From a survey of over 600 businesses conducted by Customer IO, EMAIL marketing emerged as the top tool for maximizing return on investment. Yet, it’s surprisingly underutilized in the salon world. Email is a virtually cost-free tool that can help us nurture and convert both future talent and customers. I’ve been advocating for years about the importance of marketing to attract talent, and I’m here to emphasize that everything you’ve learned from me also applies to consumer marketing!
In March, I hosted a Salon Marketing Retreat at BASEONE in Columbus, Ohio. Over two days, we learned about effective marketing strategies and developed a 30-day plan with attending salons. One major focus was rethinking how to use email beyond just promoting last-minute appointments.
Here are key considerations for deploying an email marketing strategy to attract clients or talent:
- What are you aiming to “sell” through your emails? Is it a job, a specific service, or an event?
- What benefit does it offer to the “buyer,” and how does it address their pain points?
- How many touchpoints are necessary to drive conversion—whether that’s applying for a job or booking an appointment?
- How does this align with your social media strategy?
Additionally, here are some more tips for successful email marketing as a salon:
- Move Away from Discount Emails: Constantly offering discounts can devalue your services. Instead, focus on promotions that highlight the value of what you offer. For example, bundle services together or offer a complimentary add-on to create a sense of value without lowering your prices.
- Provide Valuable Content: Share tips, trends, and expert advice related to hair care, styling, and beauty. This positions you as an authority in the field and keeps your audience engaged and looking forward to your emails.
- Highlight Success Stories: Share testimonials and before-and-after photos of satisfied clients. This not only builds credibility but also showcases the quality of your services.
- Engage with Personalization: Tailor your emails to address the specific needs and preferences of your clients. Use their names, reference their past appointments, and suggest services or products they might be interested in based on their history with your salon.
- Create Exclusive Offers: Provide special promotions or early access to new services or products exclusively to your email subscribers. This makes them feel valued and encourages loyalty.
Due to the overwhelming requests from that event, we’re now offering one-on-one marketing strategy sessions with salons for the second half of this year. These live sessions with your team will uncover your brand story, enhance your social media presence, and plan your email sales campaigns. We’ll focus on a 30-day snapshot, equipping you with the skills to continue reproducing the plan for the following months.
If you’re interested in booking a session, schedule a time here. We’re already booking into September, so secure your spot soon!
