Home' INSTYLE Magazine : INSTYLE MARAPL 2016 Contents THE BEAUTY
Email remains one of the most successful ways to
remind clients of your offering, writes Andres Nomm.
Asalon owner complained
to me one day about how
nobody was showing up to her
salon. She's a successful stylist
in her own right but was finding
it hard to get clients through the door. She
was upset because she put all her effort
into creating a beautiful space and great
service standards - her vision was solid!
The salon was built on what past clients
had asked for, but nobody was showing up.
Why? Our response was simple: "we think no
one knows about your offering." Here's what
we told her to do:
In today's competitive salon and spa
market, you have to find ways to 'cut through
the noise' as consumers are bombarded
everyday with messages from a variety of
sources. So what's the answer? Well you've
got to get creative with your marketing to
stay ahead of your competitors. With the
right strategy, email marketing allows you
to inexpensively stay in touch with current,
potential or lapsed clients. It's got the ability
to work wonders for your salon!
Not sure where to start? We've got five
simple steps that will get you up to speed
on how to successfully implement an email
marketing strategy at your salon or spa.
What's a beautiful email without someone
to send it to? A waste of time... We're
always trying to drum it in to our customers
the importance of collecting as much
information about their clients as possible, as
a complete database it's massively valuable.
In fact, the success of a small business is
determined by their ability to manage and
grow off their existing client database.
Start collecting client email addresses
with these ideas:
w Make sure you're recording emails
every single time someone steps foot in
w Whenever a client calls you, immediately
add them to your client list.
w Hold social events at your salon and get
people to sign up using a tablet or iPad.
w Ensure you add a signup form to your
website so clients receive your monthly
CHOOSING YOUR AUDIENCE:
It's near impossible to create a single email
that all your clients will love. The key is
segmenting your audience so the messages
they receive are relevant, timely and
personal. They'll be a whole lot more likely to
open and read your emails if they can relate
Using salon software, like Kitomba, you
can easily segment your client database
with a range of different filters. Here's
an example: you've got a new beauty
therapist at your salon who specializes in
skin care. Filter all those clients who have
had an appointment in the last year for the
service category 'skin care' and haven't
booked a future appointment.
WHAT TO SEND:
Your clients want to be educated, inspired
or even have a laugh when they open an
email from you. They do not want to be
bombarded with endless offers and you
screaming about how awesome you are
(hopefully they know that already). Make
sure you make it about the clients and get
them to realize what's in it for them with
things like new products or staff or top
beauty tips for example. Here the 80:20 rule
comes into play: make sure 80 per cent of
your email marketing is useful, and no more
than 20% per cent is offers or discounts.
HERE'S SOME IDEAS OF WHAT
YOU COULD INCLUDE IN
EMAILS TO YOUR CLIENTS:
w Share some of your top beauty tips.
w Invitations to fun or educational
w The latest salon news that is relevant and
helpful to your clients.
w New beauty products, services or staff.
w A monthly newsletter filled with all of
CRAFTING THE PERFECT EMAIL:
Subject line and sender: What's the first thing
you see when you receive an email? It's the
subject line and sender. It may seem really
obvious but make it clear the email is being
sent from your salon. It's been claimed that
over 40 per cent of email recipients decide
whether to open and read emails based on
the "from" name or email address.
Subject lines are often the only chance
to grab the reader's attention and get
them to open your message. According to
MailChimp, the Beauty and Personal Care
industry has an email open rate of 19.02 per
cent. That means about 4 people in every
5 might not even open their emails. Your
subject line can make or break your email.
w Keep your emails on brand and beautiful.
Using MailChimp makes it really easy
to create amazing looking, mobile
responsive emails using their "drag-and-
drop" template builders.
MEASURING YOUR RESULTS
Here are the top 3 metrics you need to track:
Deliverability: It's a simple question - did
your email arrive at its destination? Using
MailChimp it's easy to see if it arrived, and if
it didn't be sure to ask your client next time
they're in for their correct email address.
Open rate: Take a look and check out
your average email open rate - the industry
benchmark is 19 per cent. You should aim
to beat that!
Click-through-rate (CTR): The ultimate
goal of every email should be to get your
reader to click through on the link you
We've integrated Kitomba and MailChimp
to help you send out your own beautiful,
targeted email marketing campaigns.
To learn more about Kitomba, visit www.
kitomba.com or call 0800 161 101.
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