What makes successful email marketing campaigns?
As a spa or salon owner, you might be wondering what makes successful and effective email campaigns? Especially now that you’ve got a growing email list of previous customers and potential leads, how can you use email to continue to promote your spa or salon?
While there are a number of different things that go into creating quality email campaigns and developing an email marketing strategy that works, it pays to focus on two key components: the types of email marketing campaigns you’re sending and achieving higher email open rates for your spa or salon.
Types of Email Marketing Campaigns Worth Sending Your Spa Clients
If you want to have a steady stream of clients into your spa or salon, you’ll need to make sure that you’re utilising modern marketing techniques available to you.
Your email list is a powerful tool, and if not used the right way, can cause more harm than good.
To help you with your email marketing campaigns, let’s look at the different types of emails you can use to engage with your clients and potential clients as you attempt to market your spa or salon in an authentic way.
1. The Newsletter
Your spa or salon newsletter is a way to keep in touch with your clients. It’s often an undervalued email, both by spa owners and clients alike. By sending out a regular newsletter email, you can stay connected with your clients and provide them with a way to know about everything that’s going on (within your spa and within the industry) and how that might impact them. Well-cultivated content is the key.
2. Limited Time Offer
Used the right way, a timely email marketing campaign with a limited time offer can turn a potential customer into a long-term client. The key is to not pressure people into buying your services. As a spa or salon owner, you need to be able to market your business, and the best way to do this via email marketing campaigns is to offer a limited time offer. Rather than pressure or beg people to buy, you’re simply tempting them with something they might already be considering.
3. The Welcome Email
The first time a person buys from your company, they want immediate reassurance that they made the right decision, particularly if they’ve bought online. The fastest way to provide this reassurance is to ensure that your brand new client receives a welcome email within minutes of them processing their booking. It should be warm, personal, and provide them with the information they need right now.
4. New Product Emails
A new product offering or service is a great time to email your list. Don’t wait for your newsletter, send out an announcement email marketing campaign letting your current and potential customers know about your new offer and how it can benefit them right now.
4. New Product EmailsA new product offering or service is a great time to email your list. Don’t wait for your newsletter, send out an announcement email marketing campaign letting your current and potential customers know about your new offer and how it can benefit them right now.
5. A Thank You Email
Do you remember the last time you received an email from a company that simply thanked you for being one of their valued customers? How did that make you feel? How often does that company come up in conversations with friends? This is the power of appreciation. Send out regular thank you emails to both your current and potential customers to express your gratitude.
6. Emails Asking For A Review
After a customer has visited your spa or salon is the perfect time to ask for a review. Ideally, you’ll want this email to go out the day following their visit. Provide them with a reason to leave a review (discount codes work well here) too.
6. Emails Asking For a ReviewAfter a customer has visited your spa or salon is the perfect time to ask for a review. Ideally, you’ll want this email to go out the day following their visit. Provide them with a reason to leave a review (discount codes work well here) too.
How to get higher email open rates for your spa or salon
The average email open rate 2020 was just 18%. While this might seem low, it does depend on the industry you’re in, but at just 18%, you’ll want to make sure you’re doing everything you can to increase this for your spa or salon.
What affects email open rates? That’s what we’re going to cover below.
#1: Are your emails mobile friendly?
Most email platforms ensure that your emails dynamically adjust for each screen size that your potential clients are reviewing your emails on. But have you checked? This is the number one reason why your email open rates declining can impact your business.
#2: How good are your email subject lines?
Most companies ignore the email subject line when it’s the most important part of your email. How good your subject lines determine whether you’ll entice someone to open your email or not. Avoid using exclamation marks, the word “free”, and discounts in your subject lines. Words that increase email open rates include using the person’s name in the subject line, “you” or “now” also work well.
#3: Is it clear who your emails are coming from?
Have you adjusted your “from” field to state clearly that the emails you’re sending are coming from your salon? This is an easy change and can increase your open rates by 40%.
#4: Are you using your subscriber’s names in your emails?
We all respond to emails that use our name, so make sure you’re collecting this information from clients or potential customers and then using the “first name” field in your emails.
#5: Are you using personality in your email marketing campaigns?
Nobody likes boring emails. If you want your customers to open your emails, inject some personality. How to increase click rate in email marketing is also tied back to how well your emails read and if anyone is opening them. Personality can assist not only with higher email open rates but by encouraging people to click a link.
#6: Are you timing the sending of your emails appropriately?
When it comes to sending emails to your clients or customers, avoid the weekends and Mondays. The middle of the week works well for spas and salons. This will increase your email open rates too.
When it comes to the email marketing of your spa or salon, how well your email campaigns do largely depends on the types of emails you’re sending and whether those emails are being opened or not.
If you want help with your spa or salon email marketing strategy, the team at Allsopp Media are here to help. Contact us today for a customised approach to marketing your spa or salon.