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6 Tips for Creating a Successful Salon Suite Email Marketing Campaign

Email marketing is often overlooked by salon suite owners but makes a huge difference and can generate enormous return on investment.

Creating an email marketing campaign for your salon suite business can be quite a daunting task. It can seem like there are so many things to think of and create to make it a success, but it can actually be quite simple if you follow the 7 tips outlined below.

1. Seize every opportunity to collect email addresses and automate the process. 
In order to build a successful salon marketing campaign you first need an extensive database of email addresses from current clients, former clients, and prospective clients (website visitors). It may seem straightforward, but many businesses make the mistake of not capturing email addresses in key areas. Email addresses can be obtained from many different places, such as through an online booking tool, on your website, Facebook page, or in a loyalty program sign-up. They can also be obtained in salon before or after an appointment, or by going through old databases of former clients. If you're struggling to get website visitors to sign up for your mailing list, it's a good idea to offer an incentive to do so, like a discount on a product or service. A helpful app for salon suite professionals is the A Suite Salon app which, among other things, collects and manages clients’ email address and sends out mass emails directly from the app. It is a powerful tool that can help with all aspects of your marketing campaigns.
2. Target your email campaigns to the right audience.
Your email campaigns shouldn't be the same across the board, but should instead have different messages targeted to different audiences. Having emails which are more tailored to each customer, otherwise known as segmenting, will ensure that you have higher click through rates and actions taken. You can segment your receivers in categories like former clients or current clients, younger or older customers, or by gender. For example, older women could receive information on aging skin care, or seniors promotions, whereas a younger customer would prefer to get student discounts or youth oriented events.
3. Send exciting and interesting emails.
This may sound obvious, but emails which are punchy, funny, or interesting will generate more interest and actions taken than generic promotional emails. Here are some things you can focus on when writing your emails:
  • Having an attention grabbing subject line. The subject line has to be interesting enough to make a client want to open the email. This can allude to a new product being released, a promotion, or event invitation.
  • Having the right visuals and branding. It's important to complement your email with the right images and visual design. This needs to captivate a reader without overwhelming them. Choose colors that complement the content and brand, and keep things new and fresh!
  • Keeping the content interesting and relevant

According to Jennifer Houston, email marketing professional at Eliteassignmenthelp and Oxes says, “a common mistake to avoid at all costs is writing content for the sake of filling up space in an email campaign. If the message is short and sweet, keep it that way!” Understanding your audience and the message you want to convey is the first step to writing worthy content. It's also helpful to stick to one message or objective per email. Consider including a recent salon or Instagram picture, promotions of the month, styling or beauty tips, including seasonal changes.

The following websites are tools you can use to write good content in your emails:

4. Don't forget the call-to-action.
Every email you send should have an informational part and an action part. The call-to-action should be something like a booking link or a link to purchase a product or package. This should stand out in the email, and make it easy for your clients.
5. Develop a good email signature.
An email signature is actually vital to a good email marketing campaign. The electronic equivalent of a business card, it should reflect your business’ brand, have links to your social media accounts, include a link to the appointment booking form, and be consistent for all salon employees. Don't forget to also keep this visually appealing and not cluttered. 
6. Optimize your emails for mobile use.
Since so many people read their emails on their phones on the go, it's critical to have your emails optimized for a mobile screen. Consider sending test emails to check how your emails look on different devices, email apps and providers, such as Gmail or Hotmail.
7. Strategize the release of your emails.
When you have the email ready, a common habit is to quickly hit the SEND button.  A better way is to strategize your email message so it will be viewed by the largest number of potential customers.  Note the time of day.  A good time to send emails is early morning or early evening.  This will ensure they are not buried in the potential customers inbox.  If your email includes a special or limited time offer, ensure you highlight the time of the special and send your first email to allow potential customers ample time to schedule an appointment if a service is needed to receive the incentive.  To get a prospective clients attention a good rule of thumb is no more than 3 emails per week.  Ensure you are not diluting your message by sending multiple emails within a short time of one another.  A strong, well thought message is much more effective than constant email blasts.  
Authored by Freddie Tubbs
Freddie Tubbs is a communication manager at Academized. He enjoys attending online marketing and business events, and contributing posts to Paper Fellows and Australian help blogs.
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