Marketing is a salon’s way of telling its story in order to attract new clients and encourage existing ones to try different services from the menu. The ways salons leverage marketing to tell those stories is expanding every year, as owners sample newer vehicles like community videos, influencer programs and social media, along with more traditional methods.

Here is the winner of the best Email Newsletter in SALON TODAY's STAMP competition.

Penzone Salons + Spas
Powell, Ohio
Owners: Debbie and Charles Penzone
Penzone Salon and Spa’s most important announcement of the year centered around the company’s new branding concept and the opening of its newest location: Penzone Salon + Spa Dublin. As part of the effort, all six locations rebranded, including the company’s Max The Salon locations, with new service offerings introduced at the new salon rolling out to other locations.

“The email boasted an open rate of 17% with more than 15,000 guests actively reading the content,” Debbie Penzone says. “We felt that taking our guests along on our brand evolution was a critical step in the overall awareness and acceptance of our new concept, ensuring a smooth transition.”

This is one of only one of 31 marketing ideas featured in Salon Today's September/October S.T.A.M.P. issue. See the others here. (Coming Soon!)

More about STAMP:

SALON TODAY’s Annual Marketing Program, (STAMP), puts the spotlight on fabulous marketing—ideas that have been tried in the salon environment and proven successful. By entering this competition, these winning marketing teams are willing to share those entrepreneurial ideas with you, to encourage your team to put your own STAMP on it.