Email is one of the cheapest, easiest and fastest ways you can communicate with your salon or spa clients.

Yet, for some unknown reason few salons/spas use it and even fewer use it correctly.When considering which types of email to use, it’s important to remember that you don’t need to take a one-size-fits-all approach. Some clients will be much more suited to email newsletters than one-time announcements, while the reverse might apply to others.

The best thing about email is that it’s so measurable. Try a newsletter for your clients for a month or two and then look at the results.

Mix up the topics you cover to see which garners the most interest.

Try a different layout for each issue.

In spite of spammers abusing the medium, email is still valued by users for timely, rich and enticing news and advertising. It is naturally the communications delivery system of choice for large and small online companies, but it is also a critical tool for off-line businesses like yours.

More and more people are turning to their computers first as a resource for buying products and services. So even an offline business must recognize that a consumer’s emailbox, not the snail-mailbox is where products are being sold today.

Important TIP

Email is very important now. Ignore it and you’ll be left by the wayside. However, while postage and printing costs require some investment, offline marketing often is even more profitable than e-mail.

Like any other kind of marketing email marketing has one goal: to communicate clearly the benefits of purchasing a product or service. It all comes down to giving consumers the information they need to buy.

Despite its importance, most salon and spa owners treat writing e-mail as either a chore, a waste of time, or worst, a lesser form of communication. Because of this, it isn’t given the same amount of care and attention as putting pen to paper.

Here are 5 Tips to BOOST the power of your email communications:

TIP #1 – Use Appropriate Salutations
When used well, salutations are an effective way to set the atmosphere of the letter. Think of it as a handshake, another way to greet your reader. It allows the reader to get into the right frame of mind, preparing him for your message.

Nothing is more compelling that personalization and we all react with interest when we see our name. When you include your prospect’s name in the salutation, you’re likely to get a much more positive response than with a generic, “Dear Friend. ” A personalized opening says, “This is just for you.”

TIP #2 – Make the Subject Matter Matter
Your e-mail’s Subject Heading is one of the first things that your reader will see. Oftentimes, and especially during sorting, it’s the only way you can distinguish one email from the next. Make it count. It’s as important as a headline on an ad or sales letter.

TIP #3 – Use a Dictionary
First of all, it’s just good practice. Secondly, you’ll be more confident when “experimenting” with new words and phrases. As long as you verify that what you’re writing is spelled correctly and is used in the proper context, you’ll naturally increase your word power and further enhance your own writing style. And this will, in turn, make your emails more enjoyable to read, and easier to understand.

TIP #4 – Don’t Be Afraid to Make Your Email Personal With Smiley Faces etc…
Some call them emoticons, some call them smiley faces. And they’re great when you really want to let your reader know what you’re feeling, or how you’d like your reader to feel, and you just don’t have the words nor the time to say so.

Emotions are most appropriately used in casual e-mail, and most effective when used sparingly. I myself use them when I want to let the reader know that everything’s okay, don’t worry about it. Just as it’s hard not to smile back when someone is smiling at you, the same goes for smiley faces. (See what I mean?)

TIP #5 – Spell It Out to Remove All Doubt
There’s nothing worse than a misunderstood email. One way to avoid this is to begin your e-mail with why you are writing what you are writing, and how you have come to your conclusions. Then proceed with your comment.

And as with ALL marketing — make SURE you have an OFFER and a reason to respond NOW!

Dedciated to your success,

Henry.

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