The most frequently asked question among beauty and wellness professionals is, “How do I get more clients?”

Although acquiring new clients is a valuable part of growing your business, a more important question that is commonly overlooked is, “How do I keep clients coming back?”

According to the U.S. Small Business Administration, the process of acquiring a new client can cost five to seven times more than the cost of retaining current customers! In fact, 80 percent of your future revenue is likely to come from 20 percent of your existing clients.

Taking small steps to establish trust and respect can make a huge impact on customer retention. Improving communication with your clients and offering them incentives are simple and effective tactics to help strengthen your relationships. You can experiment with both of these tactics by running an email marketing campaign.

Stay in Touch

Your clients are busy people. Getting their haircut, their nails done, or getting a message is not always the first thing on their mind, even if they are overdue.

Sending your clients email reminders can trigger them to think: “Maybe it has been a while since I colored my hair,” or “Maybe I do deserve a massage after a long work week.”

The email marketing tool makes it simple for your clients to click through their email directly, and more importantly, make an appointment right there on the spot.

Sending customized email reminders to your clients shows them you’ve been keeping track of their appointments, and you know they could use another visit to your salon or spa. It also shows clients how important they are to you, and keeps you fresh on their mind.

Learn how to run your own email marketing campaign here.

Provide Incentives

Running a promotion gives clients an incentive to rebook. Offering promotional prices on special occasions helps foster client loyalty and generates excitement around your brand.

Want to run a promotion? Send your clients an email the day the promotion goes live so they know to book your special offer. Learn how to set this up here.

These are just a few ways you can strengthen your relationship with existing clients. The key is to experiment and learn what drives your clients to take action.