The reason newsletters are a great marketing tool, says Dar Reiss-Depp, the president of RD Management (which distributes Thalgo products in the U.S.), is that instead of soliciting random consumers, you’re reaching out and talking to those already interested in your services and products — they have either been customers or have already expressed an interest. Not only that, but instead of forcing them to come to you, you’re able to go to them. 

Here are Reiss-Depp’s recommendations for getting the most out of your salon newsletter:

Your first e-mail newsletter should remind consumers to check out your services. Subsequent newsletters should continue touting your services, reminding consumers how useful they are, why they are needed, and what benefits they will receive from those services. Offer an incentive, such as a discount or gift, to clients who book during slow times or days. If that becomes too popular, offer the specials to the first two or three who book appointments for those slow times or days.

Your newsletters should offer advice for well-being and include fitness, beauty, or healthy-eating tips, as well as the latest spa- or salon-related news. Remember to make it personal; this is what makes your newsletter feel like a personal follow-up. Include a story involving yourself or an employee. It can be funny or interesting or sweet, but definitely relevant. You can talk about changes going on at your spa or introduce your new massage therapist (include something fun or interesting about her career). Add a “comments from the spa section” with client praises such as: “Jenny, your esthetician is simply magical”…Susan D. This is fun for clients since everyone likes to see their name in print. 

Once you’re ready, make your newsletter a moneymaker. Sell advertising space in each newsletter. You have a consistent monthly publication reaching a specific demographic — it’s marketable. Leave copies in your waiting areas and leave some with neighboring businesses. In the e-mailed version of your newsletter, include a link to your advertisers’ websites. And if you have a website (and you know you should), send them your logo and ask them if they will place it on their website and link back to yours.

You need six e-mails to build trust with your database newsletter recipients. This is a great way to keep in touch with your clients, so never let the conversation die. Try to send out a relevant and helpful newsletter at least once a month, reminding your clients of the value of your business to them.

— Judy