Communication Is King: why barbers need an email list
You need a way to communicate with your clients.
Communication is defined as the successful sending and receiving of a message. (My degree is in Communication Studies, so please bear with me). We love good communication in the barbershop, we hate miscommunications. For example, a client asks for a skin fade but didn't realize that skin meant skin and actually wanted a 2 (insert face palm).
Barbers need to be able to send messages to their clients.
I am going on vacation
I am changing my hours
I am sick and need to cancel my appointments
I am raising my prices
I just stocked up on STMNT, come buy it
You get the idea.
Common Challenges
You sent the message, but apparently it wasn't received. You posted on Instagram...but not all of your clients are on IG, or don't follow you, or just missed it because of the logarithm.
You want to send the message, but don't know how. You don't have their emails or have emails, but aren't sure how to send a mass email effectively.
It's okay, keep reading.
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Create an Email List
Email marketing is a form of marketing that keeps clients engaged between appointments. This can increase client retention and lead to more revenue.
The new client gets an email that thanks them for coming in and is offered a discount on a pomade during their next visit.
The holidays are coming up and your clients get an email reminding them to book before the schedule is full.
You send an email reminding clients about your Gift Cards. 5 of them buy a $50 gift card for a friend who has a birthday coming up.
It all starts with gathering contact information.
Every client that sits in your chair, write down their name and email. If they booked online, you should have it already. If they walked in, write it down. If you don't use a booking app, have the client fill out a Google Form. It doesn’t matter how you do it, just do it. Get their email.
Each email represents a client. How many clients do you need in order to be booked out? Let's say you work 5 days a week and cut 10 clients per day. That's 50 clients per week (5day x 10clients). Let's say they come in 1x month. That's 200 clients per month (50 x 4 weeks).
Let's double it to be safe. 400 emails. If you have 400 emails and 200 available appointments...you're in decent shape.
The Modern Barber uses Email
Barbers who use email communicate with efficiency. Clients know how to book with them, what products they are selling, when they work, and how to buy a gift card.
These barbers are opening up revenue streams like affiliate marketing, selling products and offering gift cards. (We can talk about this in greater detail later).
There's nothing to lose here. Go gather some emails.
Written by Matthew Mendoza
Matthew Mendoza is a licensed barber, educator and consultant. He hosts the podcast Beyond Barber School which provides emerging barbers with the critical guidance needed to start their business. In addition, he writes a newsletter called theGuideline about the latest trends in the barber industry.
