Contrary to popular belief, email is NOT dead. Indeed, people use it to check in with each other, exchange links, and engage in conversations. It's probably one of the most efficient ways for your salon to reach its target market, and establish positive rapport with established groups of potential clients. Without an email marketing strategy in a salon marketing plan, any marketing you do has to be contrived. It must be crafted carefully and thoughtfully using the latest, and greatest, language to explain what you have to offer to your prospect audience in words they understand. However, if you have an email marketing plan in your business and it's not working, consider these 5 tips to make it work:
1. Give your potential clients and existing clients an incentive to sign up for your email marketing list. Offering prizes or coupons, free products, or special promotions is one way to do this. Besides being immensely exciting and motivating to sign up, an email list is a great way to establish it within your salon marketing plan. If people have open access to your information, they likely won't skip the opt-in process. This, in turn, serves as a great foundation for your future communications.
Do your current clients like getting updates from you? Celebrate their loyalty. Once you've got people on the list, make it a point to communicate with them regularly. Some of the communication you want to make sure to do is state the benefits of your offering. This is a good way to build on each client's interest.
2. Begin your email messages with a line to pique your reader's attention like "If you haven't signed up yet, subscribe to the next list, our XYZ list," or "Sign up now and get 10 coupons for free products." When you begin your email messages with a pique to pique your reader's attention, the possibility of being interested in your newsletter will increased greatly. For more proof, look at direct mail advertisements. The majority of them come right at you from the get-go, while others give you an incentive to sign up with them for more information.
3. Make it your goal to improve your headline for each email you send. Ask yourself, "Why do people read my email? How are my emails appealing to my readers?" You may simply be getting the message across in your email marketing campaign or you may want to provide tips and/or display a special promotion or incentive that will be easy for your reader to accomplish. Either way, a compelling headline is a must-have for any hair salon marketing campaign.
4. Create an easy-to-read layout in your email that's easy on your reader's eyes and time. By allowing your reader to web surf through your website, you are going to cut down on it's importance. That said, it's crucial to provide quick searches that will allow customers to take an overview of your services or anything else you want them to know. If you have the layout and layouts you want available through your salon marketing plan, you can a roll with it. If you don't have those options, it may be a good idea to spend a bit more time to customize your layout and design. One format such as this can help your salon market, as once people go to your website to view your promotion or information on a client, they are more inclined to purchase from you than if they had to read their information.
5. Be sure your email offers are generous enough to be considered a good pay-off. For example, your newsletter might pay for itself in this month's promotion, but after that, you have to ensure your email offer pay off. If it's too limited, your reader will dismiss it right away. As with any direct mail marketing campaign, promotion information is a must-have, but once again, it has to be used in a way to not only entice the reader to go to your website, but to also make it a no-brainer plan to purchase from you immediately.
If you feel like you have to pay a lot of money to get someone's attention, or you aren't a marketing "guru," an email marketing campaign is probably right for you. They just have to be done right. And although they are inexpensive, if you properly implement an effective strategy, you can get in front of more people for much less money than other forms of marketing.
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