Customer Relationship Management with Email


The email being referenced is from Salon Spa W in Des Moines, Iowa, which is currently ranked as a Top 200 Salon in the US by Salon Today Magazine. Because there are so many CRM-based message tactics the email gets right, I will overlook some of the design elements that are almost cringe-worthy (ie the format, font, image sizes/placement... those are for a different post).



long email, anyone?

There are a lot of companies out there trying to get Customer Relationship Management (CRM) right. It's a tricky business to conquer depending on both the area of business and the type of consumer. I recently received a CRM email done right from a local salon. The email crafts a great message by building the relationship, inviting the consumer in, and ultimately selling their product.

As any business begins to grow, analysts get called in to model the best consumer audience, models are used to project revenue impact of a higher yeild from that audience, and the marketing department is called in to communicate with that audience. Although most of the communications to this CRM audience are segmented on the front end, they are not marketed to any differently than the average candidate. Knowing you have a pre-existing relationship with the consumer should give you much more room to speak to them. So what do you say to your best audience?




1. Let them know more about you.

This is an audience that has already engaged with you in some way, by either signing up for an email program or previsouly buying your product. When you communicate with them, offer up personal material that will begin a real relationship.

In the Salon Spa W email, a stylist writes candidly about a recent educational seminar. It gives the reader an idea of the spa personality, as well as its enthusiasm for the craft.

2. Invite them to interact with you.

Give the audience an opportunity to join you somewhere. It could be a tent sale, or a pavilion at a local golf tournament, or even a relationhip via social media.

Salon Spa W tees up a social media relationship (Facebook) by inviting the consumer win a chance to join them at a Cher concert. That's two invitations rolled up as one.

3. Sell your product.

The reason the consumer engaged in the first place is to buy a product, so sell them one. This is the place where you list your sale, service items, or new product.

The Salon Spa W wraps up their email with a seasonally-relavant product.

The CRM message should be like the beginning of a dating relationship. It's a second- or third-date type of conversation - one you can't have with a random person on the street. You are in a position where you can speak more candidly about your personal activities, casually offer up another chance to interact (with no stings attached), and ultimately look for an opportunity to plant that kiss.