Run a Marketing Blast
Sending a campaign to your clients: choosing the audience, writing something they will read, and measuring whether it worked.
A blast is a message to a group of your clients. It is the cheapest marketing a shop has, and the easiest to ruin by sending too often.
Before you send anything
Two things have to be true or the blast is wasted:
- Your client records have contact details. Requiring a client on every ticket (Require Client Details in Ticket) is what builds this.
- You have something worth saying. A quiet Tuesday, a new service, a cancellation slot this afternoon. "Hi, we exist" is not a campaign.
Choose the audience
Narrow beats broad. A message to everybody is a message to nobody, and it costs you unsubscribes you cannot get back.
Good audiences:
- Clients who have not been in for three months.
- Clients of one stylist who is quiet this week.
- Clients who have had a service you have a new version of.
- New clients, in the two weeks after their first visit.
Write it
Short, one idea, one action. If it needs a promo code, create the discount first so the code exists — see Apply discounts and promo codes — and cap its total uses before you put it in a message that can be forwarded.
Include the booking link. A campaign without a way to act on it is an advertisement, not a campaign.
Send it
Blasts are sent from the messaging area. Depending on your plan and permissions, they can go by text, by email, or both.
Measure it
- If you used a promo code, its usage count is your conversion.
- Client Growth and Client Retention show the slower effects.
- The appointment and revenue reports for the days after will show whether the quiet Tuesday filled.
Track the code. It is the only honest measurement most shops can get.
The rules
- Message people who gave you their details for this, and honour opt-outs immediately.
- Text is regulated in most places, and the rules are stricter than email.
- Do not send at night. Ever.
Frequency
Once a month is plenty for most shops. Twice a month is the upper bound. Weekly is how a list dies — and a burned list cannot be rebuilt, because the same people will not opt in twice.