Email personalization: The key to successful salon and spa email marketing: Personalization
Personalization is often the one difference between successful and unsuccessful email marketing campaigns. Let’s explore 7 benefits of personalized email marketing and a guide to getting started.
Email helps salons and spas share promotions and book appointments. When those emails fall flat, it can feel like time and money spent for nothing.
You've seen the contrast in your own inbox. Some marketing emails go straight to the trash, while others say exactly what you need to hear. In many cases, personalization is the difference.
The good news: the information you need to personalize is already in your client history.
1) Keeping your clients' trust
Every email you send should be mutually beneficial. A well-timed message can help a client remember to rebook or find a holiday gift idea when you share seasonal promotions.
Irrelevant emails work the other way. A few promotions that miss the mark (think lash-lift specials for clients who only book massages) can have even loyal clients skimming. Each one chips away at the goodwill a great in-person visit builds.
Having a client's contact information is a privilege. Use it for messages that fit the person reading them, and you give clients a reason to keep opening.
2) Keeping clients engaged and subscribed
Clients learn which senders are worth opening and tune out the rest. Your first promotion might get an eager click. After enough emails that have nothing to do with them, even your relevant ones get lost in the noise.
That's when a client who would have booked from your next offer scrolls right past it, because the last few didn't apply.
Irrelevant emails also lead to unsubscribes, whether a client clicks right away or during their next inbox cleanout. Each unsubscribe shrinks the list you can reach, including for the offers that would have fit that client well.
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Unsubscribes are the polite way out. For your sender reputation, spam reports are the signal to watch. Sender reputation works a bit like a credit score for your email domain, and a poor one can send your emails directly to the spam folder.
Google's Email sender guidelines FAQ tells senders to keep their user-reported spam rate below 0.1% and keep it from reaching 0.3%. That guidance applies to mail sent to personal Gmail accounts.
A 0.1% rate is fewer than 1 spam report per 1,000 emails. With a margin that small, one promotion sent to clients it doesn't fit can push you over. To stay under Google's limit:
Send each promotion only to the clients it fits.
Keep unsubscribing easy. Mangomint requires an unsubscribe link before you can send an email campaign.
Grow your sending volume gradually instead of sending your first-ever campaign to your whole list at once.
Every marketing email you send counts toward what you pay, whether or not the client reads it. When a promotion only fits part of your list, the spend on everyone else is wasted.
In Mangomint, each email in a campaign uses one marketing credit. Say you send a facial promotion to your full list of 2,000 clients. That uses 2,000 credits.
Send the same promotion to the 300 clients who've booked facials, and it uses 300. That's 1,700 fewer emails landing with clients the offer doesn't fit, which also helps keep spam reports down.
Watch our email marketing video
Need help getting started? Spark inspiration, find answers to questions, and enjoy a step-by-step guide.
What email personalization looks like at a salon or spa
Email personalization means matching each message to what you already know about the client. Here are some examples:
Greet each client by their first name.
Promote a new add-on only to clients who've booked the service it pairs with.
Invite clients who had color more than a month ago, and have no future appointment, to book a root touch-up.
Send a members-only offer to clients with an active membership.
Send a rebooking reminder after a client's appointment, timed to when they'd usually come back.
You don't need to guess at any of this. The service history in your booking system already holds it, so personalizing is mostly a matter of filtering for the right clients. In the screenshot above, two filters narrow the list to clients who've had an appointment with Jessica and a Signature Facial.
How to set up email personalization in Mangomint
Mangomint Campaigns send one-time emails to a filtered list of clients. Here's how to set one up:
Choose who receives the email by selecting "Only certain clients based on filters." Then add filters for campaign recipients, such as:
Past appointments by service or staff member
Future appointments, including whether a client has one booked
Membership plan or status
Location or appointment date
Pick an email template or start from scratch. Add merge tags such as First Name, which Mangomint replaces with each client's first name.
Send from your custom email address so clients recognize the email comes from you.
After it goes out, check how many emails were delivered and opened to see which client groups respond.
For messages that should go out on their own, use Automated Flows. Flows send personalized emails and texts automatically when key events happen in Mangomint, such as a rebooking reminder after an appointment. Each message can include the client's name and details from their appointment, like the service they booked.
Does writing your marketing emails feel like a chore?
Many professionals in the salon and spa industry can connect with anyone who lands in their chair. It's part of the job. Building that same connection with an "audience" of clients on your email list is harder.
Rather than speaking to your entire email list, imagine you are speaking to any one of your clients.
How would you greet them? What would you say about the latest promotion from your business? How would you talk about the services they likely need since their last appointment?
Writing to one client at a time makes your language feel more natural, and it can help you get past email writer's block.
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Personal emails start with the client history you already keep. With Mangomint Campaigns, you can filter by that history and add merge tags, while Automated Flows send rebooking reminders for you. To take a closer look at how Mangomint can make personalization easy, start a free trial or book a live demo.
Emily Holzer is a Content Marketing Manager at Mangomint. She has a master’s degree in English and a passion for helping salons, spas, and other local beauty businesses thrive. When she is not writing, you can find her playing chess or tending to her houseplants. Fun fact: Emily has donated 8 ponytails (so far) across 5 hair loss charities in the U.S.
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