In this article, you’ll find instructions and tips for using the email marketing tool.
In this article, you’ll find:
This article provides instructions on creating an email, scheduling its delivery, and selecting your target audience. It also offers practical tips on how to make your message stand out, including personalization, subject lines, and calls-to-action.
What is email marketing tool?
The email marketing tool is an effective and easy-to-use way to stay in touch with your customers and remind them of your services
You can message about current promotions, new services, or important updates, such as holiday hours or new staff members.
Messages can include images, links, and buttons, making them more visually appealing and functionally effective.
The tool also allows you to schedule emails and target them to different customer groups. Regular and personalized communication strengthens customer relationships and drives more visits and sales for your business.
How to create a marketing campaign
1. Create campaign
Start by navigating to the "Marketing" section in the booksalon system.
Click "New campaign" and give name to the campaign. This makes it easier to track campaigns and evaluate their results.
Follow the steps:
When creating a new campaign, you need to go through 8 steps, one at a time.
The steps are: Sender, Subject & Preheader, Cover image, Content, CTA Button, Schedule, Audience and Budget.
2. Choose sender
Set the campaign’s sender name (e.g., your company name) and the reply-to email address where you receive replies from your campaign recipients.
3. Create subject and Preheader
Write a short, engaging, and compelling subject for your email. Preheader should complement the subject, because recipients will see it alongside the subject.
4. Choose cover image
Add a cover image to your message, either your own photo or a ready-made default image. The cover image grabs attention when the customer opens the email, so it’s worth putting effort into it.
5. Write the content of your message
You can freely create the content of your message using text and images.
Use the formatting tools in the top toolbar for bolding, underlining, creating lists, or adding images.
You can also design part of your message visually and include it as an image with text. We also recommend automatically adding the recipient’s name to make the message more personal. (The name is automatically included from your customer database).
Click to enable or disable the booksalon app’s promotional banner as you wish.
NOTE! We recommend including both the first and last name in your message. This makes the message more personal and less automated. As a result, it is less likely to end up in the spam folder, since it doesn’t appear as a mass message.
6. Add CTA Button
Add a noticeable call-to-action (CTA) button that directs the customer to your desired destination, such as booking, gift card shop, website, or any other page you choose.
Link the button to the desired address.
7. Set the schedule
Set when you want the message to be sent
You can send it immediately or schedule it for a specific date and time.
Note: Messages are sent only between 8:00 AM and 8:00 PM.
8. Target audience selection
Choose who will receive the message.
You can select all your customers or narrow it down, for example, to those who have booked a specific service, have a certain tag, or haven’t visited for a long time within a selected period.
You can also specify when the campaign audience is selected.
Note! Keep in mind that customers must have email marketing consent enabled to appear on the sending list – for example, when selecting “All customers.”
9. Set the budget
The campaign budget is automatically calculated based on the number of recipients.
If you wish, you can set your own budget, and the system will limit the number of recipients accordingly.
10. Send the campaign
Once you’ve created your campaign, you’ll see a summary of the audience, launch time, and costs. If you’re satisfied, click the “Start!” button to send the campaign.
If you’ve selected “As soon as possible” as the schedule, the campaign will be sent when you click “Launch!”. Note that there is a 2-minute delay as a precaution in case the launch button was clicked by mistake.
If you’ve scheduled the campaign for a later time, it will start automatically on the selected date and time.
You can also send a test email to yourself before sending the campaign to your customers by clicking “Send a test email” and entering your email address.
Sending a test email is free.
NOTE! In certain situations, the system will review the marketing campaign for security reasons before sending it. This may cause a slight delay, as the campaign is manually checked to ensure it is delivered smoothly and safely to recipients.
11. Track results
After sending the campaign, you can track the results in a summary and monitor recipient behavior.
Recipients status:
You can easily see the recipients’ statuses by clicking the three dots on the right side of the campaign. This way, you can track how recipients have responded to your campaign.
Different statuses:
Results:
Status indicates whether the campaign has been sent or is still a draft.
Delivery rate shows the percentage of your audience that successfully received the campaign.
CTR shows how many of your customers clicked the link in your message.
Conversion rate shows the percentage of recipients who booked an appointment as a result of the campaign.
ROI (Return on Investment) indicates, as a percentage, how much profit was generated relative to the amount spent on the campaign.
How to prevent your email marketing messages from ending up in spam
Email marketing messages can easily end up in spam if they appear mass-sent or contain suspicious elements. One of the most effective ways to prevent this is by personalizing your message.
Why does personalization help?
Including the recipient’s first and last name makes the message more personal, so it appears less automated.
Spam filters assess how unique a message is—sending the same message to everyone increases the risk of it being marked as spam.
A personalized message also improves open and click-through rates.
Tips for avoiding spam messages:
Use a personal greeting (include the recipient’s first and last name), e.g., “Hi Maija.”
Avoid excessive exclamation marks, all caps, and words like “FREE!!!”
Use a trustworthy sender name and email address.
Test your messages before sending, for example by sending a test email to yourself first.
Personalization not only helps avoid spam but also makes your message friendlier and more engaging.
Unfortunately, Booksalon cannot control whether an email ends up in a recipient’s spam folder. This is determined by the recipient’s email provider’s spam filters, which evaluate the content of the message, the subject line, the sender’s address, and how many people have previously marked similar messages as spam.
Therefore, it’s important to use unique content, such as the recipient’s name, and avoid excessive promotional language and exclamation marks in the subject line. This helps your emails stay in the inbox.