Do You Use E-Mail Groups for Your Salon Promos?

It might shock some of you to know, but organization is not one of my stronger qualities. I am ever on a quest to be more organized and find that life tends to get in the way of my good intentions. And like most nail artists, sometimes I’m easily distracted as well. LOL.

Lately my endeavors into being organized have taken me into the path of e-mail groups. They have been around for ages. I knew they were there; I just chose to think I was too busy to check boxes and drop people into handy little groupings. This resulted in my e-mail blasts being useless sometimes to part of the audience. It brought to mind salon e-mails and made me wonder if you use e-mail groups for the salon?

Some things you want to go to everyone — like holiday retail info or storewide deals so you could select to send them to all of the groups. However how much more effective would the e-mails be if they were targeted to their audience? If someone only comes to you for nails they don’t want to read through a two screen-long e-mail about hair to find you don’t even bother to mention nails or vice versa. So why not break the clients into more targeted groups with the e-mail based on their interests and maybe small blurbs featuring other services you would like to interest them in?

I am much more interested in reading an e-mail that pertains to my interests and willing to glance at the “fringe” when I think it will be relevant. If the e-mail does not interest me I’m definitely not going to look at the extras in it. With the holiday crowds starting to trickle in, now would be a great time for expanding your contact database and collecting those e-mails and interests. Food for thought. How are you managing your e-mail groups and messages?

— Holly