The Importance of Mailing Lists for Salons
Mailing lists, unlike social media posts, have a certain prestige when it comes to communicating with your clients. While a Facebook page might get a like, a mailing list draws customers in to find out the latest news, services and beauty tips from your business. Underestimate this at your peril, as your customer has subscribed to your mailing list, a more conscious action than following you on Twitter. They want to know what's new with your salon.
This loyalty can be turned into an increased promotion of your salon. As word of mouth spreads to family and friends of existing clients, the length of your mailing list will grow. Your customer interaction can develop further through the announcement of special offers, possibly making them exclusive to those on your mailing list.
Again, pre-existing subscribers may pass the information on to others interested in your salon and, with this simple action, - similar to social media accounts - your business will grow.
Benefits of Mailing Lists for Salons
Unlike social media accounts, however, mailing lists are controlled by one person: you. Facebook, Twitter and Instagram are all useful in getting your salon noticed, but emails are sent directly from your account to those on your list. There is no one else managing your email and deciding who receives the information you are sending out.
Whatever email service you use, constructing your mailing list is simple and quick. Gathering email addresses can be done through social media or your website, as well as through speaking to a customer face-to-face.
Once you have the email addresses of those wanting to keep up to date with your salon, it is recommended to keep them stored clearly in a group in your account. The group only needs to be created once, but it can be edited, should you gain subscribers or if someone no longer wants to receive your emails.
When someone signs up to your mailing list, send them a welcome email (have one saved in a document that you can copy and paste whenever you get a new subscriber). It is an effective way to introduce them to your tone of voice and the style you use in your emails. It also allows you to set up your stall from the beginning, informing your subscribers of what your salon does and, most importantly, what your salon can do for them, as customers.
It is also important to remember that the emails you send to those on your mailing list should not waste their time and that you give them something that they couldn't just receive from your social media posts. By establishing and maintaining a mailing list, you can communicate with your customers in a clear, effective and valuable way.