Nuts & Bolts - Case Study: Hairdresser’s Digital Efforts Cut It
Now Sorbie sends an e-blast each week until her program takes place. “So each time we send it, there’s a different message in it, which also encourages people to forward it on to their friends.” Considering she doesn’t have direct sales representatives, she’s come to rely on this strategy that gives her such speed to market. “I could dream up a program and a week later, I could fill it because of that,” Sorbie says.
Through email analytics, Sorbie knows in real time that more than 40 percent of recipients have been signing up for her programs. This statistic dovetails with the fact that 80 percent of her classes are selling online.
Her analytics further reveal that recipients who are not in the area where she’s teaching a particular course tend to forward the message to their friends and colleagues in that region who can take advantage of Sorbie’s lesson.
That has led Sorbie to add another four-hour course—in addition to “Bespoke Color,” she’s offering a bespoke course concentrating on long hair.
It seems that for Sorbie, digital marketing is making the cut.