Email Marketing: Your Direct Line to Clients
Social algorithms change. Email addresses don't. Build an email list that lets you reach clients whenever you want.
Why Email Marketing Still Works
While everyone's chasing Instagram followers, email quietly delivers the best ROI of any marketing channel. Unlike social, you own your email list — no algorithm can take it away.
Email Marketing Stats
Email lets you reach clients directly, build relationships between visits, and drive bookings on demand.
Building Your Email List
Your email list is only as valuable as its quality. Here's how to grow it:
Collection Points
- • Booking form: Require email for appointments
- • Check-in tablet: Capture at arrival
- • Website popup: Offer first-time discount
- • Social media: Link to signup form
- • Receipts: Ask for email for digital receipt
Incentives to Join
- • 10-15% off first booking
- • Free add-on service
- • Early access to promotions
- • Exclusive tips and content
- • Birthday perks
Essential Email Types for Salons
Booking confirmations, appointment reminders, post-visit thank you. These have the highest open rates (60%+).
Updates, tips, trends, team news. Keeps you top of mind between visits. Focus on value, not sales.
Personal touch with special offer. Birthday emails have 481% higher transaction rates than regular emails.
"We miss you" campaigns to bring back lapsed clients. Include special offer to incentivize return.
Seasonal specials, flash sales, new service launches. Keep to 10-20% of your emails max.
Subject Lines That Get Opened
Your subject line determines whether anyone reads your email. Make it count.
Good Subject Lines
- ✓ "[Name], your birthday gift is waiting 🎂"
- ✓ "The #1 mistake ruining your blowout"
- ✓ "Summer color trends you need to see"
- ✓ "Quick: 3 spots opened this week"
- ✓ "We noticed it's been a while..."
Avoid These
- ✗ "March Newsletter"
- ✗ "HUGE SALE!!!"
- ✗ "Hey"
- ✗ "News from [Salon Name]"
- ✗ All caps or excessive punctuation!!!
Pro tip: Keep subject lines under 50 characters. Use the preview text strategically.
Email Automation for Salons
Set these up once, and they run forever:
Essential Email Automations
Email Best Practices
Do
- ✓ Personalize with first name
- ✓ Mobile-optimize (60%+ read on phone)
- ✓ Include clear, single CTA
- ✓ Send at consistent times
- ✓ Test subject lines
- ✓ Segment your list
- ✓ Make unsubscribe easy
Don't
- ✗ Send too frequently
- ✗ Use misleading subject lines
- ✗ Write long, text-heavy emails
- ✗ Forget the CTA
- ✗ Buy email lists
- ✗ Ignore unsubscribes
- ✗ Send without testing
Measuring Email Success
| Metric | Good | Great | Why It Matters |
|---|---|---|---|
| Open rate | 18-25% | 25%+ | Subject line effectiveness |
| Click rate | 2-3% | 4%+ | Content relevance |
| Unsubscribe rate | <0.5% | <0.2% | List health |
| Booking rate | 1-2% | 3%+ | Conversion effectiveness |
Related Topics
Frequently Asked Questions
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