Episode 24

Email Marketing for Salon Owners

with content creator hayley mears of six underground media


What we'll be talking about

Want to learn innovative ways your business can thrive in a post-COVID market place? In this episode of the Colour Kristina Talks Podcast for Hairdressers, we’re talking about how to email your clients PLUS how to run an audit on your social media accounts.

Hayley Mears is a salon marketing specialist who has recently battled through the disruption of COVID and developed some new innovative marketing strategies for salons to thrive in a post-COVID market place.

Using the disruption of our industry to the advantage of the salon owner Hayley has some useful tools and concepts that will re-engage your audience and enhance your client's salon experience.

We specifically discuss 2 vital aspects of salon business to help your thrive now and in your future with proven systems. The 2 hot topics of conversation are;

1. Everything you need to know about client emails, including frequency, content and templates.
2. How to do a self-check SOCIAL MEDIA AUDIT to update and reset your offerings in a clear concise way that your ideal clients can understand.

Show notes


Emailing clients in the form of a newsletter is know in the marketing world as an EDM (email direct marketing). Hayley suggests we should send out monthly emails or EDM's to our clients. That is unless we have more to communicate, which perhaps could relate to new venue or new opening hours. But otherwise popping into your clients mail box once a month might be just the trick to stay connected without seeming pushy or salesy.

Frequency can also relate to what your age group or demographic is. For example, if your clients are 40+ they are more inclined to open emails and be on Facebook for updates. Whereas under 40's are less likely to read emails sent from their hairdresser for updates, because they are probably watching your instagram stories and engaging on social media with you.

Here's a list of things you need to consider:

  • What are your current promotions?
  • What is the age of your clientele and contact database?
  • Demographics – you can use segmentation in email blasts to send only what interests your contacts to avoid unsubscribes.
  • What seasonal trends would you like to be offering your clients?
  • Hayley and her team at six undergound media offer incredible ready made templates for the emailing program mailchimp. They are super easy! Just drag and drop your images and then hit send. Hayley has created 50% templates that help to keep your branding on track & you just need to drop the info in. Having branding and repeating the same style each newsletter is so important for that next level client experience.

What is a social media audit checklist?

This is a health check on your social accounts, like rebranding your website. Some people don't have website becuase Facebook has most of the functions they need for their salon biz. Updating your social media profiles is so important! When I spoke with Hayley I realised I actually hadn't updated my Facebook bio for 2 years. In that time my website had changed and I had moved salon locations. Facebook banners are changeable and so are other platforms infromation. And more importantly an active page is more visible (because of the Facebook and Isntagram algorithim) than a tired and stagnant page with no updates.

Some things you should check immediately on your socials:

  • When was the last time you updated your facebook banner?
  • Do you have a link to your opening hours or online booking system clearly visible on your facebook page?
  • Have you utilised Facebook covid-19 business support?
  • Do you have auto response set up in messenger?
  • Can clients easily book you and find you online?
  • Did you know you can add book now or DM buttons to your posts?
  • Check all of the links on your social media platforms. Are they valid?
  • Are you utlising Instagram Highlight Icons to best communicate with your dream clients?

In this episode we dive deep into email marketing and the importance of staying in touch with your clients through various digital methods of communication. But wait there's more! Check out the podcast freebie by scrolling further down this page, designed especially for you to audit your socials with a clear strategy that works.

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Subscribe to my mailing list if you haven't yet to unlock the social media audit checklist by hayley mears  

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Links and resources


link to my insta @colourkristina


link to haley's @sixundergroundmedia


link to @colourkristinatalkspodcast


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