key elements of successful marketing emails, and learn how to automate your emails with the top 10 client messages you could automate now.
For more marketing tips, read our ultimate guide to marketing for salons, spas and clinics.
We’ve integrated Kitomba and MailChimp to help you send out your own beautiful, targeted email marketing campaigns. They complement each other perfectly to give you the very best in features and functionality to reach out to clients where they are everyday – their inbox.