Salon software company Kitomba recently analysed one year of their customer data to see the impact marketing can have for salons and spas, comparing salons that use the brand’s campaign and automated marketing features with those that don’t. The vastly disparate results spell out what marketing your salon should be implementing.

“The data tells us that salons that use automated marketing and campaign marketing together get the best results. Not only are their clients visiting more often, but they’re spending more when they do,” shared Kitomba General Manager, Alyssa Dowsett.

As an example, salons that send one-off text or email campaigns receive an additional 42 appointments per year on average, see an 11 per cent increase in total client spend, and an 18 per cent increase in spending on services on average. Meanwhile, salons that have automated marketing, which Kitomba calls Everyday Marketing, set up increase client spend by 16 per cent on average, service revenue by 17 per cent, and receive more appointments per year.

“Sending marketing campaigns by text or email is a great way to boost bookings and revenue. The salons that see the greatest success send compelling offers and segment their database, so instead of sending one big blast, they personalise their campaign to the type of clients they’re talking to,” Alyssa said.

“Everyday Marketing includes sending automated text messages or emails to clients who match the trigger at any time in the future. Examples include Happy Birthday messages, rebooking reminders, product repurchase reminders, and more,” she added. “It’s a powerful way to build meaningful connections with your clients and keep them coming back. The best part is that you set it up once and it continues working in the background.”

Additionally, salons that use both Kitomba’s automated marketing and campaign marketing features see results that include an 11 per cent increase in total client spend, a 25 per cent increase in service revenue, and 9.2 per cent more appointments per year.

“The data tells us that salons that use automated marketing and campaign marketing together get the best results. Not only are their clients visiting more often, but they’re spending more when they do,” Alyssa said.

Kitomba has published a free eBook about how to send successful text campaigns with templates for salons and spas to copy, paste and send.

For more information visit www.kitomba.com

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