The best salon newsletter answers a question your clients are already asking in the chair. Write that answer down and send it to everyone else who was too shy to ask.
The salon newsletter that gets read answers one question your clients are already asking in the chair. Sales, new products and "we miss you" emails get skipped. But an email that explains the thing a client was worried about? That one gets read, saved and forwarded to a friend.
Where the topics come from
Your stylists are hearing the topics every day. So keep a sheet at the front desk, and ask the team to write down any question they answered more than once this week. At the end of the month, whatever's at the top of the list is your next email.
They usually sound something like this:
- Why is my hair shedding so much lately?
- Why does my blonde turn brassy a month after you tone it?
- How often should I actually wash my hair?
- Is it worth paying for a gloss between color appointments?
- What do I do with my hair when the weather turns?
Watch the news too. When a topic is everywhere, clients bring it to the chair. And if your team keeps hearing the same question, your list wants an answer from someone they trust.
Teach first, book last
I'd shape the email the way a good consultation goes:
- Name the question in the subject line, in the client's own words.
- Say why it happens in plain language. Short lists are better than long paragraphs.
- Say what the salon can do about it, like the service, the treatment, the take-home product.
- End with one booking line. Just one, and only after you've helped.
A client who learned something from your email books with the salon that taught her. That's the whole point of sending it, right?
Stay in your lane on health topics
Hair loss, scalp problems and anything hormonal sit right next to medicine. So talk about what you see in the chair and what the salon can help with. For the medical side, tell readers to see their doctor, and mean it. A salon that knows where its expertise ends sounds more trustworthy, not less. And never diagnose anyone by email.
Measure replies and bookings, not opens
Open rates lie. Some email apps open every message automatically to load the images, so an email can look read when nobody saw it. Count the replies and the bookings in the days after each send instead. If a topic gets people writing back, your team's going to hear it in the chair again, and that's your next email.