How it all works

Welcome to Black Duck Marketing.

Our aim is to help you communicate more effectively and more regularly with your clients.

More effectively from a cost point of view, more effectively from a time point of view and more effectively in the appearance of your communication.

More regularly by scheduling campaigns for the whole year that we will send out for you, automatically and on time.

This will help you retain your clients, enable you to invite them back to your salon more often and give them a reason to return.

How do we do that?

We do that through high quality email to client contact.

As well as that, using our services means you will never miss doing the basic marketing that every salon should be undertaking. Birthday letters, lapsed client campaigns, special events such as Mother’s Day, newsletters and so on.

Just so that you can understand the quality and appearance of what we send out, have a look at some examples of our work.

You can set up a whole years worth of marketing campaigns on our website with a few mouse clicks and we’ll do the rest.

Not only that but we give you all of the supporting forms, tips and strategies to ensure that email is the primary way you keep in touch with your clients.
When a campaign is due all you do is give us the list of clients and their email addresses and leave the rest to us.

It is not a programme that you load onto your computer. When you are a member you go to the members area on our website to set up your campaigns. You do need to have a salon software programme for you to be able to extract your client lists with email addresses. It doesn’t matter which software programme you have.And you can call us for support if you need help.

You do not need to be on the Internet at your salon. You do need to have access to the Internet somewhere to send us your client lists, but we send out the emails, not you.

And when your clients open your email it opens straight into a professionally designed template with images and colour that you have approved and can feel proud of.

For every client you email to instead of post material to, you save almost 50 cents per contact just in postage, not to mention printing and labour costs.

If you are doing newsletters you need to provide us with the content and images that you want included.

Our members have access to a host of resources, hints and tips to help them get a newsletter that really gives value to the recipient, reflects well on their salon and most importantly has the ability to generate more business.

If you are paying for other forms of marketing like newspapers, shopper dockets and so on, then you should certainly have the basic low cost high reward campaigns in place such as birthday letters, lapsed client letters, new client letters and special events such as Mother’s Day.

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The process explained

When you invest in a programme with Black Duck Marketing the process is simple.

STEP ONE

The first step is we create a headline banner using your logo and colours that will be used to brand your campaigns. You approve the artwork. We include 2 revisions at no additional cost.

STEP TWO

The second step is what we call a database permission and cleanup campaign.

This involves sending a simple email out to your entire email database, using your new banner, informing them that the salon will be emailing them with exciting offers, events and promotions in the coming months.

It asks them to confirm that this is the email address that they want the emails sent to, that they are happy to receive emails from you or gives them the opportunity to unsubscribe at that point if they wish to.

From this campaign you will receive reports that show you:

• Total emails sent
• Number opened and by whom
• Number unopened and by whom
• Number that bounced back and which ones, with options as to how to handle bounce backs. (Cleans up your database)
• Number that were forwarded by recipients to friends
• Number and who unsubscribe
• Incorrectly formatted email addresses identified and listed so that you can clean up your database

Now you can start to clean up your database so that over time you should see a high rate of opening of your emails. This will dramatically improve your results.

STEP THREE

The third step is setting up your campaigns for the year.

In the members area you first select which campaign you want to schedule. For example lapsed client campaign.

You then select a banner from the banner library. We will use your header on this banner.

You then select the text that you want to use. We have many pre-designed letters that you can modify or you can simply create your own.

Then you go to a calendar and select the dates you want the campaign to go out. Because a number of campaigns are sent regularly each month (Birthdays and lapsed client letters) or in the case of new clients each week, you just need to select how many days in advance of the end of the month you want the
campaign sent out.

Finally you see a confirmation screen showing you the finished email using your header and footer with the banner and wording you selected.

You can amend any of the elements at any time. We will email you a reminder to send your client lists in advance of each campaign.

That way you never miss a campaign that you have scheduled.

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