The 3 Emails Every Beauty Professional Must Have
If you have a robust social media following, do you really need email marketing to grow your beauty business? The answer — absolutely.
Let’s be honest: social media is exhausting. The constant algorithm changes create the need to post constantly and cross your fingers that your posts will land in your clients’ feeds. And let’s not even talk about the possibility of getting locked out of your account.
But your email list? That’s the ultimate way to make sure every message you send is received by dream clients who want to hear from you, instead of at the mercy of the algorithm gods. No fighting for visibility, no guessing games.
But where do you get started with salon email marketing? Let’s break down the three email series every beauty professional needs.
New Subscriber Welcome Email Series
When someone joins your email list, don’t ghost them! Show them what it’s like to be a part of your business and a taste of what they’ll experience in your chair with a welcome email.
Make sure to include:
What to expect from your emails | Do you reach out weekly or monthly? Will you send a newsletter or open appointment notifications?
A little about you, your team, and your salon | People want to know the person behind the chair, so it’s okay to get a little vulnerable here.
Your why | Why do you do what you do? Why will they love being a part of it?
You can make this a single email or build a 3 – 5 email series that walks them through who you are, who you serve, and why you love what you do. It may take a few days to build out, but it’s worth making new subscribers feel welcome and seen. Plus, a new subscriber welcome email can help paint what it’s like to work with you.
Automate this to send every time someone signs up to get emails from you to take a task off your to-do list and make new subscribers feel at home.
How to Write Newsletters
I hear from a lot of beauty professionals who avoid email marketing because they feel like they don’t know what to say. But skipping out on a regular newsletter email is an easy way to stay top of clients’ minds without stress.
How? Create a simple, easy-to-replicate newsletter layout and use it to send out emails on a regular cadence. It doesn’t matter if it’s weekly, twice-monthly, or monthly, but commit to showing up regularly in your subscribers’ inboxes.
Here’s a few ideas of what to include in your newsletter:
What’s new in your business
Upcoming promotions and any openings you have in your schedule (don’t forget to include easy ways to book)
A styling tip or product recommendation your dream clients will love
Upcoming local events you’ll be at or that your clients would be interested in
Links to buy retail from your online store or for in-salon pickup, and to book an appointment
Block a time every week or month to write your newsletter. It may take a little time at first, but it gets easier — promise!
If the idea of writing a regular newsletter is daunting, I see you. Repurposing your social media posts in your newsletter is a great way to add content and make sure clients see important updates without recreating the wheel. (If you need help, check out Elevated Inbox for done-for-you email marketing!)
Remember, consistent emails means being top of mind for clients, which leads to more bookings, rebookings, and money in your chair.
Bonus Tip! Brand Your Emails
Your emails are a part of your business’s ecosystem and should feel like it. Use your brand colors, fonts, and logos to build out everything in your salon’s email marketing, from new client series to newsletter templates. Make sure the button styles match your website. It feels like a little detail, but those add up to create an exceptional client experience.
If you find yourself getting stuck looking for photos of your salon to put in emails, create a designated Google Drive folder. Add salon photos and any other brand photos you use on a regular basis when creating emails so they’re always right at hand.
Whether you want to book more dream clients, boost retail sales, or just finally feel organized in your marketing, email makes it easy. Setting up a few basic email series and creating a newsletter template may take some time upfront, but once it’s set up, it does the work for you.
If you’re ready to take your business to the next level and curate your communications, join Elevated Email and learn how to set up email marketing systems that grow your service-based business.
