Let’s start with the basics. There is this thing called a CRM, client relationship management tool. For many of you, systems like Vagaro, Salon Iris, or Gloss Genius are going to work well as an all in one tool. These salon software tools will allow you to manage, interact, market and track your existing and new clients.
Your salon software is going to give you great control over the relationship management piece of your clients. Many people ask if they should have an email list outside of their salon software. I don’t necessarily recommend that for 95% of salon owners because the less moving pieces the easier it will be to stay consistent with emailing and texting your clients.
So what I would encourage you to do, don’t make your life more complicated. Sometimes when you have lots of different moving pieces, things are more scattered. It’s more complicated and that’s not what I’m trying to do for you here. I’m trying to make your business and life easier.
Next, I find most salons are NOT emailing or texting their clients consistently. Many of you are like, I don’t know what to say, I don’t know how often to send something, and I don’t want to be spammy.
You’re in the relationship business right? Making people feel good, being a listening ear, and an encourager. Remember, you are someone that your clients know, like and trust. The goal of our email and text marketing is to strengthen those relationships and building more loyal and raving clients. Email and text marketing for your salon business will fill the gaps, making you more sales, increasing retention and more.
So let me give you some solid email and text IDEAS that you can use starting today.
- Educate your clients on product. For example focus on a different product every week.
- Talk about different ways to care for different hair types.
- Do a Facebook live this week using a blow dry brush or hair tool/product and send an email and or text message to your salon clients. Because guess what? Maybe 200 people saw that video on the replay, but with email another 200 may see it.
- Last minute appointments. This is a money maker. I can’t tell you how many times you can fill a cancellation or opening using this.
- Introduce yourself or your team. Connect on a deeper level.
So let’s talk numbers because they don’t lie! Typically a good open rate for an email would be 20 to 40%. The open rate means they actually open your email. So if you have 500 clients on your LIST, then around 100-200 people will open your email. Now, what about text message open rates? They are typically at 90%+. LIFE CHANGING! If almost 500 people opened your text…. this is your opportunity to shine. 
But Brandie, they charge for each text I send or a text marketing plan on my salon software. YES! Business is not supposed to be free. You’re supposed to have to pay for stuff. You want people to pay you for your services. You should have a marketing budget for your salon every month. If you sell 1 bottle of shampoo or conditioner or lash serum, or facial cleanser, you have just made your money back.
But I know you will make more than whatever your email/text messaging plan costs you. If you use it that is!! One email/text a week is a good sweet spot. You can write them, make a plan and schedule them out. I can’t wait to see you grow your income using your salon email and text messaging.
Brandie Bracy,
Beauty Business Coach