Salons today
focus vast amounts of time and resources into attracting new customers. It is
vital however not to forget your existing customers as they provide your best immediate
sources of additional profits and increased business; maintaining customer
loyalty is therefore essential.
A question
that is at the forefront of salon owners minds is how do you continue to add the value
that will strengthen your relationship with clients during the long periods
between purchases?
There are
numerous marketing strategies that businesses can adopt, however with the introduction
of the trendy new social media outlets, there is one valuable tool that seems
to be frequently overlooked, and that’s email. This is surprising, as research
has shown that email marketing consistently delivers the best return on
investment and email can set the key groundwork to your on-going marketing
program. Emails are also likely to be received on mobile devices therefore enabling
you to contact your customers at work home or on the go.
Here are some basic points to remember to help consolidate your message with clients.
v Be personal. Personalising
messages helps you communicate on a more one to one level, you can increase
your click-through rates by up to 650% by using your contacts name, because
they feel like they already have a relationship with you, an email message that
begins “Dear Customer” is likely to be given the delete button. You can personalise your email easily by
capturing as much client data as possible.
v Consistency. Emails
should go out to customers about once or twice a month. More often and your
clients may feel bombarded and less often, they forget about you. Being
consistent with your customer heightens familiarity which leads to increased
customer loyalty.
v Use client purchase history. Utilize information you have stored about existing client’s
purchase history to target them more effectively with offers and information.
Research has shown that emails are more likely to be read if they are of
relevance to the reader, so make your content informative and make the tone
friendly.
v Use pictures and Logos. A few years ago the vast majority of emails sent were text
only. Well-chosen imagery and colour enormously enhances its impact,
encouraging customers to read the email the may normally have passed over. Branding
is important in order to distinguish your company from similar competitors in
the market, therefore all your communications should be branded this includes
using your logo on emails. The style of
your logo should fit in with the image of your business you are trying to
project.
v Customize. It
is possible to tailor messages to a customer’s gender, age, purchase history
and lifestyle interests this therefore ensures you only target them with appropriate
products and services saving you and your clients time.
v Keep it short.
People receive a vast amount of emails each day and usually have no time to
read over long messages, it is important to keep it short and get to the point,
they will appreciate it.
StudioTracker
salon software management system allows you to store all client information in
one place, such as hair type, colouring history and even how your client takes
their tea making it simple to personalise your service and develop customer
relations with your clients. StudioTracker tracks client purchase history
allowing you to target them more effectively with relevant marketing material
and cross sell more easily. The software also allows you send out both
appointment reminders and promotional offers from the system using SMS, emails
or letters.
No comments:
Post a Comment
Note: only a member of this blog may post a comment.