Email marketing remains one of the most effective ways for salons to reach existing customers, generate new leads, and grow their business. With email open rates for salons averaging around 20% and click-through rates around 5%, email provides a high return on investment compared to other marketing channels.

In this blog post, we'll explore some of the top techniques salons can use to maximise the impact of their email marketing for salons strategy. Follow these tips to keep your clients engaged, promote your services, and boost bookings.

1. Collect Emails from New Clients

The first step is growing your email subscriber list. Make sure to collect email addresses from all new clients who come into your salon. Train front desk staff to request emails when booking appointments in person or over the phone.

You can offer new subscribers a discount on their next service as an incentive to join your list. Just make sure you have their consent to send marketing emails. Using a signup form on your website and social media also allows visitors to join your list.

2. Send Welcome Emails to New Subscribers

When someone signs up for your email list, send them a personalised welcome email. Thank them for subscribing and introduce them to your salon. Consider including:

• A short background on your salon

• A few photos of your space and stylists

• Links to your service menu and online booking

• An incentive like 10% off their first visit

The goal is making new subscribers feel special while familiarising them with your brand.

3. Promote Special Offers and Discounts

Email is the perfect channel for promoting limited-time discounts and specials. Create offers specifically for your email subscribers to incentivise booking services. Examples include:

• 20% off color services

• Free haircut with highlight purchase

• Refer a friend for 20% off your next visit

Dedicate a section of your emails to highlighting these exclusive deals. Just make sure the value provided matches the frequency of your emails so subscribers don't get fatigued.

4. Share Hair and Beauty Tips

One type of content that performs very well in salon emails is haircare and beauty tips. This content provides value to subscribers by helping them achieve great hair between salon visits.

Some tips you can share include:

• Quick evening hairstyles

• DIY hair masks

• Seasonal haircare advice

• Makeup application tutorials

• Trending hairstyle inspiration

Mix in a few tips with your promotions to balance commercial content with value. Photos and brief videos also bring these tips to life.

5. Announce New Stylists and Services

Email is a great channel for announcing new additions to your salon. When you hire talented new stylists, showcase their skills and expertise in an email to generate bookings.

You can also use email to promote new services you now offer. For example, introducing new hair treatments, manicure options, or makeup services. Update subscribers on salon improvements like renovations or expansions as well.

6. Share Customer Testimonials and Reviews

Positive customer testimonials build trust and credibility for your services. Collect reviews from happy clients and share their experiences in your emails.

For example, use a testimonial from a bride who loved her wedding hair to promote your bridal services. Or a teenager raving about their stylish color treatment.

Adding reviews to emails boosts engagement by over 50%. Just get consent first and make sure reviews seem authentic.

7. Send Appointment Reminders

Appointment reminder emails help lower no-shows by keeping your services top of mind. Set up automated reminders to go out 1-3 days before scheduled appointments.

These simple emails gently remind customers of their upcoming visit while sharing your cancellation policy and contact info to reschedule if needed.

You can also use reminders as another opportunity to promote current special offers. This provides incentive for rescheduling instead of cancelling.

Take Your Salon's Email Marketing to the Next Level

Using email to build relationships, share expertise, and promote your salon has tremendous potential. Avoid blasting purely promotional messages. Instead, craft emails that provide value and engage subscribers.

Personalise your outreach, highlight your excellent customer service, and make subscribers feel special. With a thoughtful email strategy, you can attract new customers and strengthen loyalty among existing clients.

Here are a few additional tips:

Email Newsletters vs. Drip Campaigns

• Send regular monthly newsletters with salon updates, specials, and hair tips. This maintains engagement with current subscribers.

• Set up automated email drips to nurture new subscribers. For example, send a series of 3-5 emails over their first month introducing your services and offers.

Segment Your List

• Separate subscribers by categories like men, women, brides-to-be, teens etc. Send content tailored to their interests.

Make Your Emails Mobile-Friendly

• Over half of emails are opened on mobile. Optimise content for small screens with short paragraphs, big buttons, and images sized for mobile.

Track Opens and Clicks

• Use email marketing software to see open rates, click rates, and unsubscribe rates. Adjust your approach based on performance data.

The possibilities are endless for showcasing your salon’s strengths and attracting clients through email. Be creative with content and messaging while focusing on value rather than sales. With a thoughtful email strategy, you can build lasting relationships with subscribers and turn them into happy, loyal customers. By developing an effective email marketing strategy, you can stay ahead of the competiton and continue growing your business.