Salon email marketing can be intimidating, but it doesn’t need to be. By following a few simple guidelines, you can keep in touch with your guests with ease.
The benefits are well worth it, too. Email marketing has one of the highest returns on investment of any marketing method—$36 for every $1 spent! If you’re tackling email marketing for hair salons, these are some best practices to help you get started.
1. SUBJECT LINES THAT SPARKLE
The best emails will never get read if your guests don’t open them.
Subject lines should be compelling and brief. We’re talking 7-10 words or less than 50 characters, tops. This ensures it’s visible on mobile devices and isn’t cut off (more on that below!).
They should also be exciting with a bit of sparkle that entices guests to open your email. For example, is a popular product for sale? Do you have a new stylist with appointment availability? Use a compelling hook and tell your reader what they’re going to find when they open your email.
Be careful using grammar and punctuation in your subject lines. Multiple exclamation points, for example, can make your email seem untrustworthy.
You’ll also want to avoid using words and phrases that can trigger spam filters and cause your email to end up in the spam folder. Examples include “Free,” “Buy Now,” and “Act Now.”
Pro Tips:
Get in some practice by using a free email subject line analyzer. This automated tool gives a score and tips for tweaking your subject line to help you nail it.
2. Clear Calls-To-Action
Any newsletters and promotional emails should include a clear and specific call-to-action. For example, if the goal is to drive appointment requests, then make that really clear with a “Request an Appointment” button!
Pro Tips:
Limit the number of calls-to-action you include. The more you ask them to do, the less likely the reader is to do anything. Aim for one clear call-to-action per email, two at the most.
3. Make It Gorgeous
Your job is to create beauty, and that extends to your salon email marketing! Pay attention to the layout of your email, as well as how it functions.
When you build your email campaigns, design them with both beauty and your brand in mind. Send emails that match your salon’s design elements, i.e., the same colors, fonts, and graphics you use on your website, in your physical space, and so on.
Another best practice for email design is one that applies to your content, too—keep it simple. Too many images, colors, and other visuals will distract from your message and look cluttered.
A few final questions to ask yourself—does your image load correctly? Would your call-to-action stand out better on a button? Does your email look professional and like something you would read?
Pro Tips:
Use pre-built templates that were made specifically for email marketing for hair salons.
For example, SalonBiz comes preloaded with email layouts designed for hair salon promotions, appointment reminders, and more. This will save you so much time, and you can reuse the same templates for future emails.
4. Get to the Point
Everyone is busy these days, including your guests. And the research supports that, with data showing marketing emails between 50-125 words performing the best.
By writing short, concise emails, you ensure that even when someone scans your message, they’re getting the main point.
Be sure to also send emails that are timely and appropriate for your audience. Relevant messages could include specials on services they’ve had before, appointment reminders, upcoming events, and new retail products available in your salon.
Pro Tips:
Have a team member read your message when it’s done. Ask them to scan it to ensure it makes sense when read quickly, highlights your key points, and that there are no errors.
5. Design for Mobile
The majority of people are opening emails on their smartphones. There’s nothing more frustrating (and unprofessional looking) than not being able to read an email because it’s designed for a desktop computer.
Don’t make that mistake—design for mobile first every time. Mobile-first emails are short on copy in the body and subject line. They include plenty of white space. And they’re set up in one column only for easier scrolling.
Pro Tips:
Mobile devices usually only show 25-30 characters of your subject line, so make sure the meat of your subject line is at the beginning.
6. Accelerate with Automation
Your time as a salon owner is valuable. Effective salon email marketing is not only achievable–it’s easier than ever with email automation tools!
Automated email marketing features can help by allowing you to schedule emails to send ahead of time and then automatically deliver them when that time comes.
Choose a tool with a variety of pre-made, ready-to-send emails that were created for salons. The best salon marketing tools allow you to automate birthday emails, thank you notes, follow-up surveys, and overdue appointment reminders.
Pro Tips:
Ease into salon email marketing with a campaign that’s already ready to go. Download our email scripts for your own online gift card campaign!
Just plug the content into your template, schedule it to send, and watch your gift card sales climb.
Why It’s Important to Use Best Practices for Your Salon Email Marketing Efforts
In the digital age, salon email marketing has become a powerful tool for hair salons to reach out to both existing clients and potential new clients.
Some salon owners might be skeptical about using emails in their marketing efforts, but there are compelling reasons why it’s not just a good idea, but vital for the growth of your salon business.
Salon email marketing allows you to directly engage with your salon clients. By using a salon software, you can easily create personalized email marketing messages that resonate with your audience.
Whether it’s a promotional email featuring the latest salon news or a newsletter filled with beauty tips, these emails can help nurture client relationships and keep your salon top of mind.
Salon email marketing can help drive traffic to your salon website. With a well-crafted subject line and engaging content, you can encourage click through rates and prompt clients to book online for their next appointment.
Moreover, by including links to your latest blog post or social media post, you can further boost your website traffic and increase your online presence.
Salon email marketing is cost-effective and scalable. Unlike traditional advertising methods such as Facebook advertising which can be costly, email marketing requires minimal investment.
Plus, with an email marketing tool, you can easily manage your salon email marketing list, send out bulk emails, and track your campaign performance.
Here are some best practices for your salon email marketing
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Personalize Your Emails – Use your salon software to filter your salon email list and tailor your messages to different groups. This could be based on their appointment details, product preferences, or even their birthday.
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Mobile-Friendly Design – Ensure your salon email template is mobile-friendly. With the majority of people opening emails on their mobile devices, it’s essential that your emails look good on a small screen.
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Data Protection Laws – Be sure to comply with data protection laws when handling client emails. This not only protects your salon business but also builds trust with your clients.
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Regular Updates – Keep your salon clients informed with regular updates. Whether it’s a social media post about new inventory management or a blog post with helpful beauty tips, regular communication helps clients keep your salon in mind.
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Engaging Subject Line – Your subject line is the first thing someone sees when your email lands in their inbox. Make it count by making it engaging and enticing.
Salon email marketing is an effective way to engage with existing clients, attract new clients, and grow your salon business. By following these best practices, you can make the most out of your email campaigns and stay ahead in this competitive industry.
Email Marketing for Hair Salons Is Easier with SalonBiz
Stay in touch with your guests after they leave the chair with email marketing.
SalonBiz’s simple, yet powerful, email marketing tools were built for salons first. You’ll be able to add your own branding to emails, manage referral programs, automate key reminders, and monitor your email open rates and conversions within our salon software.
