JUST PRESS SEND | Pocketmags.com
Modern Barber
Modern Barber


2 MIN READ TIME

JUST PRESS SEND

The past few years have proved that barbershops that kept in touch with their clients bounced back quickest. Email marketing never really went away, but it fell out of favour for social media. However, it’s a platform that should be ignored at your peril. Here’s some unwritten rules to make your emails work for you.

1 DON’T OVERDO IT

Unless you have something urgent or big news to announce, sending an email to a customer more than once a week can feel invasive. Three-four times a month is fine.

2 CHANGE THINGS UP

If your customers only hear from you when you have something to sell them, they’ll get bored quickly and hit unsubscribe. So mix things up by sharing articles you’ve found interesting, links to your own blogs and any information that positions you as an expert in your industry.

3 KEEP IT FRIENDLY

Think about emails you love to receive – the ones you open first. They are usually short, chatty, but relevant. Imitate that style when emailing your customers – if a client isn’t sure whether it was just for them or your entire mailing list, you’ve got the tone right.

4 DON’T FORGET TRANSACTIONAL EMAILS

These are triggered by a customer doing something – for example booking an appointment – and they are a great promotional opportunity. They are also the emails customers are happiest to receive.

5 GET CREATIVE WITH SUBJECT LINES

Keep a spreadsheet of subject lines you’ve seen and liked. Change them up a bit, be intriguing and have some fun to stand out in a crowded inbox. The odd emoji doesn’t hurt and using your customer’s name in the subject line can help get your email open too.

6 DON’T GET HUNG UP ON UNSUBSCRIBES

If you haven’t emailed for a while, be prepared for some unsubcribes. That doesn’t mean they don’t love you or won’t be back. Focus on what is left behind: a whole list of customers who DO want to hear from you by email - and that is a potential goldmine.

7 DON’T FORGET THE P.S

The space below your sign off is one of the most read elements of an email, so when you have a really great message, put a P.S at the bottom. Pick out one important point from your email, or repeat your offer in short form one final time.

8 FROM ME TO YOU WITH LOVE

Emails that come from ‘messages@ or worst of all ‘donotreply@yoursalon.com’ look impersonal and salesy. You’re writing to them as a person, so make sure that comes from you personally. Sign off in a friendly way with your name and email address.

“THINK ABOUT EMAILS YOU LOVE TO RECEIVE -THE ONES YOU OPEN FIRST. THEY ARE USUALLY SHORT, CHATTY, BUT RELEVANT.”

Phil Jackson is the author of The Hairy Book of Email: The Essential Guide To Using Emails to Build Profits in the Hair Industry, available on Amazon and Kindle www.buildyoursalon.com

About

This article appears in the July - September 2022 Issue of Modern Barber


More from this issue

MY BIGGEST CHALLENGE
Despite contending with a serious disability, Simon Townley is one of the most sought-after men’s hair specialists in the UK, counting top footballers among his clients. MB discovered more
The latest industry updates
The latest industry updates
THE 10 MINUTE CHAT
Growing up in a successful family business has led to some invaluable insights for George Smith, who is determined to use his knowledge for the good of the barbering industry
MISTER MOTIVATOR
Mike Taylor may be juggling lots of things, but a passion for education is at the heart of everything he does
STRONG BACKBONE
From the picturesque valleys of Swansea, Wales, to the beauty of the Gold Coast of Australia, Sam Squires travelled some 9500 miles before realising his dream of being a barber
INSIDE
WEST AND HUNTER GENTLEMAN’S GROOMING CLUB 125 CHISWICK HIGH ROAD LONDON

COPIED
This article appears in the July - September 2022 Issue of Modern Barber