Quick Wins for Hair Salon Email Marketing

Email marketing can be a game changer for your hair salon. It’s a way to keep in touch with clients, remind them of appointments, and promote special offers.

If you’re not using email marketing yet, or if you think there’s room for improvement, you’re in the right place. Let’s explore some quick wins that can help your salon connect better with clients and boost your business.

• Build your email list through in-salon sign-ups and online forms.

• Personalise your emails to make clients feel valued and engaged.

• Segment your audience to send targeted messages that resonate with different client groups.

• Track performance metrics to understand what works and what doesn’t.

• Use automation to save time and ensure consistent communication with your clients.

An email list is the foundation of any successful email marketing for your salon. Without a decent list, your amazing offers and perfectly worded emails won’t reach anyone! Let’s look at how to build that list.

Don’t underestimate the power of face-to-face interaction. When clients are physically in your salon, it’s the perfect opportunity to ask them to join your email list.

• Train your staff to casually mention the sign-up option during appointments or at checkout.

• Have a dedicated sign-up form readily available at the reception desk.

• Consider offering a small incentive, like a discount on their next service, for signing up.

Your website is a goldmine for collecting email addresses. Make it super easy for visitors to subscribe.

• Embed a sign-up form directly on your homepage, perhaps in the footer or as a pop-up (but don’t be too intrusive!).

• Create a dedicated landing page explaining the benefits of joining your list.

• Ensure your forms are mobile-friendly – many people browse websites on their phones.

Social media is a great tool to get the word out about your email list.

• Regularly share the link to your online sign-up form on your social media platforms.

• Run contests or giveaways where entering requires signing up for your email list.

• Use eye-catching visuals and compelling copy to encourage sign-ups. For example, “Sign up to our newsletter for exclusive hair care tips!”

It’s all well and good having a massive email list, but if your emails are dull, they’re going straight to the bin. Let’s look at how to make your emails something people actually want to read.

Stop sending out generic blasts! People want to feel like you’re talking directly to them. Use their name, reference past appointments, or even just remember their favourite treatment. Personalisation shows you care and makes your emails stand out. It’s not as hard as it sounds; most email marketing platforms let you use merge tags to automatically insert customer details.

Think about segmenting your list (more on that later) so you can tailor messages even further. For example, you could send a special offer to clients who haven’t visited in a while, or promote a new product to those who’ve bought similar items before.

Your subject line is the first (and sometimes only) chance you have to grab someone’s attention. If it’s boring, your email is getting ignored. Think about what would make you open an email.

Use intriguing questions, create a sense of urgency, or highlight a special offer. Keep it short and sweet – most people read emails on their phones, so long subject lines get cut off. And please, avoid spammy words like “free” or “guaranteed”.

Don’t just use your emails to sell, sell, sell. Provide actual value! Share hair care tips, styling advice, or even just some fun facts about the latest beauty trends. This builds trust and positions you as an expert in your field.

Think about creating a regular “tip of the week” feature, or sharing exclusive content that’s only available to your email subscribers. You could even include links to helpful blog posts or videos on your website. The more value you provide, the more likely people are to stay subscribed and engage with your emails.

It’s easy to think of your email list as one big group, but that’s a missed opportunity. Dividing your audience into smaller, more specific segments lets you send emails that really hit the mark. Think of it like this: you wouldn’t offer the same haircut to everyone who walks in the door, would you? Email marketing is no different.

First up, get to grips with what your clients actually want.

• What services do they book most often?

• Are they all about the latest treatments, or do they stick to the classics?

• What products do they buy?

Knowing this helps you tailor your messages. For example, someone who regularly books manicures might appreciate an email about new nail art trends or a promotion on hand creams. It’s all about giving them what they’re interested in.

Dig into your records. What have your clients bought before? This is gold dust for targeted emails. Someone who bought a specific shampoo might be interested in the matching conditioner.

Or, if a client had a facial last year, why not send them a reminder about booking another one? It shows you pay attention and understand their needs.

Don’t forget the basics. Age, location, even gender can play a role in how you segment your list. A younger client might be keen on bold, new styles, while someone older might prefer classic looks.

If you have clients in different areas, you can promote location-specific offers. It’s about making sure your emails are relevant to the individual receiving them.

Segmenting your audience might seem like extra work, but trust me, it’s worth it. By sending targeted emails, you’ll see better engagement, happier clients, and more bookings. It’s a win-win!

It’s not enough to just hit ‘send’ and hope for the best. You need to keep an eye on how your campaigns are doing and tweak things to get better results.

Keeping track of the right numbers is how you know if your emails are hitting the mark. What should you be watching?

• Open rates (are people even seeing your emails?)

• Click-through rates (are they clicking on your links?)

• Conversion rates (are those clicks turning into bookings or sales?)

If your open rates are low, maybe your subject lines need a bit of zing. If click-throughs are poor, perhaps your offers aren’t tempting enough. It’s all about figuring out what works for your clients.

A/B testing is basically trying out different versions of your emails to see which one performs better. Change one thing at a time – a subject line, a call to action button, even the image you use – and see which version gets more opens or clicks. It might sound a bit techy, but it’s really just common sense.

Here’s a simple example:

When you send your emails can make a big difference. Think about when your clients are most likely to be checking their inboxes. Is it first thing in the morning, during their lunch break, or in the evening?

Experiment with different send times to see what gets the best response. You might be surprised at the results!

Don’t be afraid to play around with your email schedule. What works for one salon might not work for another. The key is to find the sweet spot for your audience.

Email marketing is a brilliant way to let your clients know about any special offers or events you’re running. It’s like having a direct line to their inbox, reminding them why they love your salon and giving them a reason to book another appointment.

Let’s look at some ways to make the most of this.

Seasons change, and so should your offers! Think about what your clients might need at different times of the year. For example, in the summer, you could promote treatments that protect hair from sun damage, or in winter, offer deals on conditioning treatments to combat dryness. Seasonal promotions are a great way to show you understand your clients’ needs year-round.

Here are a few ideas for seasonal promotions:

• Summer: Discounts on highlights or balayage to achieve that sun-kissed look.

• Autumn: Special offers on hair masks and deep conditioning treatments to repair summer damage.

• Winter: Promotions on scalp treatments to combat dryness and dandruff.

• Spring: Discounts on haircuts and styling to refresh their look for the new season.

Got a new treatment or service? Email is your best friend! Don’t just list it; make it sound exciting. Explain the benefits, who it’s for, and maybe even offer an introductory discount.

It’s all about creating a buzz and getting people curious. I mean, who doesn’t love trying something new?

When announcing new services, make sure to include a clear call to action. Tell people exactly how to book and what they need to do to take advantage of any special offers. Make it as easy as possible for them to say ‘yes’.

Word of mouth is powerful, so why not encourage it? Set up a referral scheme where existing clients get a discount for recommending a friend, and the friend gets a discount on their first visit.

Email is perfect for spreading the word about this. It’s a win-win situation! Here’s how to make a referral scheme work:

1. Offer a tempting incentive for both the referrer and the referred friend.

2. Make it easy to refer – provide a unique code or link.

3. Promote the scheme regularly through email and social media.

Email isn’t just for blasting out promotions; it’s a brilliant way to build stronger connections with your clients. Think of it as your digital ‘hello’, a chance to show you care beyond their appointments.

Regular, thoughtful communication can really make a difference in client loyalty and satisfaction. It’s about making them feel valued and remembered.

Let’s be honest, everyone forgets things sometimes. Appointment reminders are super helpful, but they’re also a chance to show you’re organised and respect your clients’ time.

A friendly reminder a day or two before their appointment can reduce no-shows and give them a chance to reschedule if needed. You could include handy details like directions to the salon or parking info. It’s all about making their visit as smooth as possible.

Showcasing your clients is a fantastic way to build community and demonstrate the results you achieve. With their permission, share before-and-after photos or stories about their salon experience.

It’s a great way to inspire others and make your clients feel special. Plus, it’s free advertising! Just make sure you always get their consent before sharing anything.

What do your clients really think? Asking for feedback shows you care about their experience and are always looking to improve. Send a short survey after their appointment to gather their thoughts.

You can use this feedback to refine your services and address any concerns. Positive testimonials can then be used on your website or in marketing materials to attract new clients. It’s a win-win!

Email marketing can feel like a full-time job, right? But what if you could set things up so that a lot of it runs itself? That’s where automation comes in. It’s not about replacing the personal touch, but about making sure the right messages get to the right people at the right time, without you having to manually hit ‘send’ every single time. Let’s look at how you can make this work for your salon.

Think about the emails you send regularly.

• Appointment reminders?

• Birthday greetings?

• Welcome emails for new clients?

These are perfect candidates for automation. Set up templates for these, and then use your email marketing platform to trigger them based on specific events or dates.

For example, a welcome email could be sent automatically when someone signs up for your newsletter, or a birthday email could go out a week before their birthday with a special offer. It’s like having a little marketing assistant working 24/7.

Drip campaigns are a series of automated emails sent out over a set period. They’re brilliant for nurturing new clients and guiding them through what your salon has to offer.

A typical drip campaign might look like this:

1. Email 1 (Day 1): Welcome email with an introduction to your salon and its services.

2. Email 2 (Day 3): Highlight your most popular treatment with a client testimonial.

3. Email 3 (Day 7): Offer a discount on their first booking.

4. Email 4 (Day 14): Share some hair care tips and promote relevant products.

The key is to provide value with each email and gently encourage them to book an appointment. Don’t bombard them, but keep your salon top of mind.

Follow-up emails are a goldmine for getting feedback and encouraging repeat bookings. After a client’s first appointment, send an automated email asking about their experience. You could include a short survey or simply ask for a quick review.

You can also use follow-up emails to promote related services or products. For example, if someone had a haircut, you could follow up a week later with an offer on a conditioning treatment. It shows you care and helps to keep them coming back.

Consider partnering with seasoned marketing professionals who truly understand your industry—experts you can trust to represent your business with integrity and subtlety. With the right support working behind the scenes, you can maintain focus on delivering exceptional service, knowing that your marketing efforts are in reliable hands.