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EMAIL	
  MARKETING:	
  	
  
SALON	
  EMAIL	
  
MARKETING	
  
DEMYSTIFIED	
  
In	
  today’s	
  salon	
  market,	
  staying	
  compe55ve	
  is	
  crucial	
  to	
  the	
  success	
  of	
  your	
  busine...
UNDERSTANDING	
  	
  
THE	
  BASICS	
  
	
  	
  

Email	
  marke5ng	
  might	
  seem	
  like	
  something	
  only	
  large...
1	
  

UNDERSTANDING	
  THE	
  BASICS	
  	
  

Salon	
  email	
  marke5ng	
  is	
  a	
  powerful	
  way	
  to	
  establish...
DEVELOPING	
  	
  
YOUR	
  EMAIL	
  LIST	
  	
  
	
  	
  

One	
  of	
  the	
  biggest	
  steps	
  in	
  crea5ng	
  an	
  ...
2	
  

DEVELOPING	
  YOUR	
  EMAIL	
  LIST	
  	
  

This	
  is	
  a	
  must-­‐have	
  in	
  the	
  world	
  of	
  email	
 ...
ADDING	
  STYLE	
  TO	
  	
  
SPECIALS	
  &	
  PROMOTIONS	
  	
  
	
  	
  

Think	
  about	
  one	
  of	
  the	
  last	
  ...
3	
  

ADDING	
  STYLE	
  TO	
  SPECIALS	
  &	
  PROMOTIONS	
  	
  

Most	
  successful	
  email	
  campaigns	
  work	
  b...
FINDING	
  A	
  CADENCE	
  TO	
  
YOUR	
  STRATEGY	
  	
  
	
  	
  

Ever	
  get	
  a	
  bombarded	
  with	
  emails	
  ab...
4	
  

FINDING	
  A	
  CADENCE	
  TO	
  YOUR	
  STRATEGY	
  	
  

Unfortunately	
  it	
  happens	
  all	
  too	
  frequent...
We’re	
  happy	
  you	
  took	
  the	
  5me	
  to	
  read	
  this	
  guide	
  and	
  hope	
  these	
  5ps	
  provided	
  
...
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Email Marketing: Salon Email Marketing Demystified | SalonBooker

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In this day and age, Email marketing is a key component to a successful business. By understanding the basics of Email marketing and combining the proper audience with what you are promoting, you are sure to master the art of Email marketing in no time.

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Transcript of "Email Marketing: Salon Email Marketing Demystified | SalonBooker"

  1. 1. EMAIL  MARKETING:     SALON  EMAIL   MARKETING   DEMYSTIFIED  
  2. 2. In  today’s  salon  market,  staying  compe55ve  is  crucial  to  the  success  of  your  business.  With  new  salons   opening  every  day,  it’s  important  to  have  a  plan  to  make  your  salon  stand  out.  That’s  where  email   marke5ng  comes  into  play.  It  gives  you  the  power  to  connect  with  clients  and  deliver  promo5ons  that   inspire  purchases  at  your  salon.       Salon  email  marke5ng  has  the  poten5al  to  work  wonders  for  the  profitability  of  any  salon.  Like  you,   many  salon  owners  just  aren’t  sure  where  to  start.  We’re  excited  to  bring  you  this  quick  guide  on  how   to  successfully  implement  an  email  marke5ng  strategy  at  your  salon.  With  a  few  basic  guidelines,  you’ll   be  ready  to  wow  your  clients  with  en5cing  email  campaigns.       In  this  guide  you  can  expect  to  learn  about  the  importance  of:       •  UNDERSTANDING  THE  BASICS     •  DEVELOPING  YOUR  EMAIL  LIST     •  ADDING  STYLE  TO  SPECIALS  &  PROMOTIONS     •  FINDING  A  CADENCE  TO  YOUR  STRATEGY       Ready  to  dive  in?  Let’s  get  started!    
  3. 3. UNDERSTANDING     THE  BASICS       Email  marke5ng  might  seem  like  something  only  large  companies   need,  but  you’d?  be  surprised  at  the  benefits  it  can  provide  your   salon.  
  4. 4. 1   UNDERSTANDING  THE  BASICS     Salon  email  marke5ng  is  a  powerful  way  to  establish  rapport,  flaunt  your  exper5se  and  keep  in  touch   with  your  clientele.  It’s  one  of  the  most  inexpensive  methods  of  staying  in  the  forefront  of  your  clients’   minds  while  increasing  sales  in  your  salon.       The  basics  of  email  marke5ng  are  simple:       1)  Define  the  ‘something’  that  you  want  to  achieve.  Do  you  want  to  increase  product  sales,  aZract   new  clients,  promote  a  new  service  or  increase  appointment  bookings  during  your  slow  season?   Whatever  you  decide  it’s  important  to  pick  one  focus  at  a  5me  and  ensure  you  are  able  to  measure   the  success  of  your  promo5on.   2)  Determine  who  you  are  targeMng.  Before  you  design  and  send  a  campaign  you  have  to  decide  who   should  receive  it.     3)  Develop  creaMve  concepts  to  include  in  your  email.  Whether  it’s  catchy  headlines,  en5cing  offers   and/or  visual  graphics,  your  email  should  include  items  that  will  grab  your  clients’  aZen5on.       With  email  marke5ng,  you  are  able  to  promote  appointments,  products,  or  specials  through  an  email   campaign  delivered  to  your  contact  lists.    
  5. 5. DEVELOPING     YOUR  EMAIL  LIST         One  of  the  biggest  steps  in  crea5ng  an  email  marke5ng  strategy  is   list  building.  You  will  need  to  get  the  email  addresses  of  exis5ng   and  poten5al  salon  clients.      
  6. 6. 2   DEVELOPING  YOUR  EMAIL  LIST     This  is  a  must-­‐have  in  the  world  of  email  marke5ng,  and  it’s  important  to  have  a  salon  management  system  or   recep5onist  to  record  email  addresses.  Without  them,  you’ll  never  be  able  to  implement  a  successful  email   marke5ng  strategy.       There  are  a  few  different  ways  to  acquire  clients’  email  addresses.  Some  ideas  include  having  a  sign  up  form  on   your  website,  pos5ng  direct  links  via  social  media,  or  asking  clients  for  their  email  addresses  during  a  salon   visit.       Here  are  a  few  other  ideas  you  can  use  to  build  your  email  list:       •  Ask  clients,  both  new  and  exis5ng,  if  they  would  like  to  be  added  to  your  mailing  list  during  check-­‐out.     •  Use  networking  events  as  the  perfect  opportunity  to  get  people  to  sign-­‐up.     •  Give  clients  the  op5on  to  opt-­‐in  to  receive  other  emails  from  your  salon  directly  on  your  website.     •  Offer  clients  incen5ves  for  providing  their  email  address.     These  are  just  a  few  ways  you  can  build  your  email  marke5ng  list  over  5me.  Remember,  you  must  offer  clients   the  op5on  to  sign-­‐up  to  receive  emails  from  you  salon.  You  cannot  send  emails  to  clients  in  your  database   without  their  permission.  It  could  lead  to  legal  ramifica5ons.    
  7. 7. ADDING  STYLE  TO     SPECIALS  &  PROMOTIONS         Think  about  one  of  the  last  emails  you  opened  from  a  company   that  grabbed  your  aZen5on.  It  most  likely  contained  a  promo5on.        
  8. 8. 3   ADDING  STYLE  TO  SPECIALS  &  PROMOTIONS     Most  successful  email  campaigns  work  because  they  offer  perks  in  return  for  providing  an  email   address.  Whether  it’s  providing  a  discount  off  of  their  next  purchase,  early  access  to  product  or   service,  salon  owners  can  take  advantage  of  the  fact  that  clients  love  promo5ons  by  offering   amazing  deals  and  specials  through  email  marke5ng  campaigns.       This  is  especially  true  when  running  exclusive  specials  via  email  that  are  not  offered  anywhere   else.  Using  this  method  in  a  compelling  subject  line  is  great  way  to  grab  clients’  aZen5on.  Take   the  5me  to  create  something  you  think  will  pique  your  clients’  interests.     Some  ideas  for  subject  lines  that  hook  your  clients  include:       •  Using  words  like  “Exclusive”  to  make  clients  feel  like  they’re  geang  a  special  deal  or  are  part   of  an  elite  group.   •  Including  a  percentage  discounts  as  a  sneak  peek  of  the  perks  in  the  body  of  the  email.     •  Incorpora5ng  wiZy  language  to  make  it  fun  and  en5cing.    
  9. 9. FINDING  A  CADENCE  TO   YOUR  STRATEGY         Ever  get  a  bombarded  with  emails  aber  adding  yourself  to  a   company’s  email  list,  and  then  immediately  regret  ever  signing   up?    
  10. 10. 4   FINDING  A  CADENCE  TO  YOUR  STRATEGY     Unfortunately  it  happens  all  too  frequently,  and  it’s  a  classic  example  of  email  marke5ng  gone   wrong.       Don’t  make  the  same  mistake  with  your  business.  While  email  marke5ng  can  be  beneficial  to   your  salon,  you  have  to  strike  the  right  balance  of  how  oben  you  send  your  clients  marke5ng   emails.       The  key  to  make  your  salon  email  marke5ng  campaign  work  is  to  not  overdo  it.  Do  not  send  too   many  emails  because  this  increases  the  likelihood  of  clients  unsubscribing.       Strive  to  create  a  healthy  balance.  Think  about  how  frequently  you  like  to  receive  promo5onal   emails,  and  use  this  same  logic  when  crea5ng  your  salon’s  email  marke5ng  campaigns.  Whether   it’s  weekly  or  monthly,  you  have  to  understand  your  target  audience  and  5me  your   communica5on  according  to  their  needs.    
  11. 11. We’re  happy  you  took  the  5me  to  read  this  guide  and  hope  these  5ps  provided   ideas  to  improve  your  email  marke5ng  strategy.  It’s  never  too  late  to   implement  these  concepts,  and  using  robust  salon  management  sobware  can   put  you  on  the  fast  track  to  crea5ng  a  stronger  email  marke5ng  strategy.       SalonBooker  can  help  you  implement  all  of  these  5ps,  so  feel  free  to  call  us  at   1.866.966.9798  or  visit  www.salon-­‐booker.com  for  a  free  demonstra5on.  
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