Sending out an email to your salon clients is different than other forms of promotion. Email provides an opportunity for salon owners to gauge reader interest through links. Unlike a traditional postcard or print ad, an email is a string of requests for the reader to take action.
Some of the linkable actions in an email include:
- Booking appointments.
- Providing an RSVP to a salon event.
- Liking or following on social media sites like Facebook, Pinterest and Twitter.
- Reading a recent blog post.
You could request all of these actions in an email and hope for the best, but without a link, there is no way to tell if your clients will follow through. Each email communication should be a calculated move that is set up to provide you valuable information on the interests of your clients. Some of the metrics you should monitor are:
- Messages sent.
- Messages delivered.
- Messages opened.
- Click-thrus.
- Unsubscribes.
All of these metrics are valuable to understanding your overall email marketing effectiveness. To increase your success with email linking specifically, keep these things in mind:
- Use variety. Find out what your clients are truly interested in by giving them options in linking. Modify future email campaigns based on what your clients like the most.
- Be mobile-friendly. More and more people are checking emails on the go, so be sure your linking is directing to mobile-friendly web locations. You also want to make sure your clickable text and graphics are very clear, even on a mobile phone. If a client cannot see your link easily on a smartphone, he or she is very unlikely to revisit it later.
- Write a strong subject line. Let your clients know exactly what to expect when they open the email and then support that subject with applicable links. Prep your readers for what you will ask in your email so they know what actions to take.
When you send emails, take advantage of the interactive nature of the medium. Make it really easy for your clients to respond by providing clear, actionable links through your email messages. You are the expert, after all. Guide your clients to the desired action with strong email linking.
Author Bio: Valorie Reavis
Social Marketer, foodie, closet geekA marketing professional who has focused primarily on the hair and beauty business for of the past decade, Valorie now runs linkup marketing, a digital marketing agency for the hair and beauty professional. Valorie works to engage clients in the marketing process and help them successfully engage with their clients and community. Energetic and passionate about the industry, Valorie focuses on blending traditional and digital media in order to bring salons closer to their clients.
