Client Newsletters

Next, we're going to go on to client newsletters. So these are ways to nurture your existing audience. Now, client newsletters are such a powerful way to stay in touch and build a community with your clients, to really create an audience of loyal people who feel a part of something bigger than they are. So when we've spoken about building community in past parts of this business program, this is a great way to strengthen that and really incorporate that into your brand. So first of all, I just want to dive into what actually is a client newsletter. It might be something you've seen before, might be something you've been a part of before for another brand or another company, or maybe even another salon. You might never have even thought to do this. So a newsletter is a regular email, so maybe you'll send it once a month or once every two months, or maybe even once a quarter and you'll send it to your current or past clients. And now the reason that you do this is to, number one, stay connected between appointments. Like we said earlier, how many times does your customer walk through the door and unless they rebook, we will not hear or speak to that customer again. This allows us to stay connected, to actually stay top of mind for that customer and for them to feel a part of what it is we're doing, even when they're not in the salon. It also allows us to stay connected in terms of communication. So sharing updates, offers or tips with these clients clients. So other than social media right now, you might not be actively marketing to your customers. So how do they know if you've got certain new treatments or new team members and things like that inside your salon space? They don't. How do they know if you started off on another treatment or if you've got a new collection or got new colors in the salon? They don't know any of these things. How do they know if you've got any offers on or if you've got any top tips throughout the summer for keeping your nails long lasting, or any tips throughout the winter months to keep your hands nice and hydrated. So all of these things can be put into a newsletter for you to keep in touch with your clients and be giving them this information in a really nice, casual way. It also builds loyalty and it builds trust. So by sending out this newsletter, it's almost given them a door into what's happening inside your business, inside your brand, which allows them, when they know you, that's when they feel like they can trust you. So it allows them to see beneath the skin of what, what's happening. You can give them updates, you can share what other clients are doing, you can make it really fun. And by doing that, it makes your clients loyal to you. They don't want to go elsewhere because they feel a connection to you. They know what's happening in your salon, they feel a part of your brand, they feel responsible for the success that you are having and the amazing things that you're able to create. So because of that, they feel loyal. And lastly, it encourages rebooking and referrals, partly because of that loyalty and because of that trust, but also because we're going to give them the link on the newsletter as well to remind them to book in. And there's different ways that we can do that too. Now, nail techs and educators often think that email is just for big launches or for online businesses, but actually it is one of the most powerful tools that you can use for local and personal brands. Now, client newsletters help you to, number one, stand out from the crowd because barely anyone is doing this. How many salons do you know that really allows their customers to feel a part of their community in this way? Hardly any, if any at all. It also allows you to increase bookings by staying top of mind. So let's say, for example, a client might have forgotten to rebook their appointment, but then they click on their emails and they've got a newsletter from you and it's got the link to book inside it. Even if they weren't thinking of you in that moment straight away, subconsciously, they see your name, they think, ah, I need to book in to get my nails done. You can get more word of mouth referrals and that's because you are more shareable. There's more for them to talk about, more for them to share about you. But also they could forward that email on. This is that salon I was telling you about. This is that nail tech that I've been going to. So it allows you to be something and someone that they can pass on to friends and family. And lastly, it's just a gentle reminder for people to come back without shouting. But book now, every day. How many times do you post on social media and you just become bored of yourself or you feel like you're saying the same thing over and over again. But with a monthly newsletter, it is not directly selling at all. It's a way to just communicate and have fun with your clients. But subconsciously and subtly, it tells them to rebook their appointments. And guess what? Once it's written, you can repurpose it for social media too. So you can take everything that's inside your newsletter and that could become core part of your content over a month's period. So it's really easy for you to put together. And once you put it together once, you can then recreate over and over again. So what to include in your newsletter now? First of all, I did say before you could do this bi weekly, you could do this monthly, you could do this quarterly. I would actually stick to doing this monthly if you can, because that means that 12 times across the year you're going to be communicating with your clients and most of your clients are going to be on three to four week cycles anyway with their appointments. So actually doing this monthly is the perfect amount of time. So what can you include inside the newsletter? Well, first of all, just what's happening in your salon or what's new. So if someone has started offering a new treatment, if someone has got married, if someone is doing something exciting, if you've even been on holiday, you want to just share some holiday snaps with your clients. What's new or what's happening in the salon allows your clients to feel like they're getting a sneak peek behind the scenes and also give some updates, allowing them to build that know like and trust factor. You could also do things like Clients of the Month. This is a great way to keep your community engaged, to keep it feeling like a community and to allow your clients to almost celebrate each other. So you could do this in a number of ways, but one of them could just be when you can choose one client each month to win Client of the month. When they come in, you might give them something. Could be a little bunch of flowers, could be a cuticle oil, could be a present, could be something to do with the treatment, anything you want. And then you can do a feature of them in your newsletter. It allows clients for faces to the names, feel more part of a community and also feel valued. So maybe they might come in and think, I'd love to be clients of the month. I wonder what I've got to do to get that and makes them want to continue rebooking and be a part of that. You could include a tip, a story or a feature. So I do that in our Nail tech Org newsletter. So we have a feature. We have Alex who is a nail technician and he does a feature every single month where he writes a section of our newsletter. So our customers expect this. Now they know they're going to get Alex, they're going to get his tone of voice. It's almost like training your audience with that ritual style content. Show up once a month and read this information because they enjoy it. So you could also do a top tip once a month or some kind of story of someone or yourself or one of your clients or something like that. Next you could also do like new service, new services. Sorry that's supposed to say treatments or updates. So if you've got any new, there's anything new you're trialing in salon, say it's toenail reconstruction or say it is, you know, new products that you're trying, a new brand that you've bought into. Anything like that. Maybe you're going on brand events or something like that, an NTO event. You could tell your clients about this. You could tell them any updates that make a difference to them, their experience and their appointment as well. They are gonna be excited about it if it concerns them. Affiliate links to products so this is an amazing way to upsell. So if you are a part of any affiliate schemes, Amazon influencer program like to know look fantastic all of those you could be linking your favorite products again. Think about what your clients know and love. Think about your ideal client's avatar. Where else are they shopping? What products are they buying? What is in their bag? What is, what are they carrying around with them? What is important to them right now? Can we include some links to these things that inside the newsletter and you could potentially earn off that newsletter. And lastly it could also include conversation starters via a reply. So at the bottom of your newsletter you could say things like hit reply to tell us what's happened in your world this month or hit reply to let us know your inspo for your nails. That's something else you could do like top nail inspo for this month and do the main set of nails, maybe a dots, maybe it's flowers, whatever everyone's chosen, maybe it's chrome that month, you can put that in there and then your conversation starter could be hit reply to send in your inspo this month or what products you're loving and things like that and encourage them to hit reply and start conversations with you. So there's just some ideas but you are not limited to that. You could put whatever you like inside your monthly newsletter. So I'm just going to hit you with some real examples of our members that have actually done done this in their business so far. So one of our members, Caroline is incredible. She runs an incredible business. She's been on two of our retreats and she shows up to a lot of our Monday morning calls. So we discussed her values when we were on our retreat and she shared that one of her values that's really important to her is in fact, community. And that's something that she really wants to champion in her area and in the salons in her area. So one of the ways she chose to really champion community was by setting up this newsletter and also setting up her member of the month as well. So she does a member of the month. Well, a client of the month, should I say. And she does a little feature on them so you can see them. Here are her clients of the month. She buys them a bunch of flowers and she celebrates them for a specific reason each month. And she puts the reason on her newsletter. She also shares something that is topical. So she's talking about January blues. Then she's talking about callous peels when people have got hard skin on their feet at that time of year. Or she's talking about changes in your career when she is offering courses because she also has a training academy. She is also doing a top tip here. So she's doing things like how to look after your nails. Cuticle oil is key. She's got new product alert on here. New treatments in January. She's got upgraded princess parties and party time in here or get a mystery manny. And something new that she's introduced to her salon. And she's also put in here when some of her salon members have new treatments available. She's said that people can pop in for a coffee. So if you don't have an appointment, you're always welcome to pop in and have a coffee with us or a chat. And she's also written about a treatment that has been going on over here. So you can see that there is so much happening inside hair salon every single month. I imagine all of this is happening within your salon each month as well, but you just don't have an outlet to share that with your clients right now. Well, this is the perfect place. She's got it branded. She's popped a few images on. Now you can see she's following the exact same template with every single newsletter. So she's not creating this from scratch every single month. She's got all of her QR codes for people to book and things like that down here. Links, all of that are all in the QR code. So actually all she needs to do is write the copy, write the headings, and pop some new images in every single month and it is done. So your task is to go away and create a template for our newsletter that you can fill in and send out every single month to your clients that allows them to feel a part of your community and feel connected. Lastly, I just wanted to share with you our NTO newsletter. So this is what we include in ours. So first of all, we have a little intro to the newsletter. It's slightly different to Caroline's. Caroline's is very visual, it's got a lot of images in it, it's got also a lot of text in it and there's like loads of different parts to the feature. And this is more what you would do for a salon. And then mine is obviously from a training academy perspective. So we've got at the beginning, we've got a little bit of an intro to the calendar and what we've got happening across the month in nto, what is trending and things like that. Then you move on to the feature that I mentioned that we have with Alex. So. So again, like, inclusivity is one of our values. Alex is a male nail tech. We don't have many nail techs who are males in our community. So this really drives forward that value and really allows us to show who we are. And Alex is such a talented writer as well, so it gives him an opportunity to be a part of this, which I just love. Then over here you've got what's going on this month for our members, so you could have what's going on for your students. So we've got all of our tutorials and stuff listed on here with links to them. So if you remember, you can click into these and it'll take you directly to those tutorials. Then in case you missed it, there's catch ups of our past things, so things that have happened the previous month and also links to our blogs. So if you do write any blogs or use any other channels like Instagram or like YouTube, you could link those in here as well. And then we have our blog posts in a button and we tell people that we post them every single single Friday. And we also have a call to action that if they're receiving this and they're not an NTO member, they can click here to join our wait list, which is an email wait list which follows our email waitlist strategy. Right. So you can see how all of this is being tied up in a nice neat bow now. And you can see the strategies that I'm teaching you are coming through in what we do at nto. I've done this since I had a salon and now do this whilst having a training academy. And I can honestly say I do believe that this is a huge way that we keep our customers engaged. And you know when we have new launches and we utilize our email list for those launches, our call open rate, sorry and our click through rates are much higher on our launches because having a regular email going out to our customers with newsletter in it allows us to nurture that audience in between launches. So it's not just like we send emails when we've got a launch. Our customers are used to getting emails from us and our used to opening these emails because we've trained them to. So it all works out for you in that sense. So hopefully this has given you a bit of food for thought. Hopefully you've got loads of ideas for your own newsletter. If you do create a newsletter and you go ahead and create your template, feel free to share it with us on the newsfeed because I would love to see that. I would love to see what happens to your community, to your community engagement and to your rebookings off the back of your new newsletter as well.