Email Marketing for Salons: What to Send & When to Send It

If you think email marketing is outdated, think again. Email is still one of the most powerful tools to drive client bookings, retail sales, and re-engagement—if you know what to send and when.

Here’s a breakdown of exactly how salons, stylists, and suites can use email to grow consistently—without spamming your clients or burning out.

Why Email Works for Salons

• Your audience already trusts you.

• Most people check their email multiple times a day.

• You own your list—unlike Instagram, you’re not at the mercy of an algorithm.

What to Send Each Month

Here’s a plug-and-play guide to what your monthly email plan could look like. You don’t need to do all of these—pick 1–2 per month to stay top of mind without overwhelming your list.

Monthly Promotions or Featured Services

When: First week of the month

Subject Line: "New Month, New Look? ✨ Book This Month’s Featured Service"

📩 Use this email to:

• Spotlight seasonal styles (ex: summer braids, holiday color)

• Share special offers (ex: $10 off blowouts on weekdays)

• Promote new services (ex: you just started doing microlinks)

Appointment Reminders + Rebooking Campaigns

When: Mid-month

Subject Line: "Time to Rebook? Your Hair Will Thank You 💁🏽‍♀️"

📩 Use this email to:

• Remind clients to book their next appointment before your books fill up

• Offer an incentive to rebook early (like a free deep conditioning add-on)

Client Education or Hair Care Tips

When: Anytime, but especially during slower weeks

Subject Line: "3 Ways to Protect Your Hair This Season"

📩 Use this email to:

• Establish yourself as an expert

• Build trust with new or occasional clients

• Gently promote products or services (ex: “Use a satin pillowcase” + link to buy one)

Product Spotlights

When: During or after a service-heavy week (to boost retail)

Subject Line: "The Leave-In I Use on Every Client"

📩 Use this email to:

• Showcase your favorite product and why you love it

• Include a buy link (especially if you sell online or through affiliate links)

• Offer limited-time discounts or bundles

“We Miss You” Re-Engagement Email

When: If a client hasn’t booked in 60+ days

Subject Line: "Still Thinking About Your Hair 👀?"

📩 Use this email to:

• Reconnect with quiet clients

• Offer a “comeback” incentive

• Remind them why they loved your services in the first place

Holiday & Event Announcements

When: 2–3 weeks before the date

Subject Line: "Book Now for Valentine’s Day 💘 | Appointments Filling Fast!"

📩 Use this email to:

• Encourage early booking before major holidays

• Promote special bundles or gift cards

• Invite clients to in-salon events or pop-ups

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Pro Tips for Email Success

✅ Use an email tool like: Mailchimp, Flodesk, Square Marketing, or Vagaro

✅ Keep your list clean: Remove old emails that bounce or never open

✅ Always add a CTA: “Book now,” “Reply to this email,” or “Shop the product”

✅ Include a photo or video: It makes emails more engaging and on-brand

✅ Test your subject lines: A/B test short vs. detailed subject lines to see what your clients respond to

Final Word: You Don’t Need to Be a Marketing Expert

You just need a system. Start with one email per month, use a clear call to action, and keep it visual. Your clients want to hear from you—and email gives you a direct line to their attention.

Need ready-to-use salon email templates? CosmoVerse members get exclusive plug-and-play email scripts every month—plus tips to grow your list and increase bookings.