Kitomba reporting

The beauty of email marketing

14 Apr 2016 by Paul Gray

A salon owner complained to me one day about how nobody was showing up her salon. She’s a successful stylist in her own right but was finding it hard to get clients through the door. She was upset because she put all her effort into creating a beautiful space and great service standards – her vision was solid! The salon was built on what past clients had asked for, but nobody was showing up. Why? Our response was simple: “we think no one knows about your offering.” Here’s what we told her to do:

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. So what’s the answer? Well you’ve got to get creative with your marketing to stay ahead of your competitors. There’s no one thing that is 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. 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.

Collecting email addresses:

What’s a beautiful email without someone to send it to? A waste of time… We’re always trying to drum it in to our customers the importance of collecting as much information about their clients as possible, as a complete database it’s massively valuable. In fact, the success of a small business is determined by their ability to manage and grow off their existing client database.

Start collecting client email addresses with these ideas:

  • Make sure you’re recording emails every single time someone steps foot in your salon.
  • Whenever a client calls you, immediately add them to your client list.
  • Hold social events at your salon and get people to sign up using a tablet or iPad.
  • Ensure you add a signup form to your website so clients receive your monthly e-newsletter.

Choosing 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 salon 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 (when your reader takes the action you wanted the email to achieve).

What to send:

Your clients want to be educated, inspired or even have a laugh when they open an email from you. They do not want to be bombarded with endless offers and you screaming about how awesome you are (hopefully they know that already). Make sure you make it about the clients and get them to realise what’s in it for them. Here the 80:20 rule comes into play: make sure 80% of your email marketing is useful, and no more than 20% is offers or discounts.

Here’s some ideas of what you could include in emails to your clients:

  • Share some of your top beauty tips.
  • Invitations to fun or educational salon events.
  • The latest salon news that is relevant and helpful to your clients.
  • New beauty products, services or staff.
  • A monthly newsletter filled with all the above!


Crafting 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.

Subject line and sender: What’s the first thing you see when you receive an email? It’s the subject line and sender. It may seem really obvious but make it clear the email is being sent from your salon. It’s been claimed that over 40% of email recipients decide whether to open and read emails based on the “from” name or email address.

Subject lines are often the only chance to grab the reader’s attention and get them to open your message. According to MailChimp, the Beauty and Personal Care industry has an email open rate of 19.02%. That means about 4 people in every 5 might not even open their emails. Your subject line can make or break your email! Here’s some tips to get it right:

  • Keep it simple – use less than 50 characters.
  • Make sure you set the expectation for what your email is about.
  • Use your client’s name as part of the subject line to keep it personal.
  • Avoid: Exclamation marks, and capitals letters for EMPHASIS.

Email design and content: Getting someone to open your email is only half the battle. How do you get them to take the next step and read your content? There’s some tried and true email marketing techniques that work. Here’s a few:

  • Less is more – readers tend to scan, so make sure everything is easy to digest and interesting.
  • Include a call to action, e.g. a “Book now” button that links to your Online Booking page.
  • Your email needs to clearly explain the value of your offer. Remember keep it “relevant, timely and personal!”
  • Keep your emails on brand and beautiful. Using MailChimp makes it really easy to create amazing looking, mobile responsive emails using their “drag-and-drop” template builders.

Measuring 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 3 metrics you need to track:

  1. 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.
  2. Open rate: Take a look and check out your average email open rate – the industry benchmark is 19%. You should aim to beat that!
  3. 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.

So that’s it! We hope these tips will help you get more clients through your door, just like they did for the salon owner mentioned at the beginning of the article. Since starting with email marketing she’s added more great content to her newsletters including links to her new blog and online booking. Her client numbers are growing daily, and none of her clients have unsubscribed from her email list to date. Win!

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.

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