Why email marketing is essential for beauty and wellness businesses

Email marketing has become an essential element of any beauty and wellness business's strategy. It offers a cost-effective way for salons, barbershops and spas to strategically engage with their customers, build brand loyalty and drive sales. We unpack what you can get from email, the key benefits of that channel for your marketing plan, and offer tips for creating effective campaigns.

  1. What can email campaigns do for your business
  2. The benefits of email marketing
  3. Tips for an effective email marketing strategy
  4. Email marketing templates for salons
  5. Make the most out of your email marketing campaigns

What can email campaigns do for your business


Build and maintain relationships with customers

Emails are a great way to reach out to your customers directly and communicate with them on a regular basis.  By keeping your clients in the loop with regular newsletters, updates and enticing promotional offers, you can ensure they stay engaged and well-informed about your salon's latest product offerings and services. 

Drive sales and revenue

Email marketing can be an effective way to drive sales and revenue for your business. By sending targeted and personalised messages to your customers, you can increase your conversion rates, generate more revenue and drive interest around the services and products you offer.

Increase brand awareness

Email marketing is a great way to increase brand awareness and promote your business. A compelling case could be made for including logos and branding information within emails drafts since this tactic reinforces an organization's identity in consumers' minds better than few other strategies do. 

Cost-effective marketing

An additional advantage for businesses looking into utilising these tools lies in the low prices associated with launching an effective email-based advertising campaign adequately. Small salons need not allocate excessive funds towards promotion expenses while still receiving excellent lead generation results that aren't completely contingent on relying solely on third party companies or services. 

Reduce reliance on social media and search engines

Overlooking the benefits of email marketing could mean missed opportunities for small businesses who do not have access to extensive advertising resources. Email marketing can help you reduce your reliance on social media, search engines, or other third-party platforms to generate sales.


The benefits of email marketing

Increased customer engagement

Consistent email campaigns are valuable tools to engage customers regularly by keeping them up-to-date with company news updates regarding various products/services provided. Additionally, you can provide custom recommendations that'll make your clients succeed while also requesting reviews post-sales appointment - this one-on-one relationship builds brand loyalty over time.

Segmented targeting

One major benefit of email marketing is the ability it offers companies to target potential customers according to factors like consumption habits or demographics. Email segmentation enables marketers to deliver effective promotional content by developing targeted messages for each group within their mailing lists. Segmented campaigns ensure maximum engagement as they provide recipients only with what they may be interested in receiving; thus increasing the chances for lead conversion. 

Low investment, high rewards

Salons can reap the benefits of email marketing with a small investment and expect high returns. By leveraging the right online booking platform, businesses can create stunning, branded emails using email templates and design features while maintaining costs. You can even use your platform's email marketing tools and template gallery to create original, fully branded emails, making it easy to create visually appealing emails even without design expertise.

Foster customer loyalty

Email campaigns are an excellent way to generate customer engagement and provide opportunities for businesses to build relationships that keep their customers coming back. Regular emails provide an opportunity for brands to offer valuable information, establish authority within their industry, foster customer loyalty, and encourage word-of-mouth recommendations among satisfied clients. 

Tips for an effective email marketing strategy

Now that we've covered how emails can benefit beauty and wellness businesses, let's look at some tips for creating effective email campaigns:

  • Create eye-catching subject lines: The email subject line is the first thing that people will see. Ensure each message makes an impact by creating engaging subjects lines that grab attention right away, with personalisation, humour, and urgency.
  • Make sure to use engaging content: Once opened, grab their attention with engaging content – including images, videos and blogs that add value to the reader. Showcase your services, treatments and products, and including relevant information that provides value to the reader. If you have a blog, you can also link it to your blog posts to drive traffic and interest around your content.
  • Provide personalised recommendations: Segmenting your email list offers the perfect opportunity to recommend personalised products and services to customers. Utilise customer data, such as purchase history or location, to recommend relevant items or promotions. For example, sending out reminders for booked appointments will encourage customers to rebook a treatment or service with you, while exclusive promotions for those who are local could help fill up quiet spots in your calendar. 
  • Don't forget to make it mobile-friendly: To ensure maximum engagement across all devices including mobiles which more people rely on now than ever before, make sure your emails are optimised for mobile viewing. To ensure that your email marketing hits its mark, catering to readers who may access messages on mobile devices is key. Employing a responsive design tailored for screens both big and small is particularly effective in meeting this aim. 
  • Test and analyse: In order for these tactics to pay off, keep in mind that successfully communicating with target audiences should always rest on presenting clear messaging that speaks directly to them. To gauge if all of these measures are working accordingly? Look no further than experimentation via A/B tests. 



Email templates for salons

Not sure where to start? We got you. We've created five email templates for hair salons:

Seasonal promotion

Subject: Spring into a new look with our special offer!

Dear [First Name],

Spring is here, and it's the perfect time to refresh your look! At [Salon Name], we're giving our loyal clients an exclusive promotion to help you spring into a new look.

For a limited time, enjoy [percentage off/discount] on [service or product]. Book now to take advantage of this special offer and get ready to shine this season!

[Include a call-to-action button to book an appointment or shop for products]

See you soon,
[Salon Name]

New service announcement

Subject: Introducing [New service] - Perfect for [Hair type/Concern]

Hi [First Name],

We're thrilled to announce a new service at [Salon Name] that's perfect for [hair type or concern]. [New service] is designed to [brief description of the service's benefits].

Whether you're dealing with [common hair concern], or just want to try something new, we can't wait to show you what [New Service] can do for you.

[Include a call-to-action button to book an appointment or learn more]

Referral program

Subject: Refer a friend and get [Discount] on your next visit!

Dear [First Name],

We want to reward our loyal clients for spreading the word about [Salon Name]. That's why we're excited to introduce our referral program.

Refer a friend to [Salon Name], and you'll both receive [discount or incentive] on your next visit. It's a win-win!

[Include a call-to-action button to learn more about the referral program]

See you and your friend soon,
[Salon Name]

Customer appreciation

Subject: Thank you for choosing [Salon Name] - Here's a special treat for you!

Dear [First Name],

At [Salon Name], we're grateful for each and every one of our clients. We know you have many options when it comes to hair care, and we're honored that you choose us.

To show our appreciation, we're offering you a special treat. [Briefly describe the offer or incentive, such as a free add-on service or discount on your next visit].

Thank you again for choosing [Salon Name]. We can't wait to see you at your next appointment!
[Salon Name]

[Include a call-to-action button to book an appointment or learn more about the offer]

Holiday promotion

Subject: Give the gift of beauty this [Holiday] season!
Dear [First Name],

The [Holiday] season is here, and there's no better way to show your loved ones you care than with the gift of beauty! At [Salon Name], we're excited to offer a special promotion just in time for the holidays.

[Describe the offer or incentive, such as a discounted gift card or a free add-on service with the purchase of a gift card].

Give the gift of beauty this [Holiday] season and show your loved ones how much you care. [Include a call-to-action button to purchase a gift card or book an appointment]

[Salon Name]


Make the most out of your campaigns

In today's digital age, effective communication with clients is critical for any small business seeking growth in the beauty and wellness space. This is where email marketing comes into play; it proves invaluable by building customer relationships while delivering measurable results like increased sales or product awareness. By tracking essential metrics - open rates, click-through-rates & conversion rates - you ensure that every campaign meets its objectives. 

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