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Salon Email Marketing: How To Connect With Your Customers

With the salon industry being highly competitive, building and maintaining strong relationships with your clients is essential for your salon’s success. But with so many salons out there, it can be tough for businesses to stand out from the crowd.


That’s where salon email marketing comes in. By sending targeted and personalised messages to your clients, you can keep them engaged and coming back for more. 

Email marketing for hair salons, barbershops, spas, and nail bars is a powerful tool for these businesses to communicate with their clients. It’s a cost-effective way to reach a large audience and keep clients informed about promotions, events, and special offers. 

Here are some tips for using email marketing to connect with your clients and build brand loyalty.

How to use email marketing to build brand loyalty

Build Your Email List

First and foremost, to start using emails as a marketing tool, you need to build an email list. There are several ways to do this such as online sign-ups, in-store sign-ups, and social media.

Include a simple sign-up form on your website to make it easy for people to share their information with you. Make this more enticing by stating in the copy that by signing up, they’ll have access to exclusive offers and promotions. You could even consider offering a discount code to use on their next visit when they sign up. 

Promoting this on your social media pages is another free and easy way to generate email sign-ups for your salon business. Create content letting people know how they can sign up and offer an incentive to make them more willing to share their email addresses. 

And then there’s simply asking your clients to sign up in-store. Catch them whilst they’re already with you and especially if they’ve had a fantastic experience, it’s the perfect opportunity to capture their information.

Segment Your Email List

Once you have an email list, it’s important to segment it based on client demographics, preferences and behaviours. This allows you to send targeted and relevant messages to specific groups of clients. For example, you can segment your list based on clients who have booked a certain service, or clients who have not visited your salon in a while.

By doing this, you can be sure to send the most relevant emails to your clients and maximise your email campaigns. If you repeatedly send emails to your clients that are not relevant to them, eventually they won’t even bother to open and read them and will most likely end up unsubscribing.

For clients that haven’t visited your salon in a while, you could offer them a discount code to encourage them to book an appointment. And with the Shortcuts Online Booking feature, they can book at a time that suits them making it even more convenient! Really impress your clients by sending them an email on their birthday offering them a free add-on treatment. This is the type of gesture that will go a long way in building a loyal client base, by showing that you care and value your clients.

Create Engaging And Concise Content

The content of your emails is crucial to their success. Make sure to include engaging content that will keep clients interested and informed. 

Your email marketing content could include:

  • Salon news and updates
  • Appointment confirmations
  • Appointment follow-ups
  • Promotions
  • Referral information
  • Tips for maintaining healthy hair and skin
  • Client testimonials
  • Photos of your salon

It’s also important to remember to be concise. People are inundated with emails every day and in today’s fast-paced world, they don’t have the time or patience to read long emails. Keep your messages short and to the point, with a clear call to action. And remember to lead with a strong email subject line so your salon clients receiving these know exactly what you’re offering, this will increase the chances of them opening your emails.

Use Eye-Catching Design

As a beauty salon owner, you’ll know that appearances matter and this very much applies to your email marketing too. For maximum impact, you should use an eye-catching design that reflects your brand and catches clients’ attention. Make sure to include high-quality photos and graphics, and use a clear and easy-to-read font.

Personalise Your Emails

Making someone feel special can pay dividends in building rapport. Personalisation is key to making clients feel valued and connected to your salon. 

This can be achieved by using clients’ names in your emails and sending personalised messages based on their preferences and behaviours. As mentioned previously, you can also send birthday and anniversary messages to clients, offering them a special discount or promotion.

Send Regular Emails

Be consistent with your email communication. Sending regular emails is important to keep clients engaged and informed. This can include a monthly newsletter, weekly promotions, weekly beauty tips or reminders about upcoming events.

Remember, you don’t want to bombard your clients with too many emails, but you also don’t want to go too long without reaching out to them. It’s important to find the right balance and to schedule your emails strategically.

We’ve made it easier than ever for you to connect with your clients by designing our powerful and effective Marketing features. You can send emails to your clients at the click of a button, so you can work smarter not harder to grow your business.

Track Your Results And Optimise

Finally, it’s essential to monitor your email marketing results to see what’s working and what’s not. Use analytics tools to track open rates, click-through rates, and conversions. This will help you to refine your email marketing strategy and improve your results over time. 

Experiment with different subject lines, content, and calls to action to see what drives the most engagement and conversions so you can optimise your email campaigns.

Boost Client Connection With Shortcuts Marketing

Email marketing is a powerful tool for salons to connect with their clients and build brand loyalty. With the right strategy, you can create successful email marketing campaigns that keep clients coming back to your salon time and time again.

Shortcuts are one of the world’s leading providers for the hair and beauty industry. With our game-changing email marketing features, you can take the pressure out of building brand loyalty without compromising your success. It’s time to work smarter, not harder. 

Book a demo or get in touch with our team of experts to learn more.

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