Tech Talk

The Best Way to Communicate with Clients

August 20, 2019

While most of the buzz about online marketing today is centered around social media, emails are actually the most effective method of communication. A study by Campaign Monitor shows that 66% of consumers prefer to interact with brands via email, compared to 23% who prefer social media.

In addition, emails consistently have higher engagement and conversion rates than any other platform. This means that your clients are much more likely to book an appointment or make a purchase after viewing an email from you.

There are three big email turnoffs that you should avoid: too many, not relevant, and too small to read. To make sure you don’t miss the mark, follow these tips:

Frequency

As you build your salon’s email marketing campaign, once per month is a great start. Sending emails too frequently can do more harm than good. Try a monthly newsletter format to keep your clients in the loop and advertise your services, products, and promotions on a regular basis.

Then, you can create additional, more specific emails as needed. For example, if you’re hosting a salon event, you can send a separate email to invite clients. Or around the holidays, you may want to send a promotional email focusing on your seasonal gift options.

In general, we recommend sending anywhere between 1 and 4 marketing emails per month. This is the perfect amount to remain top of mind without overloading your clients.

Content

Think of the emails that you like to receive from brands. Which ones do you always open? Usually, the most appealing content consists of deals and promotions. Always approach your content from your client’s perspective. Ask yourself: “why does this matter to them?”. If the answer is unclear, it shouldn’t make the cut.

Once you’ve decided what you want to promote in your email, it’s time to focus on the design. Your emails need to be easy to read and reflect your salon brand. Use your logo, brand colors, and fonts consistently across emails.

Readability is extremely important. Since more than 50% of all emails are opened on a mobile device, be sure to optimize your emails for both mobile and desktop.


There are many free, easy tools to help you create your email campaigns. Canva is a user-friendly platform with beautifully designed templates that you can use to make branded materials, such as emails. MailChimp is a comprehensive tool to build, send, and manage your email campaigns from A to Z.

No matter which tools you use, make it a point to send regular emails to your clients. With an ROI that beats every other form of digital marketing, it’s an opportunity you don’t want to miss!

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