The salons are a rapidly growing trend in Asia and are set to sweep Europe too. With its emphasis on individualism and high-end services, the hairdresser is now more of a fashion influencer than a hair care adviser. As a result, customers are more likely to be attracted to an influencer-owned salon rather than trying to emulate techniques they see in a YouTube video.
The salons are set to become a dominant influence in society due to the convergence of four trends. First, the pandemic has led to more people staying at home and seeking virtual social experiences. Second, as a result of the pandemic, people are seeking new ways to spend their time and explore new interests. Third, the rise of TikTok and other similar platforms has made shorter, snappier content popular, especially among Gen Z and millennials. Finally, the growing influence of social media means that influential people can inspire, guide and teach others via online platforms.
How Do I Get Started?
To get started with email marketing for salons, simply follow these seven steps:
1. Identify the right audience
You don’t need to have huge social media followings to be able to influence people via email marketing. In fact, you might even want to consider avoiding this as an email marketing strategy, as it can make you seem more like a cyber-stalker than a trusted source of advice.
Instead, find influencers in your niche – whether it’s hair, nail or makeup – who have a following and can help you to become the best possible version of yourself. When choosing your influencers, make sure to consider their following, engagement rate and whether or not they’re known for their kind or honest approach to their work. Additionally, make sure that they are, in fact, influenced by you and your products. You can find a full list of influencer traits here.
2. Select a platform
It’s important to decide on which platform you’ll use to send your emails. While there are many benefits to using platforms like HubSpot or MailChimp, you might not want to use a free service due to restrictions on how many emails you can send without creating a backlog. For this reason, you can’t go wrong with a service like Constant Contact or Mad Mimi.
It’s also important to consider what content you’ll use to engage with your audience. While you could use automated emails to provide tips on your products or services, you might want to consider writing a few longer articles to provide more value to your readers. If you’re looking for inspiration, consider reading some of the best email newsletters out there.
3. Create compelling content
Once you’ve decided what you’ll write about in your emails, consider creating compelling content to attract your ideal customer. While you want to be honest with your customers, make sure to pull back on the reins a little bit to avoid coming off too much like a commercial.
To ensure that your content is compelling, you’ll need to carefully consider what you’ll say and use persuasive language. Additionally, make sure to include videos and other visual elements that can engage your audience. For example, you might consider using infographics or visual metaphors to make your point.
One of the best ways to engage with your customer is via email marketing. According to HubSpot, email marketing is still one of the most effective methods of marketing.
4. Customize your emails
Once you’ve got compelling content, it’s time to customize your emails. This means taking into consideration the platform you’re using and the content you’ve created to ensure that your emails look sleek and polished. To get started, simply take the content you’ve created and edit it for the newsletter. From there, you can start adding in relevant images, video and links to further engage your audience. For example, you might consider using animated emails or adding in a video from one of your previous campaigns to provide your customer with a taste of what they might expect from your business.
5. Promote your email list
To get the most value out of your email marketing efforts, you need to grow your audience slowly and steadily. To get started, simply promote your email list in your social media platforms and websites. Consider using content to attract new subscribers and then using email marketing to develop and grow your audience.
You can also use your existing social platforms to start building a community. For example, you might consider using TikTok or Instagram to create video content in your industry. From there, you can gradually add in your email address as a caption or in the description of your video. This will help to establish your brand authority while also creating a space for interested consumers to connect with you.
6. Track the results of your email marketing campaign
Finally, to know if your email marketing campaign is working, consider tracking the results. Just as you would with any marketing effort, it’s important to track the results of your email marketing campaign to determine what’s been most effective. If you’re using MailChimp or Constant Contact, you can easily set up automated email campaigns to track the results of your efforts. Additionally, consider looking at your social platforms to see if there are any signs of success. Are people engaging with your content or are you just posting to satisfy the algorithm?
7. Adjust your strategy
Depending on the results of your initial effort, you might want to adjust your strategy. If you’re seeing low engagement rates or sales, you might consider dropping some of your marketing tactics and pivoting to a different approach. However, regardless of the results of your initial campaign, continue to review and adjust your strategy based on new information and feedback from your customers.
In conclusion, email marketing for salons is a relatively easy and affordable way to grow your business. Simply follow the seven steps discussed here to get started and you’re sure to see results.