Personalizing Your Client Communications

Lisa Starr
Spa clients and salon clients want personalized communications

Marketing to your clients has never been easier, and yet more difficult, than it is right now.

It’s easier because there are now more tools at your disposal, more outlets, more channels, and more ways to engage your clients. And it’s harder for the same set of reasons.

Even established retail brands struggle to figure out what kind of messaging and delivery method will help them stand out in an increasingly crowded marketplace. One thing is certain: With the array of tools and technology at our disposal today, consumers expect a conversation that is tailored to them. Providing that level of customization requires both leveraging technology and collecting relevant client data.

Personalization has become a normal part of the consumer technology experience. Whether it’s your email account, browser start page, or the home screen on your mobile device, you can customize the content and look and feel to suit your preferences. You’ve probably also noticed that, while browsing the internet, various ads that pop up are related to topics you’ve done an internet search for in the recent past, or events that are on your calendar for the near future. Content serving is getting smarter all the time, and consumers want the same customized experience when they interact with brands as well—including local spas and salons.

Sending out a mass email to all of the 5,000 clients in your database will likely produce a very limited open rate, especially when everyone’s inboxes are so full. However, sending an email to the 1000 of those clients who have purchased makeup from your spa or salon in the last year, with a special time-sensitive offer on their preferred brand, is going to have both better open rates and clickthroughs. The key is providing a relevant, personalized, timely communication that your audience will actually want to read.

If you’re utilizing a transactional database that ties in with your salon or spa’s customer records, then you’ll be able to mine your data and develop marketing plans that reflect your clients’ service and retail preferences. You can create promotions targeting guests who’ve purchased particular products or brands, have frequented particular services, or have had multiple visits with the same stylist or technician. You can also target clientele that you haven’t seen for a specific period of time, perhaps with a sweetened offer to return.

Using an email service provider such as MailChimp makes personalization easy. There are built-in tools that help you include customized subject lines and greetings, and clear call-to-action buttons that drive your readers to “book now” or “buy now” by a defined deadline to encourage immediate action.

The key to effective personalized marketing is to collect useful data from the start. Utilizing your business management software to its fullest extent will provide the information you need to build your client relationships by connecting with them on a more meaningful level and develop more successful promotions and communications.

Booker can help you personalize your communications! Learn how.


About the Author

Lisa Starr

Lisa Starr brings over 30 years of industry-specific experience as a consultant, educator and writer to Booker through GOtalk. Lisa also works for Wynne Business, a leading spa consulting and education company. Among other things, Lisa’s expertise lies in business operations and finances, sales and marketing, inventory management, human resource development, and business process improvement. She is a well-known speaker within the trade show circuit and is a frequent contributor to industry

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