For many, creating a salon email marketing campaign is an arduous task. That’s because it feels like there are so many things to do for those campaigns not to go unnoticed, aka a constant struggle to get more clicks. Many people make the mistake of believing that the communication alone is enough – but it actually takes much more than just text!
“The Anatomy Of A Successful Salon Email Marketing Campaign”
You might remember this heading from another blog post Phorest’s content manager Chris Brennan wrote in the past. Well, here’s a resume of what it takes for your customers to click through your salon’s emails.
Phorest’s 5-Step Process
Step 1: Writing Compelling Subject Lines
Your subject line needs to grab one’s attention and be intriguing enough for it to convince your client to click-through. Here are a few examples of good punchy subject lines:
You Won’t Believe What’s Happening At [Salon Name] This Month
It’s That Time Of The Year Again
Your Official VIP Product Launch Party Invitation Here
Hey, We Thought You’d Enjoy This…
For more specifics on subject lines, you might enjoy this article.
Step 2: Choosing The Perfect Visuals For Your Campaign Branding
While it’s important to send out your emails with images, overdoing it isn’t going to help. The trick is to pick the right image for your concept. Also, choose your content before making your mind on graphics!!!
Remember: you only have one shot to catch your client/prospect customer’s eye. The average attention span for online browsing is quite low. The right image will captivate and convert.
Choose complimentary colors to your branding.
Remember that happiness sells… and so does showing humans!
Always refresh your visuals – change things up!
Images that have patterns tend to work well.
Your images must be in harmony with your email’s message.
Step 3: Writing Worthy Content
Sugar coating to make your content pop is fine, but writing copy just for the sake of filling in white space simply should not happen. In short, keep your salon email marketing campaign short & sweet!
I suggest you plan your email’s content by answering these classic 6 questions: WHO, WHAT, WHERE, WHY, WHEN, HOW.
Who are you talking to, what is the email about, where can your audience get what it is you’re offering, when it’s going to be available and how they can get your offer. It’s important to think carefully about the WHY you’re sending this email to clients. Try to center your efforts on one objective; if you want people to book more facials, then make that the focal point of your email!
Oh, and try to sell the idea of the product or treatment rather than what you’re offering exactly. People tend to dislike being boldly sold to whereas they react much better to feel good emotions or souvenirs…
Step 4: Adding An Effective Call-To-Action
In the case of a salon or spa, more often than not, your call-to-action should be a rebooking link or a button to buy a retail package, voucher or product. Make sure it stands out, easy to click and conveys only one idea. Make it so easy for your clients that they can’t think of any excuse why they shouldn’t click! 😉
Step 5: Ensure Your Email Signature Stands Out
Often overlooked, an email signature is a powerful and low-cost marketing tool. It’s the equivalent of your printed business cards. A good email signature:
Displays your brand’s identity (logo).
Is consistent across all your salon’s employees
Contains links to your website, social media, promotes your salon’s app or recent special offers even!
Sums up all the essential contact information in a quick-to-read format.
Is visually appealing.
Think about how you currently finish your salon’s emails. Simply your name and salon number? Why not try these easy and fantastic ideas listed out in this article!
Your FREE Salon Email Marketing Campaign Ultimate Cheat Sheet!
Keep all the tips & tricks in one place and never let another of your salon email marketing campaigns to go unnoticed! Download your cheat sheet today for free!