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.
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.
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.
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.
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.
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.
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.
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.
FROM ME TO YOU WITH LOVE
Emails that come from ‘messages@ or worst of all ‘email@example.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