The drastic reduction in the movement of consumers caused by the coronavirus pandemic, and the adoption of quarantine are leading establishments such as beauty salons to close temporarily. This is where e-mail marketing gains special relevance.
E-mail marketing is the tool that allows you to communicate with a vast number of readers. The key to effective action with email marketing is personalization. Even though e-mails reach thousands of people at once, messages will be received individually and not together.
That looks like a conundrum, doesn’t it? But with a well-designed segmentation and focused on meeting the common goal between people, you can create a closer and more relevant communication to show how interesting your company can be for them.
Using email marketing as one of your strategies can be considered a great benefit, after all, the investment is low with a high profitability for businesses that want to generate budget requests in a short period of time. With COVID-19 affecting so many businesses, this article gives you the dos and don’ts of beauty salon e-mail marketing during the pandemic.
Marketing Strategies
Set up a marketing strategy, as now more than ever it is time to make yourself known and beat the competition. Start by thinking about who your target audience is and whether it is being reached the way it should be. Make a register of all your customers, with birthday dates, the main services they have done, the products most used by each one and their preferences.
Ask your team what topics are most discussed in those inevitable chats and set up a blog on your favorite topics: beauty, cosmetics, television gossip, fashion, health. Make e-mail marketing with the main news of the salon, congratulating festive dates, notifying customers when there is a new product or service.
Take advantage of Social Media to tell the news, put photos of the clientele before and after the treatments. Don’t forget that photos are a great way to publicize your salon’s work.
Weekly Beauty Tips
Prepare weekly emails with tips, hints and beauty advice. Take advantage of this same email, which will be very interesting for your customers, to inform them about the treatments you have that can help them achieve their desired beauty results.
“You can also feed your customers’ interest by offering nutrition advice and daily beauty care that can enhance the results of the treatments they are doing,” says Dianne Watson, a writer at Essayroo and Australian Help.
Invest in Videos
Record videos for YouTube and Instagram, showing the public the procedures the salon is carrying out to ensure everyone’s safety. Ideally, the video should be as illustrative as possible. You can also create tutorials for people to follow at home.
Advertise Special Offers
Run a campaign to encourage your customers to reschedule treatments that could not be done due to the temporary closure of the salon.
Your loyal customers who really like your salon will gladly reschedule their hours, as they know that this is a difficult time for everyone. You can make a special offer for those who decide to schedule, some discount or free gift (extra product or service).
Exclusive Products
A great option to differentiate yourself from your competitors and reach a new audience through e-mail marketing is to provide exclusive products, only for a certain type of hair or for a brand that is not marketed by other salons in your region.
“This way, you include your business in a specific niche, making it easier to create assertive marketing strategies and still attract more customers interested in knowing your exclusive services,” says Vernon Bill, a marketer at Research Paper Writing Service and Paperfellows.
Coronavirus is not only a challenge in the health of communities, but also a challenge in the health of businesses. Using the right tools and keeping up to date with information is critical. The sensation generated can lead to chaos, but the best thing to do is to look ahead and calm consumers’ nerves in the best possible way, with clear messages through the most effective communication channels.
Don’t forget to also take physical action during the pandemic, such as reviewing the fixed costs of the beauty salon. In view of the suspension of customer service, it is time to put on paper all monthly expenses, such as telephone, internet, cable TV, equipment maintenance. If it is not necessary, it is time to cut or suspend the subscription. Every penny counts in this time of crisis!
Beatrix Potter works as a business writer at Buy Dissertation and Write My Case Study writing services. She is also an online proofreader at Boomessays.com. Beatrix writes about COVID-19 business strategies and has done numerous online tutorials to help small businesses through this crisis.
