Why Email Marketing Matters: How to Elevate Your Email Marketing to Get Results

The Preferred Email Marketing and Client Communications Partner for Millennium

Are you effectively leveraging your emails to increase client retention & reactivation?

The Principles of Effective Email

Marketing

How Demandforce Can Help You Elevate

Your Email Marketing to Get

Results!

Why Email Marketing Is So

Important

What We Will Cover

Email marketing is still the ‘king’ of marketing – do you know why?

Why Email Marketing Is So Important 1

What percent of marketing experts do you think agree that email marketing is the #1 most effective tool you have to

attract new clients and retain existing ones?

o  10% o  30% o  55% o  95%

Let’s Take A Quick Poll

Email marketing is still one of the most effective tactics for driving business.

Did you know that email marketing averages a Return on Investment (ROI) of $38 for every $1 spent, and email is 40 times more likely to acquire new clients than Facebook or Twitter?

Why Should I Care About Email Marketing?

of clients prefer to receive permissions-based marketing communications through email.

billion – the total worldwide number of email accounts expected by year-end 2017.

of clients open emails from a salon or spa in search of updates, a deal, discounts, or coupon.

Sources: DMA Client Email Report 2015; McKinsey; ExactTarget 2015, eMarketer 2015; The Social Habit; Radicati Summary 2017

4.9

77%

70%

Why Is Email Marketing Beneficial to Me?

Sources: Practical Ecommerce Case Study 2016; Healthcare Success Poll 2015; IBM Marketing Cloud Marketing Metrics Benchmark Study 2016

Email Case Study – The Best-Performing Method to Generate Response

Out of the 5 marketing methods employed by a regional small business to collect phone numbers for their database, email marketing had the highest engagement rate and was most effective at generating a response from clients.

The Simple Math Behind Why Email Marketing ROI Is So High

Email Marketing ROI – 38 to 1 – it’s not a typo!

Radicati Group predicts that by 2019… There will be 246.5 billion emails sent each day, and... 2.9 billion email users.

Sources: Radicati Group 2016; Epsilon Email Institute; Litmus.com

•  Clients are on the move! Email marketing is so effective because it is one of the only ways you can contact your clients, no matter where they are. Over 55% of emails are now opened in a wearable, mobile, or tablet environment.

5 Key Facts about Email Marketing Every Salon or Spa Owner Should Know

91% of clients use email daily and 58% of adults check their email first thing in the morning.

Emails that are relevant to the recipient drive 18 times more revenue than general emails.

61% of clients enjoy receiving promotional emails weekly, and 28% would like emails (that they’ve signed up for) to come more frequently.

Recipients decide whether your email is worth opening in 0 to 3 seconds, the subject line and sender being the most important factors in this assessment.

According to industry experts, digital channels are overtaking traditional marketing channels. Email marketing represents a huge growth opportunity for salons and spas to market to and target new, current, and previous clients. Sources: DMA Client 2015; Mailigen; Marketing Sherpa; US Consumer Device Preference Report Q3, 2015; 2014 Medical Marketing Benchmark Study

Subject Line • Segmentation & Personalization • Content • Mobile First

2 The Principles of Effective Email Marketing

The Secrets to Subject Line Success •  Communicate your offer or intention immediately •  Routinely test your subject lines to optimize performance •  The ideal length of your subject line: 30 characters or fewer •  Subject lines that create a sense of urgency & exclusivity can give a 22% higher open rate •  40% of emails are opened on mobile – and the average mobile screen can only fit 4-7 words, max

A few of our favorites… that generate results

“$40 Gift to you” “You’re Invited! Dec 2-3 ONLY” “$75 Creative Color at XYZ Salon” “Here's $10 on us - This Saturday ONLY!” “Give Love, Get Love! 20% Off”

of email recipients open email based on subject line alone.

of email recipients report email as SPAM based solely on the subject line.

Sources: Convince & Convert; ContactMonkey; Adestra

Every Word (Especially the Subject Line) Counts in Email

69%

33%

The best emails will never get read if a reader doesn’t open them.

How long has it been since you’ve sent a targeted communication to your clients?

o  Today, of course o  This month, I think o  This year, I hope o  Erm, can’t remember o  No comment

Let’s Take A Quick Poll

Always Have Good S&P: Segmentation & Personalization

Get Personal! Did you know – Personalized emails have 29% higher unique open rates and 41% more unique clickthrough rates* than general emails.

•  77% of 2015’s email marketing ROI came from segmented, targeted, and triggered campaigns

•  Personalized subject lines are 22.2% more likely to be opened

•  Personalized emails deliver six times higher transaction rates, but 70% of businesses fail to use them

•  Nearly 74% of clients get frustrated when content (emails, promotions, ads) appear to have nothing to do with their interests or location

Email Segmentation is narrowing your email marketing to targeted groups within your list to provide more relevant content to your clients.

*Source: Experian Marketing Services “2013 Email Marketing Study” Sources: DMA National Client Email Report, 2015; Experian 2013; Adestra 2015; Marketingland study 2015; Hubspot Study 2015

Dogs

Why You Should Send & What You Should Say

•  Emails help you stay top-of-mind and connected to your clients even after they leave your salon.

–  Emails provide sharable content that expand your reach to potential new clients –  Emails give you a way to drive traffic to your blog and website

•  What You Should Include in Your Email –  Include high-quality images and create a mobile-friendly layout –  Provide relevant and engaging content – simple, easy to consume, personalized –  Call to Action – can link to your social accounts, your blog, or a relevant landing page –  Subscription options – law requires at least “unsubscribe from this list” and “update

subscription”

The magic number for the largest group of businesses in a recent poll? 2 to 3 times per month

Stay Relevant – When & How Often to Run Promotions & Send Newsletters

of U.S. adults polled said they mark a business’ email as spam if they are emailed too often.

Average open rate for wellness service (like salons and spas) emails

The number of times (at least) that respondents in a survey said they would like to receive promotional emails (e.g., coupons, sales).

Sources: 2015 National Client Email Report; MarketingSherpa, Jan 2015; TechnologyAdvice survey; IgniteVisibility article, Jan 2016

21%

46%

Once a Month

How often should you email? Test your audience, but try twice a month and adjust

accordingly

Being mobile first makes you more visible online to new clients, helps encourage referrals, and protects your online reputation.

Make Your Emails Mobile First

of clients begin their mobile searches on search engines

of clients who search for a local practice on a mobile device call or go to that salon or spa within 24 hours.

of clients check their email at least once per day on their smartphones, making it the most used functionality in mobile behavior.

Sources: KPCB mobile trends, 2015 | BlueHornet, 2013 | ExactTarget “Mobile Behavior Report, 2014” | Nectafy

88%

48%

91%

Good email marketing will help you…

Embrace Email Marketing & Automation

of clients expressed a preference for weekly email communication vs. monthly or quarterly – so don’t worry about overloading your clients with emails. Keep them coming back by providing relevant and engaging communication.

of the competition. The majority of salons and spas have yet to fully embrace the use of automated communications. Thus, sending automated emails sets you apart, and attracts new clients.

of currently inactive clients who receive emails from a salon or spa then read subsequent marketing emails from that salon – increasing the potential for client recall.

Sources: Email Marketing Industry Census, 2015; Salon Success article, 2016

Win Back Lost Clients Keep Current Clients Attract New Clients

75%

44%

45%

How much time do you have to devote to email marketing?

o  It’s my main focus o  One or two days a week o  Maybe once a month… maybe o  Hahahaha… oh, that’s a good one

Let’s Take A Survey Break

Attract new clients, generate referrals, and reactivate lost clients

How Demandforce Can Help You Elevate Your Email Marketing to Get Results 3

Better Connect & Communicate with clients Learn how Nevaeh Salon did it.

Challenge: Nevaeh Salon wanted to more fully engage with clients, making sure that the right message went to the right client, at the most effective time. Additionally, they wanted to increase the number of reviews they had on popular search sites.

Solution: With the help of Demandforce, Nevaeh Salon sent out its first Google+ email campaign from Demandforce’s 1-click template options created specifically for salons and spas, and got an immediate response. Plus, they set up long-term targeted campaigns for all their clients.

Result: Reviews are pouring in! Nevaeh started with 0 Google+ reviews, and in just one week, the salon had collected over fourteen 5-star reviews—and the number keeps growing!

A Case Study: Nevaeh Salon

Nevaeh Salon received:

14 5-star Google+ reviews after one campaign

36 Total Google+ reviews

163 5-star Demandforce Local reviews

4.9 Google search rating

Demandforce Email Templates Help Get Your Emails Read

•  Save time – say goodbye to the tedious management of sending individual emails to your clients and tracking each one; let Demandforce do it for you

•  Optimize – We’ll help you increase your email engagement, and you’ll have one place to check how your emails are doing, and which ones you’ve sent, so you can better communicate with and stay in touch with your clients

Demandforce helps your salon or spa be more than just mobile-friendly, but mobile first.

Of Gmail’s 1 billion users, 75 percent check their accounts on mobile devices, and the average U.S. adult spends three hours a day – EXCLUDING TALK TIME – on a mobile device.

All your communications - from email campaigns, appointment reminders, and newsletters – are optimized for mobile viewing

Sources: TechCrunch, 2015; eMarketer survey of mobile usage 2015

Demandforce Positions Your Salon or Spa to be Mobile First

One of our newest features, Two-Way Text, allows clients to respond immediately to appointment reminders via text. And you can respond back, answer questions, or confirm reschedules – all from within the Demandforce platform

One-click review requests increase client response and boost your online reputation. Clients can immediately review your salon or spa and automatically post to popular social sites – all from their mobile phones!

One-Click Review

Requests

Optimized for Mobile

Viewing

Two-Way Texting

A Recap: How Demandforce Will Elevate Your Email Marketing

Demandforce helps you leverage the tools you already have to more effectively and efficiently connect with your clients. •  Send pre-written emails with fresh content to stay top-of-mind with your

clients

•  Leverage optimized email promotions to drive referrals and repeat visits

•  Easily segment and personalize your email marketing to foster client loyalty and engagement, and boost referrals

•  Become mobile first to stay relevant in a digital world

•  Embrace email automation to reduce headaches, plus track and adjust your email campaigns to fit your specific clients and salon/spa

In Closing

 Think About the Future of Your Salon or Spa: How Will You Stay Connected With Your Clients?

Think about the future of your salon or spa. What do you want to achieve?

Attract new clients

Foster client loyalty and engagement

Generate more revenue

Fill open appointment

Decrease lost clients

A few things you can do right now to elevate your email marketing:

ü  Write a subject line that communicates your offer immediately

ü  Choose a strong sender name

ü  Segment & personalize your emails towards specific clients

ü  Send emails and/or email promotions to your database at least 2 times per month

ü  Make your emails mobile first

ü  Embrace automated email sends and other marketing automation tactics

Recap of Key Email Marketing Tips

Are you ready to Elevate Your Email Marketing to Get Results?

Get a free consultation today!

www.demandforce.com/millennium (877) 360-3869