The Secret to Salon Email Marketing is Personalization | Ep. 07

Admit it, your inboxes are full of junk (and so are your clients’).

Generic salon email marketing often go unnoticed, and we’ve all received marketing emails that feel more like spam than service.

But what if I told you there’s a way to make your salon’s email marketing so relevant and timely that your clients actually look forward to hearing from you?

Play the short…

…or watch the full video of episode 7 of our Marketing 100 series

And continue reading below for our detailed insights and actionable tips to personalize your salon email marketing strategy.

Targeted Salon Email Marketing

Targeted email campaigns are the secret to leveling up your salon’s marketing game. When you send the right message to the right person at the right time, it’s not just marketing anymore – it’s a valuable service to your clients.

And the numbers don’t lie:

• Personalized email subject lines can increase open rates by 26% (Campaign Monitor)
• Personalized emails deliver 6x higher transaction rates (Experian)
• 80% of consumers are more likely to make a purchase when brands offer personalized experiences (Epsilon)

Let’s break down why this matters and how you can make it happen:

Understanding Client Behavior Through Smart Data Use

Remember that client who comes in every eight weeks like clockwork? What about the one who’s overdue for a visit? By tracking these patterns, you can create emails that feel like you’re reading their minds:

Hey Sarah, it’s been 10 weeks since your last cut. Ready for a refresh?

John, your favorite styling product is probably running low. Time to stock up?

Creating Targeted Campaigns from Client Insights

Writing Messages That Connect and Convert

Generic blasts are out; personalized messages are in. Here’s how to nail it:

Tailor your language: For curly-haired clients, talk about frizz-fighting. For color treatments, focus on vibrancy and longevity.

Offer targeted promotions: 10% off for early rebooking or a free deep conditioning treatment with a color service.

Automating Success with Timely Client Touchpoints

Here’s where the magic happens. By combining targeted messaging with automation:

• You save time
• You never miss an opportunity to connect
• Your clients feel understood and valued

91% of consumers are more likely to shop with brands who recognize, remember, and provide relevant offers and recommendations (Accenture).

Using Client Data to Build Lasting Salon Relationships

When done right, personalized marketing doesn’t feel like marketing at all. It becomes a service – a helpful reminder, a timely offer, or a solution to a problem your client didn’t even realize they had yet. This shift in perspective is crucial:

• Instead of “selling,” you’re “serving”
• You’re not interrupting; you’re assisting
• Your messages become welcome additions to your clients’ inboxes, not annoyances

Improving Your Salon’s Email Strategy

One of the most potent aspects of personalized marketing is its ability to surprise and delight your clients. When you reach out with the perfect message at just the right time, you create those “wow” moments that keep clients coming back. For example:

Happy birthday, Lisa! Enjoy a complimentary blowout with your next color service.

We noticed you haven’t tried our new deep conditioning treatment. Here’s 20% off to give those locks some extra love!

Client-Centric Email Marketing for Salons

You might be thinking, “This sounds great, but how can I possibly keep track of all this information for every client?” The answer lies in the smart use of technology. Salon management software like Mangomint can help you with the following:

• Automatically segment your client list based on visit frequency, services used, and products purchased
• Set up triggered email campaigns that send automatically based on client behavior
• Track the effectiveness of your campaigns so you can continually refine your approach

The goal is to make your marketing feel less like a sales pitch and more like a conversation with a trusted friend who happens to be a beauty expert.

Creating Memorable Experiences with Targeted Emails

When you nail personalized email marketing, here’s what happens:

• Open rates soar: Because your emails are relevant, clients actually want to read them.
• Bookings increase: Timely reminders mean fewer missed appointments and more consistent visits.
• Product sales jump: When you remind clients at just the right moment, they’re more likely to buy from you instead of grabbing something at the drugstore.

Ready to Transform Your Salon Email Marketing?

It’s time to say goodbye to the spray-and-pray approach and hello to smart, targeted campaigns that your clients will love.

Here’s your action plan:

• Audit your current client data: What patterns can you spot?
• Segment your email list: Group clients by visit frequency, services, and product preferences.
• Create targeted campaign templates: Think reactivation, product replenishment, and seasonal promotions.
• Set up automations: Use software like Mangomint to trigger these campaigns at the perfect moment.
• Track and tweak: Keep an eye on what works and refine your approach over time.

So, are you ready to make your email marketing as personalized and polished as the services you offer?

Next, watch this: How Salon Automation Software is Reshaping Client Relationships

Are you ready to supercharge your salon’s marketing? This is just the beginning. Stay tuned for 93 more game-changing tips in Marketing 100, our where we share our top 100 Salon Marketing Ideas.

P.S. Don’t forget to subscribe to our YouTube channel to catch all 100 marketing tips.

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