When you think about your salon’s most valued clients, how would you communicate with them to keep them coming back time and time again? Is a single Instagram post enough? Or would something a bit more personal, something that truly captures their attention, work better? That’s where emails and text messages come into play. Used skillfully, they can create an entirely new connection between your salon and your clients – let’s unlock this secret together!

In the Client’s Inbox – Why Email and SMS Are a Small Salon’s Superpowers

Let’s be honest, don’t you feel something special when someone writes directly to you? Whether it’s an email or a text message, you’re on the same wavelength as your client: their “inbox” isn’t cluttered with thousands of comments or random pictures – it contains something they’ve chosen to receive. The client has already trusted you with their contact info and essentially said, “Yes, I’m interested.”

  • What to include in your email? News, beauty tips, exclusive offers, personalized greetings – it’s easy to wrap them all up in a clear, warm message.
  • When to use SMS? Texts are perfect for quick reminders or little surprises (“Hey, your new manicure awaits tomorrow!”).

Unlike social media, your message doesn’t get lost in the noise – the client decides when to open your email or read your text. A timely, personal note is far more than just another ad. It’s a sign of care and respect for each other’s time.

Of course, if you’re using a reliable salon management software like SalonLife, communication becomes effortless: automated reminders, personalized offers, and all data stored in one place. But how do you get the most out of it?

Newsletters and Promotions: Value Comes First

Think about it: are you more likely to open a newsletter that screams “buy, buy” or one that shares a handy beauty tip, invites you to try a new service, and offers an exclusive deal this month? Exactly – good newsletters are eagerly awaited! Make yours just as inviting.

  • Keep content simple. One message, one emotion. Clean design, short paragraphs, and visuals help your message get across quickly.
  • Catchy headline. The first sentence must grab attention immediately (for example: “Your hair deserves something special this spring!”).
  • Consistency builds trust. You don’t need to write every week, but at least once a month so clients don’t forget why they need you.
  • Use links and buttons to guide. “Book now,” “Discover what’s new” – simple calls to action lead curious clients to the next step.

When writing, ask yourself: does this message surprise or delight? For a more exclusive experience, segment your clients – for example, those who haven’t visited in a while or those who love a particular service. That way, the right offers reach the right people.

Using software like SalonLife? Then you can segment, track, and automate to focus on what truly matters in your salon.

Find more marketing tips in the blog post “How to Create a Comprehensive Beauty Salon Marketing Plan: Your Path to Success” and useful ideas in the article “7 Ps of Marketing Every Beauty Salon Should Master”.

Reminders – Small but Powerful

Do you know that feeling when someone reminds you about something important you have tomorrow? You can create that feeling for your clients with a short, friendly reminder message – resulting in fewer no-shows, fuller schedules, and happier visitors.

  • Keep the message clear and warm. “Hi Lisa! Just a reminder that your hair appointment is tomorrow at 2 PM. Let us know if you have any questions!”
  • Always include cancellation/change info. This creates confidence and fosters honest communication.
  • One reminder 24–48 hours before is usually enough. If needed, the system can send a follow-up to first-time visitors.

Set reminders to run automatically with modern software – your job is just to ensure everything runs smoothly and your clients feel cared for.
Learn more about automated reminders in SalonLife here.

The Magic of the Message: Short, Personal, Effective

Now think for a moment: what makes you actually read a message? Isn’t it when it feels made just for you? The same applies to SMS and email communication.

  • Personalization matters. Start with the person’s name. A small nod to their previous visit or favorite service adds a human touch.
  • Brevity is key. Especially in texts – skip filler words and get straight to the point. “Hi Maria! 20% off facials this month. Book now!”
  • Check how the message looks on a phone. Clients usually read these on mobiles – is your email easy to read at first glance?
  • Inspire, don’t just “buy now.” Share tips, suggest a new service, or thank them for loyalty – let the client feel your focus is on their well-being.

Do Messages Work? Let’s Create Our Own “Mini Lab”

It’s great to send lovely messages, but how do you know if they genuinely bring clients back? That’s where both analytics and honest feedback come in. A little detective work that gives you a big edge!

  • Track opens and clicks. Many email platforms (including SalonLife) show exactly how many people opened your message or clicked a link.
  • Test different messages. Which do clients prefer – a quick SMS deal or a more detailed newsletter?
  • Ask for feedback! A simple question like “Did this email give you useful info?” helps you write even better next time.
  • Watch trends over time. If offer X brings many new visits, definitely repeat it.

Occasionally experiment with topics, target groups, and messaging styles – that’s how your salon’s secret recipe of “effective messages” is born.
For a good overview of salon business analytics, check out the article “Your Guide to Perfect Salon Management”.

Final Thought… and What’s Next?

Email and SMS can boost your salon’s visibility, client retention, and day-to-day operations—if used wisely and personally. This isn’t just advertising; it’s genuine communication where every client feels important. Take a moment and ask yourself: how can you create one personal, memorable message today, this week, or this month that your client will truly appreciate?

If you’re already curious about creating campaigns that attract exciting new clients and warmly welcome back the old ones, stay tuned for the next chapter! Are you ready to take your salon’s visibility to the next level? In the upcoming article, we’ll dive straight into how to easily craft promotional campaigns that will make even the most cautious client say, “I have to try this!”