Email is just one of the many ways to grow your business, drive sales, and build stronger relationships with current and potential clients. But what are the best practices for standing out in your clients’ inboxes, and how do you know which email marketing metrics you should pay the closest attention to?
We are breaking down everything your business needs to know about maximizing its salon or spa email marketing campaigns to reach more clients than ever before.
Email Best Practices
Explore the following email marketing tips and best practices for making the most of your campaigns:
Encourage Clients to Sign Up
Building out your subscriber list is key to reaping the benefits of your spa or salon’s marketing emails. Continuously encourage your clients to sign up, and always be working on building out your list. Use every touch point to share the benefits and exclusive content your clients will receive when they subscribe.
Make it easy for them to sign up on your website, and don’t be shy about promoting your newsletter often.
Ask for Permission
Always ask for permission to send clients your business’s marketing emails. When they enter their email into your website to book an appointment or fill out a contact form, also provide an option for them to opt in to receiving your emails.
People may report your messages as spam if you do not explicitly ask for permission. If enough people mark your emails as spam, your business’s email could be flagged or even deactivated.
Offer an Incentive for Signing Up
One of the best ways to motivate a client to join your mailing list is to offer an incentive for signing up, such as a discount on a product or service.
In addition to offering a reward or perk for joining, be sure that you are sharing high-quality content so your clients want to remain subscribed.
Tell Subscribers What to Expect
Another best practice for email marketing is to let your subscribers know what kinds of content to expect from your business and how often they will receive messages if they sign up. Sharing this information will help your clients determine if they want to join your mailing list or opt out.
Automate Your Emails
Automating your business’s marketing emails is an excellent way to optimize your campaigns, and regular contact will keep your business in your subscribers’ minds. Automation enables spas and salons to personalize their messages and easily scale their marketing strategies.
Our Meevo Marketing suite makes it easy to create automated campaigns that reach specific audiences at the best times to improve the effectiveness of your emails.
Test Your Email Campaigns
Testing different content is a major part of creating the best email campaigns for your spa or salon. Your business can benefit greatly from trying out various changes, like swapping out the following:
- Subject lines
With Meevo, your spa or salon can use A/B testing to see what your clients respond best to and inform how you approach your future email campaigns.
Enable Subscribers to Opt Out With Ease
Enabling subscribers to opt out of receiving your marketing emails is very important. Including an easy-to-find link to unsubscribe at the end of your messages will help ensure your emails are not seen as spam. It also demonstrates your respect for the reader and their privacy.
If you notice a high number of subscribers opting out of your mailing list, your business should reevaluate your campaigns.
Send Emails During the Week
Weekdays are the best time for sharing your spa or salon’s email marketing campaigns. Avoid sending messages over the weekend. Your clients are more likely to miss your emails during this time because they will be less inclined to check their inboxes.
6 Spa and Salon Email Marketing Ideas
The following are salon and spa email ideas that will help your business engage with your clients and enhance your marketing efforts:
- Special occasions: Sending emails to your mailing list on special occasions, such as the recipient’s birthday or first-time client anniversaries, is a great way to show your appreciation.
- Monthly newsletters: Having a monthly newsletter is a fantastic way to keep your clients in the know about your business and stay top of mind. You can highlight staffing updates and share what’s new at your spa or salon to maintain client interest.
- Special promotions and offers: Sharing limited-time deals in your spa or salon’s marketing emails can be highly beneficial for your business. Including a link to book an appointment in your promotional emails can also be advantageous and increase sales.
- Loyalty campaigns: Another spa or salon email marketing idea is to promote your loyalty campaigns. Don’t be afraid to highlight the benefits of your rewards program or encourage your committed clients to share referrals for your products or services with their friends and family members.
- Reengagement messages: Reaching out via email to clients that have not engaged with your spa or salon in a while can be an effective way to remind them of your services and encourage them to return and explore what’s new at your business.
- Product or service spotlight: Your spa or salon can use your campaigns to showcase the features of your products and services. Email marketing for hair salons provides an excellent opportunity to share photos of your team’s best work.
Email Marketing Metrics to Measure Success
Salons and spas can benefit from monitoring the following email marketing campaign key performance indicator (KPI) metrics to assess their overall success and impact on your clients:
Open rate refers to the percentage of recipients that open an email. Having a high open rate means your business’s subscribers are engaged in your marketing messages. Our email and SMS marketing partner Emma recommends aiming for an open rate between 15% and 25%.
If your business isn’t satisfied with your open rate, consider the following tips:
- Write more compelling subject lines to entice your customers to want to open the email.
- Keep your emails short with a clear call-to-action (CTA).
- Create segmented customer lists within your spa or salon software so you’re reaching the right audience and avoiding over-emailing.
- Try A/B testing your email content (subject lines, email body copy, images, and CTAs) to see which are more effective or which aren’t catching the eyes of your recipients.
A click-through rate is also an essential KPI for spas and salons to track. This metric is the percentage of recipients that click on an embedded link in your business’s email.
Click-through rates indicate the overall effectiveness of your email content. One way to boost your click-through rate is to test out different CTAs with A/B testing.
Another way to increase this rate is to try using different content types for your recipients to click on during email campaigns. For example, your business can compare the difference between an email that links to a YouTube video and an email that links to your website’s retail product section to see which garners more clicks.
Spas and salons should also pay attention to bounce rates. This metric refers to the percentage of emails sent that are not delivered to recipients’ inboxes. Your business can use this metric to clean up your subscribers list so you can determine which email addresses are either invalid, closed or nonexistent.
Conversion rate is one of the most important email marketing metrics to pay attention to, as it lets you know what percentage of recipients actually took action, whether that’s purchasing a product or booking an appointment.
To calculate email conversion rates, divide the number of conversions (subscribers who took the desired action) by the number of emails delivered and multiply by 100. For example, 16 conversions ÷ 1,200 emails delivered x 100 = 1.3% conversion rate.
If you are consistently seeing a poor conversion rate, you may want to reevaluate your content strategy, segments, and how emails are displayed on mobile devices. Over 50% of emails are viewed on a smartphone, and if they’re not mobile-responsive, you could miss out on reaching half of your audience.
Explore the following ways to boost conversion rates:
- A/B testing: Try A/B testing your email subject lines, design, and send times.
- Switch up your content topics: Share new kinds of information and topics to find out what your subscribers are interested in.
- Customize CTAs: Use personalized CTAs to spark attention and boost reader engagement.
Forwarding rate tracks the number of email recipients who either clicked on a “Share” or “Forward” button. High forwarding rates can lead to new contacts in your email list, which could, in turn, lead to new customers!
If you are getting new people to join your email list, you may want to send out a custom email welcoming them to your list. You can even send them a special offer on their first service just for joining!
Tracking your unsubscribe rate can help you provide the right value to the right people and minimize email fatigue. We all understand the frustration of receiving too many emails! The unsubscribe rate can help you determine which content works well and which content leads to more unsubscribes. You may want to avoid resending content like that in the future!
If your email marketing metrics reveal an increase in unsubscribe rates, it may be time to adjust your strategy. For example, your business might want to send emails less frequently or avoid sending them on certain days.
Learn How Meevo Can Help Your Salon or Spa
Have you thought about using an email marketing platform to boost your business growth? The Meevo Marketing suite can help optimize your salon or spa’s email campaigns with various tools and capabilities.
Our salon and spa software makes it easy to design emails, automate campaigns, and track all of the email marketing metrics that are key to your business’s success! Tracking these KPIs within your spa or salon software will help you improve your content and amplify your marketing efforts.
Are you ready to get started? Schedule a demo for Meevo salon and spa software today!