Email Marketing for Hair Salons and Beauty Salons: More Repeat Bookings from Your Client Base
A well-maintained client database is invaluable - but only if you actively use it. Many salons have hundreds of clients in their database who have not visited in months. With targeted email campaigns, you bring those dormant clients back, remind loyal clients when they are due for their next appointment, and increase the average spend per visit. Email marketing delivers one of the highest returns of any marketing channel for salons: costs are low, your audience is already known, and your message lands directly. This article explains how to use campaigns effectively for your hair salon or beauty salon - from segmentation to follow-up.
Why email marketing works for salons
Email is far from dead - for salons it is one of the most direct channels to reach clients. Your client base consists of people who have already chosen you. They know your name, they have already been through your door. A targeted email to that group has a completely different starting point than advertising to strangers.
**High open rates from recognised senders**
Emails from a salon where a client has already had an appointment get opened. The average open rate in the beauty and wellness sector is around 25 to 35 percent - significantly higher than in sectors where the recipient has no personal relationship with the sender. That means with 200 clients on your list, 50 to 70 people read your message.
**Low cost per booking**
Email marketing costs less than a penny per email sent. Compared to social media advertising or Google Ads, the cost-per-booking is minimal. You do not need to free up a marketing budget - you only need the software and the time to set up a good campaign.
**Directly measurable results**
Every campaign in Salonnare is trackable. You can see how many people opened the email and how many clicked through to your booking page. That way you know exactly what works and what you can improve.
**Clients who have drifted away come back**
The greatest return from email marketing lies in reactivating dormant clients. A client who has not visited in 3 months is not necessarily lost - they may simply have forgotten they are due for a visit. A reactivation email with a small nudge (an attractive offer, a reminder of their favourite treatment) is enough to bring many of them back.
Segment your client base for better results
The power of email marketing for salons lies in segmentation. A generic newsletter to all clients performs far worse than a targeted message to a specific group. Salonnare lets you filter clients on various criteria so you can send relevant campaigns.
**Segmentation based on last visit**
The most valuable segments for salons are based on recency - how long ago the last appointment was. Create three groups:
- Active clients (last visit less than 8 weeks ago): send a reminder or announcement of a new service or product
- Dormant clients (8 to 24 weeks ago): send a reactivation email with an attractive offer
- Lost clients (more than 24 weeks ago): send a win-back email with an extra incentive
**Segmentation by treatment type**
Clients who regularly get colour treatments are more interested in colour care product offers than in promotions for manicures. By segmenting on treatment type, you send more relevant messages that convert better.
**Segmentation by spending pattern**
Clients with a high average ticket amount respond differently to communication than budget clients. For premium clients, you can introduce new high-end treatments earlier; for clients who always book a standard haircut, a "try something new" offer works better.
Which campaigns work best for hair salons?
Not every email has the same goal. There are a few campaign types that consistently perform well for salons. **Reactivation email for dormant clients** This is the campaign with the highest direct return. You send an email to clients who have not visited for a while with a clear call-to-action: book your next appointment now. Optionally add a time-limited offer to lower the barrier. Keep the tone personal and direct - not "Dear client" but use the client's name. Example subject line: "We miss you, [name] - your next haircut is ready for you" **Seasonal and holiday campaigns** Christmas, Mother's Day, Valentine's Day - holidays are natural moments for salons to send campaigns. Gift cards for Christmas, a special treatment for Mother's Day, or a "new year, new look" promotion in January. Plan these campaigns on time: send them 10 to 14 days before the holiday. **Birthday emails** A birthday email with a small treat (a discount on the next appointment, a complimentary treatment) scores highly on client sentiment. Clients feel recognised and valued. This type of email typically has the highest open rate of all email campaigns. **Announcements of new services or products** Adding a new treatment to your menu? Your client base is the first place to announce it. Send a short announcement email with an explanation of the new service, an introductory offer, and a direct booking link. **Product recommendations** If you sell products (hair care, cosmetics), you can send targeted product recommendations based on what clients have previously bought or which treatments they receive. "You regularly get colour treatments - this shampoo keeps your colour vibrant for longer."
Setting up email campaigns in Salonnare
In Salonnare you manage campaigns from the Campaigns module. You create a new campaign, select your target audience, write your message, and schedule the send date. **Step 1: Select your target audience** Start by defining the segment. Salonnare lets you filter on: - Date of last visit (more than X weeks ago) - Booked treatments (clients who have booked service X) - Number of visits (new clients, regular clients, frequent clients) - Total amount spent You see directly how many clients fall within the chosen segment, giving you a realistic picture of your reach. **Step 2: Write your message** Use a clear subject line that immediately shows the client what they will get from the email. Keep the body short: a personal greeting, a clear message in two to three sentences, and a prominent call-to-action button linking to your booking page. Technical note: Salonnare sends emails with an RFC 8058 List-Unsubscribe header. Clients can easily unsubscribe, which helps keep your sender reputation high and reduces the chance of landing in spam. **Step 3: Schedule the send** Choose a send date and time. For salons, Tuesday and Wednesday mornings typically work well: clients are planning their week and are receptive to a suggestion for an appointment. Avoid Monday morning (overflowing inboxes) and Friday afternoon (weekend mode). **Step 4: Review the results** After sending, you can see campaign results in Salonnare: open rate and click-through rate. Use this data to improve your next campaign.
GDPR compliance and handling unsubscribes correctly
Email marketing must be GDPR compliant. For salons there are a few rules to follow. **Recording consent** You may only send marketing emails to clients who have given their consent. That consent is recorded when the client signs up (via the booking page, at reception, or via a contact form). Salonnare registers per client whether they have accepted marketing communications. **Easy unsubscribing** Every marketing email must contain a clear unsubscribe link. Salonnare adds this automatically to every campaign. Clients who unsubscribe will no longer be approached for marketing purposes. This is mandatory under GDPR - and also simply wise, as your client list stays clean and engaged. **Retention periods** Client data used for email marketing falls under GDPR retention periods. Carry out a periodic clean-up of your client list: remove or anonymise clients who have not had any contact for longer than the contractual retention period. **Honesty in your message** Do not use misleading subject lines. Do not write "Your appointment is confirmed" if there is no appointment - that is not only unethical, it also violates the GDPR information obligation. By keeping your campaigns GDPR compliant, you build a reliable sender reputation. Clients know they will only receive relevant messages from you, which increases long-term engagement. **How Salonnare handles email marketing** With Salonnare you do not need a separate email tool: the campaign module is built in right next to your calendar and client base. Marketing consent is recorded per client, you target only your own existing clients, and recurring moments such as birthday, win-back and announcement emails go out automatically. Your campaigns are sent in all 5 languages with your own branding, and your client data stays within the EU. Ready to send your first campaign? Start free at salonnare.com/en/free - the free plan stays free, no credit card needed.
Set up your first email campaign with the free Salonnare plan
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How often should I send an email campaign to my clients?
For most salons, once a month is a good rhythm for general campaigns. More than twice a month risks unsubscribes. On top of the monthly campaign, you can set up automated triggers - such as a birthday email or a reactivation email after X weeks of inactivity - that are always sent at the right moment without manual action.
What is a good open rate for a salon email campaign?
The beauty and wellness sector averages 25 to 35 percent open rate. If you are just above that or around there, you are doing well. If your open rate is consistently below 20 percent, look at the quality of your subject lines, the send timing, and the freshness of your client list. Dormant email addresses pull the open rate down.
Can I also send an email only to clients of a specific staff member?
In Salonnare you can segment on the staff member who performed the treatment. This is useful when a stylist leaves or returns after an absence - you can specifically reach the clients who normally come to that staff member.
What do I do if clients unsubscribe en masse after a campaign?
A small number of unsubscribes (under 0.5 percent) is normal after every campaign. With more than 1 percent unsubscribes, something is off: the message was not relevant, the frequency is too high, or you emailed clients who did not expect it. Analyse which segment caused the unsubscribes and adjust your approach. When in doubt, use a smaller, more relevant segment rather than the entire list.