Marketing Automation – campaign strategies that actually work

In marketing, there is no one-size-fits-all solution. That’s just not how these things work. Your business is one of a kind – so why should your marketing strategies be so generic? What you truly need is an effective formula, created by someone with years of marketing experience, paired with your knowledge about your services, clients and business needs.

The Versum Marketing Automation add-on is just the formula. It allows you to run four different, powerful marketing campaigns – one dedicated to reminding clients that it’s about time they book their next recurring appointment and three focused on attracting customers to visit you once again. How do these strategies work, why are they so effective and how can you implement them?

Tip: To get the most out of the article, activate your Marketing Automation add-on first. If you are not using Versum yet, then give it a go! 

Campaign 1: Recurring appointments

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How does it work?

Some services work perfectly well without regular upkeep, but others require repetition to be truly effective. For example – most facial treatments, such as microdermabrasion, should be done repeatedly in regular intervals, and all-over hair colour requires follow-up appointments to touch up the roots. The campaign allows you to send automatic messages in due time, which will remind customers that it is time to make a follow-up appointment.

Why does it work?

In case of services that require multiple visits in order to be fully achieved, it’s very important to make sure the client is encouraged to keep returning – otherwise, they may end up disappointed by the half-finished results. The campaign reaches them automatically in the most fitting time. Such a reminder is no longer just a marketing technique – it is a part of your great customer service. Just imagine noticing the first signs of regrowth and soon after receiving a message from your stylists, inviting you for a touch-up! The campaign is all about perfect timing and giving the impression that you are going the extra mile.

What do you achieve?

  • You ensure regular income.
  • You get more revenue from a single client.
  • You boost customer service and improve their loyalty.
  • You don’t have to remember about perfect timing for every individual customer – once set, the campaign will send the messages to the right clients at the right time, automatically.

Campaign 2: First impressions last

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How does it work?

To win a new client’s heart you do everything in your power to ensure the customer service is excellent and the quality of treatments provided is top-notch. Then you can only wait and hope for the best… or you can make a good first impression last and flourish into a long-term relationship. The campaign allows you to send up to three messages – the first one (a “thank you” message) right after the first visit, and the next ones (“we miss you” messages) a few weeks after the first appointment, unless the customer visits you again in the meantime. You can customise the exact time period between the reminders and decide whether you want to send one, two or three messages.

Why does it work?

You basically choose the right moment to evoke the positive feelings the client experienced at your business, making them significantly more likely to schedule another appointment. More often than not, it’s the emotions and not the service itself that makes people attached to your business – which is why the perfectly planned reminder truly works wonders.

What do you achieve?

  • You can increase the number of customers returning to your salon after the first visit by up to 60%.
  • You improve customer service and clients’ loyalty.
  • You don’t have to worry about maintaining relationships with new clients – the campaign works automatically and requires no support.

Campaign 3: Time to explore

Learn how to activate the campaign

How does it work?

The “First impressions last” targets your first-time clients, whereas “Time to explore” is dedicated to those who’ve visited you at least twice. The campaign is all about cementing already established relationships with customers and encouraging them to try something new at your salon. During the campaign, each qualified client will receive up to three messages – one right after the second visit, and the next ones few weeks after, unless the customer visits you again in the meantime. Once again, the exact time period between the reminders and the number of messages sent is customisable.

Why does it work?

In this campaign, you can show off your wide range of services and encourage customers to try some of them. It also helps to convince them to try your more advanced and pricey treatments.

What do you achieve?

  • You build up your reputation as a qualified and versatile professional. 
  • You can increase the number of customers who purchase a variety of services or those who buy additional products by up to 40%.
  • You improve customer service and clients’ loyalty.
  • You can rest assured that everything will go smoothly, as once launched, the campaign will run automatically.

Campaign 4: Stop losing customers

Learn how to activate the campaign

How does it work?

“Stop losing customers” targets clients who haven’t visited your business for a while. You may think that you’ve lost them for good, but don’t give up just yet! The campaign allows you to set messages that will be sent automatically to customers who haven’t booked with you for a given amount of time. By default, the reminder is sent 90 days after the last visit, but you can adjust it to your needs.

Why does it work?

Some clients need additional encouragement to make another appointment. They might have forgotten about your salon or are capricious, hopping from business to business to find the perfect match. Regardless of the reason, getting a “We miss you!” message with an invitation for a special treatment always appeals to one’s vanity and can bring your missing client back to you.

What do you achieve?

  • You significantly improve customer retention.
  • You lessen the risk of losing the client completely.
  • You improve customer service and clients’ loyalty.
  • You don’t have to remember every single missing client – once launched, the campaign will run smoothly on its own.

Reaching your audience is one thing, but making sure relations last with them is another thing – Marketing Automation was created to ensure that. The add-on is a smart tool, capable of gradually warming up your relations with clients without being too pushy. What’s more, it allows you to track the effects of your campaigns and adjust them to your goals and individual needs of your business. Don’t wait any longer and activate the add-on in your Versum account- and if you don’t have an account yet, grab your free trial today!

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