The ultimate email marketing strategy for waxing professionals

Today, beauty salons are no longer just relying on posters, flyers, or recommendations from clients. With more people spending time online, email marketing has become one of the easiest and most cost-effective ways to stay connected with your clients. It helps build loyalty and keeps your salon in their minds. Unlike social media, where your posts might get lost in the algorithm, your email lands directly in your client’s inbox. That’s direct communication you can count on. Email marketing gives you control - you own your email list, which means you can always stay in touch, even if platforms like Instagram or Facebook change. It's not only modern, it's smart. By using email, you can update your clients on important news, showcase seasonal offers, and even share skin-care advice. It’s like having a conversation with your clients anytime, anywhere, without waiting for them to scroll past your post. Whether your salon is just getting started or already established, email marketing should be a core part of your strategy.

List of Contents

1. Email marketing for beauty salons - A modern must-have

2. What can a strong email marketing strategy do for your salon?

3. What kind of emails should beauty salons be sending?

4. Understanding the newsletter - The heart of salon email marketing

5. When to send emails to maximize engagement

6. How to build a salon email list (the right way)

7. Tips to grow your newsletter subscribers

8. Best practices for successful salon email campaigns

9. Conclusion - Turn email into a revenue generator, not just a reminder tool

What can a strong email marketing strategy do for your salon?

With a good strategy, your salon can see more bookings and better client relationships. You can use emails to fill last-minute gaps in your schedule, promote new treatments and products and give regular clients a reason to return. You can also offer tips for aftercare or prep routines that help clients feel cared for. Educating your audience builds trust, and when they trust your salon, they’re more likely to book again and recommend you to others. Emails can also increase your product sales, especially when you promote your bestsellers. When clients see that you’re thinking about their needs beyond appointments, they feel appreciated. You can also use email to follow up on missed bookings, re-engage clients who haven’t visited in a while, or offer loyalty rewards and refer-a-friend bonuses. All these small efforts turn emails into powerful tools for growth.

What kind of emails should beauty salons be sending?

There are a few key types of emails you should focus on. Transactional emails include appointment confirmations, reminders sent 24 to 48 hours before visits, and thank-you messages after the treatment. Promotional emails are great for announcing sales, such as discounts on waxing around holidays or last-minute booking opportunities. You can highlight popular products like Black Coral Wax. Educational emails help clients prepare and care for their skin, including tips for waxing prep and aftercare, and explain why certain products work better for certain skin types. Lastly, send themed emails for birthdays, new services, or client surveys. You can also add festive emails around holidays with small beauty tips or gifts ideas. Each of these emails helps create a stronger connection between your salon and your clients.

Understanding the newsletter - The heart of salon email marketing 

Your newsletter can be the key to keeping clients engaged. A simple monthly email works best. Start with a tip or story - something helpful or interesting, like "Why waxing in winter prevents summer ingrown hairs." Then spotlight a service, include any promotions, and finish with a testimonial from a happy client. A strong call to action like "Book Now" or "Shop our wax collection" makes it easy for readers to take the next step. Always keep it feeling personal and local. Talk about the seasons, holidays, or skin changes that might affect your clients. You can even include product recommendations. This not only adds value to your email but also drives more interest to your product line. Keep the design clean, mobile-friendly, and easy to read. Don't overload with text - short sections, bullet points, and real photos work great. Try including quick links to blog articles, booking pages, or your online shop so readers can act quickly.

You can also read our helpful article: How to create a stunning website for a beauty salon.

When to send emails to maximize engagement 

Timing can make a big difference. The best times to send your emails are Tuesday or Wednesday mornings between 10 and 11 AM. People are more likely to open them then. Sunday evenings also work well, as many people are planning their week and thinking about self-care. Try sending your main newsletter in the first week of the month, and follow up mid-month with a flash sale or reminder email. These simple timing strategies can help your emails get more attention and engagement. Also, pay attention to what your specific audience prefers - some salons get better results on Fridays or even early mornings. Monitor your open and click-through rates to find your sweet spot. Over time, you can fine-tune your schedule for better results.

How to build a salon email list (the right way)

You want your list to be made up of people who actually want to hear from you. Make it easy to sign up by adding the option during online booking and in your salon, like on the card reader or at the mirror. Offer a freebie, like a guide to waxing aftercare, or give a discount like £5 off their next visit. Share the sign-up link in your Instagram or Facebook bio, and add QR codes to your salon leaflets or appointment cards. You can even mention that email subscribers will get first access to new products, like limited sample sizes of Compact Hard Wax Sample Bag. Giving people a reason to subscribe makes all the difference. Don’t forget about word of mouth - ask happy clients to share the sign-up link with friends. You can also grow your list by running contests, offering loyalty points, or giving exclusive beauty tips only to subscribers. Just make sure everything is GDPR-compliant and respectful of your clients privacy.

Tips to grow your newsletter subscribers 

Getting more people on your list doesn’t have to be hard. Work with local influencers who can share a special email-only discount with their followers. Run a giveaway for new subscribers. Offer early access to new treatments or products for those on the list. You can also show that your subscribers get priority booking or exclusive bonuses - like sample packs of Mae Mae Hard Wax. Adding little perks like this can make people feel like VIPs, and they'll be more likely to stick around and open future emails. You could also feature your subscribers in your emails with things like “Client of the Month” or mini testimonials. This turns your audience into your community and encourages even more signups through engagement. Include opt-in forms on your website, blog, and product pages to catch new visitors.

Best practices for successful salon email campaigns 

To make your emails work better, keep your subject lines short and exciting. Say things like “Book your appointment” instead of using too-formal language. Use real photos from your salon if you can - they feel more personal. Make sure your emails look good on phones, since most people read them there. Use platforms like MailerLite, Mailchimp, or Klaviyo to track what works best. Include links to your services, shop, and popular products. Highlight seasonal favorites or bestselling waxes like Black Coral Hard Wax when doing product spotlights - this builds product awareness and trust. Also, A/B test your subject lines and images to see what gets better responses. Clean your list regularly to remove inactive subscribers. Don’t forget to end every email with a friendly sign-off and a reason to return - like a sneak peek of next month’s promotion.

Remember, your email newsletter is just one part of building a successful salon business. If you want to take your waxing brand even further, check out our full article: Starting a waxing business in 2025: Your ultimate guide to success.

Conclusion - Turn email into a revenue generator, not just a reminder tool 

When used the right way, email marketing helps you build strong relationships with your clients. It helps you stay top-of-mind, boost bookings, and increase product sales. And best of all, it’s affordable and easy to start. Keep your emails simple, personal, and useful, and you’ll see your beauty business grow. Start today, your future loyal clients are already waiting in their inbox. And don’t forget, whether you’re promoting treatments or at-home care, recommending the right products makes a big difference. Black Coral Wax, with its gentle yet effective formula, is a client favorite for a reason. It’s the perfect addition to both your treatment room and your retail shelf - smooth results your clients will thank you for. Add it to your next campaign and show clients you care about quality just as much as they do. When your emails deliver real value - and real results - your business won’t just grow, it will thrive.