Want to grow your salon without losing that personal touch your clients love?
The secret lies in smart marketing automation.
After working with hundreds of successful salons, I’ve discovered that the most profitable businesses aren’t choosing between automation and personalization. They’re combining both to create powerful, scalable marketing that still feels intimate and authentic. Marketing a hair salon doesn’t need to be a full-time job – it just requires the right tools.
Watch episode 38 of Marketing 100 with salon business experts John Hallberg and Kayle Yanez as they dive deeper into smart automation strategies that keep your marketing personal. This is part 2 of our series on salon marketing tips for 2025.
Continue reading below for our detailed walkthrough of salon automation, including real examples of client follow-up messages, practical segmentation tips, and proven strategies from successful salons.
Smart Client Segmentation: The Foundation of Salon Marketing
One of the biggest mistakes I see salon owners make is trying to speak to everyone at once. Instead, we need to segment our audience thoughtfully – but here’s the key: keep it manageable.
Effective salon client segmentation isn’t about creating dozens of ultra-specific categories, but finding segments broad enough to be actionable while still resonating with clients. Using personalized marketing strategies helps ensure your messages connect with each segment effectively.
For example, rather than trying to create different messages for every possible hair service, you might segment your clients into broader categories like:
- Color service clients
- Regular maintenance trim clients
- Special occasion styling clients
Salon Marketing Automation: Your 24/7 Marketing Assistant
Let’s be honest—when you hear “automation,” you might think of AI or complex technical systems. But as my colleague John Hallberg puts it, it’s really just about creating simple “if this, then that” sequences that work for you 24/7. Modern salon automation tools make this process straightforward and effective.
For example, think about this common scenario: A client gets a color service but doesn’t prebook their next appointment. Without automation, they might slip through the cracks. But with a simple automated sequence, you can:
- Send a thank-you message 48 hours after their visit
- Include personalized care tips from their stylist
- Remind them they’ll need a touch-up in 4-6 weeks
- Make it easy to book their next appointment
Here’s a perfect starter automation: When a client gets a color service, set up an automatic message to go out 4-6 weeks later. Include care tips and a gentle reminder to book their next appointment.
When you’re setting up automations that run continuously, it’s worth getting really specific with your targeting. That’s where you’ll see the best results.
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Making Automation Feel Personal
The key to successful personalized email marketing and client communication is making it feel genuinely helpful rather than robotic. Here’s how:
- Trigger messages based on actual client actions
- Include specific details about their last service
- Add value with personalized care tips
- Time your messages thoughtfully
- Use salon client follow-up automation strategically
This personalized approach pays off. In a recent study automated emails achieved 84% higher open rates and 341% higher click rates compared to manual campaigns (Source). For salons, this means more clients booking appointments and better engagement with your marketing messages.
For Mangomint users, the platform’s flows feature makes this incredibly simple. You can create sophisticated automation sequences triggered by specific client actions – from sending parking instructions to first-time clients to creating targeted upsell opportunities for repeat customers. These client retention strategies help build lasting relationships with your clients.
The Reply Factor: Keep Communication Two-Way
Here’s a pet peeve many salon owners share: sending a message to a client only to realize they can’t reply directly. As John notes from personal experience:
I recently got a text from a business and wanted to reschedule, but couldn’t reply to the message. Instead, I had to hunt down their website and fill out a form. That’s exactly what we don’t want for our clients.
When you send a message to a client, whether it’s automated or not, make sure they can respond easily. Implementing effective salon text message marketing makes your communication feel more personal and shows clients you value their feedback.
Implementation Tips
When implementing salon marketing software and automation tools, start small and build up. Choose one automation to implement first – perhaps that post-color service follow-up. Once that’s running smoothly, add another. The goal is to create a system that:
- Saves you time
- Feels personal to your clients
- Drives consistent rebooking
- Provides genuine value
- Improves salon client retention
The most effective salon marketing strategies are those that you can maintain consistently. By combining smart segmentation with thoughtful automation, you can create a marketing system that works for you 24/7 while maintaining that personal touch your clients love.
Real-World Success Tips
Here are some proven automation flows that work particularly well for salons:
- First-Time Client Welcome: One hour before the appointment, send a text message with parking instructions. It’s a simple touch that makes new clients feel more comfortable.
- Retail Follow-Up: If a client purchases the same product multiple times, automatically trigger a message about your product subscription service or membership program.
- Post-Service Care: Send specific aftercare instructions based on the service received. For color clients, include tips for maintaining their shade; for styling clients, share product recommendations.
The key is making sure every automated message feels personal.
No matter how hard we try to get clients to prebook, some will always slip through the cracks. That’s exactly where these automated touchpoints become crucial to maintaining client relationships.
Ready to implement these automation strategies? Mangomint’s flows feature makes it easy to create all the automations we’ve discussed. Plus, they’re currently offering Marketing 100 listeners an exclusive extended free trial of Mangomint.
P.S. For even more proven salon marketing tips, don’t forget to check out the rest of our Marketing 100 series.
