Email newsletters are a great way to spread the word about new things that are happening with your salon, the latest style trends, and your latest promotions. They keep your business fresh in your client’s mind between visits while also encouraging them to return. An email newsletter is easy to create and send to your clients on a regular basis, but if what you have to say does not interest the reader, it will not matter how polished the newsletter looks. Here are some things to include that will make your newsletter stand out in your clients’ inboxes:
- Content – having great content is probably the most important element of a great newsletter. Consider having a few sections of content that are updated ever month, similar to the sections of a newspaper. Some ideas of what you could discuss would be new products your salon is featuring, a spotlight on a salon employee or stylist, and a special or sale that you are running that week or month.
- Graphics – using graphics can help to catch your reader’s eye. You know that saying, “a picture is worth a thousand words?” This definitely applies to e-newsletters. Consider including photos of your most recent satisfied clients. Seeing that people are willing to have their photo taken and published will speak volumes about you as a stylist. You can also find professional stock images on sites like Shutterstock and iStock.
- Share the Spotlight – a newsletter should not always be just about your salon. Find ways to talk about your clients and the community, too. You could have a photo from a local restaurant (preferably with you and the team in it), a good review or just a shout-out to a loyal client.
- Call to action – where can the reader find more information? Where can they book IMMEDIATELY? This is potentially the most vital part of the newsletter as it’s what increases the response rate. Provide direct contact to your salon in the body of the newsletter so all that a reader needs to do to book an appointment is click.
- Frequency – how often should you send out a newsletter? For most salons, once each month is sufficient but you may want to send one out more frequently depending on the preferences of your client base. Whatever time frame you chose, make it consistent. Deliver your content at the same time and the same frequency, and keep your style consistent too.
Be sure to ask your clients as they come through your salon if they saw or read your e-newsletter. Ask them for feedback about what they read so that you’ll know what kind of content to include in the future.