Marchelle got an email from a spa last week that made zero sense to her.
You know what I’m talking about. Those salon promotions that read like they’re written in a foreign language. This isn’t just annoying. It’s actually driving clients away and costing you money.
I just wrapped recording episode 63 of Marketing 100 with industry veteran Marchelle Mooney, and we dug into this exact problem. Trust me, the conversation was eye-opening.
Stick with us for some no-BS advice on writing emails people actually open, real-world examples of what’s failing, and how to pack your schedule without sounding like you’re begging for business.
Play the short…
… and watch the full episode 63 of Marketing 100 with salon industry veteran Marchelle Mooney as we unpack the costly communication mistakes that are driving your clients away.
Continue reading below for our real-talk breakdown of confusing salon emails, actual examples of what’s failing, and simple fixes that will fill your books without sounding desperate.
Want the shortcuts? Grab our free Salon Email Templates and Jargon Translator Guide right now, or keep reading for the full strategy.
Your Salon Lingo is Gibberish to Normal Humans
During our chat, Marchelle (who owned a salon for years and has 15+ years in the industry) told me something that made me laugh and cringe at the same time.
She keeps getting these emails offering her a free “add-in” to come back to a spa where she used to be a member.
“I have no freaking idea what an ‘add-in’ is,” she told me. “But like clockwork, every few months they offer me this mysterious free thing.”
I asked her to break it down for me, and she nailed it:
They’re talking salon-speak instead of human-speak. An ‘add-in’ is apparently different from an ‘add-on’ in their world. Is it something that doesn’t take extra time? Who knows! But I shouldn’t need a decoder ring to understand your promotions.
The folks at VisibleThread call this the “curse of knowledge” when you know something so well, you forget what it’s like not to know it. Their research shows that industry jargon doesn’t just confuse people it actively erodes trust. Not exactly what you want when you’re trying to build a loyal clientele.
Your Emails Reek of Desperation
Marchelle called it out perfectly: “This email is basically saying ‘please come fill our empty appointment slots with our least popular staff members on Tuesday.’ That’s the subtext.”
Then came the follow-up: “A month later I get ‘special offer just for you,'” she laughed. “I open it thinking they might have something good, and it’s 10% off with the same provider on some random Tuesday. Oh, and I need to show the email at checkout. Way to make it clear nobody wants to book with this person! And how exactly is this about ME?”
So you blast your entire email list with a desperate promo. But here’s why that strategy sucks:
- You’re playing defense instead of offense
- You’re talking to everybody, which means you’re connecting with nobody
- You’re teaching clients to ignore everything you send
- You’re not offering anything people actually want
- Understanding why desperate discounting damages your salon’s value can transform your approach to promotions
Marchelle didn’t mince words:
“These emails train your customers to never book with you. You’re just spamming them with meaningless garbage.”
And it’s not just us saying this a study found that how customers perceive your promotions directly impacts their view of your brand.
When they smell desperation, they’re not just ignoring your email they’re mentally downgrading your entire salon.
↓ Pin it for Later ↓
Here’s How to Write Emails People Actually Give a Damn About
Stop with the panic-button emails full of salon mumbo-jumbo. Try these 4 tips instead:
1. Ask Your Clients What’s Really Up
“If I were running that salon,” Marchelle told me, “I’d contact everyone who came in during the last two weeks and offer something actually exciting like 50% off their next service if they fill out a quick feedback form.”
This move is brilliant because it:
- Shows you why certain staff members aren’t booking
- Gives you a chance to fix actual problems
- Gives clients a deal they’ll actually jump on
- Creates relationships instead of one-off transactions
- Sets you up for mastering the art of salon rebooking instead of constantly hunting for new clients
I love how Marchelle put it:
“What if they tell you the stylist has bad breath or BO? That’s fixable! But you need the guts to hear the uncomfortable truth.”
2. Talk Like a Normal Person
The easiest fix? Stop talking like you’re at a salon industry conference. As Marchelle said, “Your clients shouldn’t need a translation app to book a haircut.”
Need help writing better emails? Marchelle gave us this ChatGPT hack:
“Type ‘I am a 35-year-old work-from-home tech professional looking for a massage. What email would make me book right now?'”
This trick helps you step outside your salon bubble.
3. Be Your Own Secret Shopper
“Go be a client at another salon,” Marchelle told us. “Book something, and pay attention to everything. What words do they use? How do they make you feel? What happens during the consultation?”
She added: “Notice their entire system and how it makes you feel. Then check what emails you get after a week later, or six months later. That’s gold for improving your own business.”
4. Be Specific and Personal in Your Marketing
Marchelle’s story cracked me up: “I live in a small town, and I’ve actually had massages from one of these providers at their old job! I could write a WAY better email selling this person based on my actual experience with their magic hands.”
Stop with the generic “10% off” garbage. Tell me why Ashley’s deep tissue technique fixed your shoulder pain or how Jen’s color expertise saved you from a box-dye disaster. That’s what makes me book not your mystery “add-ins.”
This isn’t just feel-good advice it’s backed by cold, hard cash. When McKinsey dug into the numbers, they found businesses that nail personalized email marketing strategies make 40% more money from their marketing than those sending generic blasts.
Let that sink in. Personalization isn’t just nice it’s practically printing money.
Marchelle didn’t sugarcoat it: “If you think marketing is just the emergency button you push when shit hits the fan, you’re already screwed. Marketing isn’t your business defibrillator.”
She also made a connection that had me nodding: “I guarantee this is the same owner who fights with people in the review section, trying to explain away every bad review.” Sound familiar to anyone? 👀
Instead of fighting with reviewers, learn how to effectively respond to salon reviews in a way that actually improves your reputation.
The marketing pros at The Zoe Team put it perfectly those panic-button promotions might give you a quick hit of bookings, but “once it’s over, the buzz fades quickly without building long-term brand value.” You’re teaching your clients to wait for desperation sales instead of building a business that thrives on consistency.
Fix Your Communication or Watch Your Business Die
Marketing isn’t your emergency flare gun. It’s the ongoing conversation you have with clients who already love you and the ones who haven’t met you yet. And that conversation needs to be in plain English.
As a client, I want to feel like I’m getting something special, not like I’m being sold to. This is Sales 101, and these salons are flunking.
Be proactive, not reactive. If your only marketing happens when you’re panicking about empty slots, that’s a symptom of deeper problems. Implementing proven salon client retention strategies can help you build lasting relationships instead of constantly chasing new clients.
Take a hard look at your last five marketing emails. Would your grandmother understand them? Would they make YOU want to book? If not, it’s time for an overhaul.
Ready to Transform Your Salon Communication?
I’ve created two free resources to help you implement everything we covered in this article:
Download Our Salon Email Makeover Pack
See exactly how to transform desperate, jargon-filled emails into messages clients actually want to open. Includes 5 real-world examples with before/after versions and detailed explanations of what works.
Get Your Salon Jargon Translator Guide
Stop confusing clients with industry terms. This comprehensive A-Z guide shows you exactly how to translate salon-speak into language that builds trust and books appointments.
Both resources are completely free, no email required. Just download, implement, and watch your booking rates climb.
Need help getting your salon business together? We swear by Mangomint hands down the best salon software for 2025. Grab a 60-day free trial with our link.
P.S. For even more proven salon marketing tips, don’t forget to check out the rest of our Marketing 100 series.
