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the great email list LizMcKeon’s guide to growing your salon’s email database
Traditional email list building is about finding asmany leads as possible however you can, and adding themto your email list, as quickly as possible. Then, send lots of emails to get themto buy your services.
Start to focus on your ideal prospects and leads.Who are they?You probably know some of
themalready.These are the clients you really enjoy working with and who need your
services.They recognise that becoming one of your clients is essential for themand they will get great results from visiting your salon and will happily send you lots of referrals!
So, where are all these perfect clients and how do you find them?Well,maybe you have already found them– butmaybe they’re not joining your email list inmass quantity and you keep asking yourself ‘Why isn’tmy database growing fast enough?’
Here’s why: list building is an afterthought formost salon owners andmanagers, because there are somanymore pressing tasks to be attended to on a daily basis. Maybe you have looked online to see what is involved and you are immediately overwhelmed with the enormity of the job. Maybe you tend to start everything (and finish little) and are led to believe, incorrectly, that it’s all about the numbers.
Why is building an email list of clients so essential for your business? Because your database is yourmost important asset – your salon can onlymakemoney fromyour client list, if you are selling online, you can only sell your product to your email list of customers. Nomatter what happens to your business, you still have your list!
traffic
The longer you delay attracting high quality sources of traffic and postponemassively
building your list, themore you let future pounds slip through your
fingers.The harsh reality of traffic and the people on your email list is that about 80%are not your ideal prospects, but the other 20%are and will end up as your ideal
client.The idea is to increase that 20%, thereby havingmore long-termlifetime clients who visit your salon on a regular basis.
Traffic is your source of leads for your email list. Where you find those leads is crucial in order to increase the percentage of good quality prospects.Without actively looking for traffic you can’t build a list, and simply put, ‘the better the source, the better the lead’.
offers
The compelling ‘offer’ is what you present to your prospect to grab their attention and entices themto opt in. It is otherwise known as the ‘irresistible free offer’. Now, the better the quality of the offer, the better the quality of the
lead.The offermatters because it helps the prospect self-select themselves as ideal clients. If your offer focuses on the instant result they want and you’vemotivated themto get that result with your offer, they will be compelled to opt-in on your list. Howmuch are you willing to give away to get a good lead? Your offer can be information about your services or answers to clients concerns – the offer ismore about the answer or the solutions you provide.
conversion
The opt in process is all about how well you present your offer and compel themto give their contact information. Is what you’re offering and how you’re offering it going to be worthmore to themthan giving you their contact information?You want to be on the higher side of this conversion as this will equal a bigger
list.To get themto join, have a ‘call to action’.Make this simple, easy and straight forward.
retention
Next you need to keep themon your list – if you are not giving themgood content, for example a great blog, and keeping them engaged – they will leave. Now that you have themon your list, youmust focus on the value you provide to your list. In order for your list to trust you and buy fromyou, you need to build rapport and trust, which will foster a long-termrelationship, developingmutual goodwill between you and your subscribers.
As a salon owner with an internet presence, a website and SocialMedia pages, you are in the business of emailmarketing. Email marketing is how youmarket your salon, provide value andmakemoney.We are in a digital age and you are doing a service by providing value and resources to your email list, informing themabout all the services and products your salon provides.
LizMcKeon is a Business Coach,Trainer and Guest Speaker, specialising in the beauty industry.
t: 00353 1 892 8007
t:
www.lizmckeon.com @Beautybizliz
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