AI Workforce
How Verde Salon Group made VIP outreach personal and measurable
Verde Salon Group replaced their low-engagement Facebook VIP group with targeted email campaigns built in Zenoti. Using guest data segmentation and personalized messaging, VIP offer redemptions jumped from 2–3 to around 80 per offer. Here's how the Winnipeg-based salon did it.
Gita Mani
For years, Verde Salon ran a private Facebook group to engage their most loyal guests. The Winnipeg-based, multi-location salon is known for bespoke color, luxury extensions, and a guest-first culture that earned it three Salon Today Top 200 honors. Even with that kind of loyalty, the Facebook group was under-delivering. Verde would post exclusive offers, early access to new products, and special promotions. The problem was that almost nobody was paying attention.
"We'd maybe get two or three likes," says Brooke Jackson, general manager of Verde Salon Group.
The engagement was low, the reach was unreliable, and there was no way to tie the effort back to actual bookings or revenue. For a team that values innovation as a core business principle, it was a frustrating dead end.
So, they rebuilt their VIP outreach using Zenoti's email marketing segmentation and campaign tools. The results were immediate.
From likes to redemptions
The shift started with a simple change in philosophy: Stop broadcasting to a group and start targeting the right guest with the right offer at the right time.
Naomi Brien, Verde's director of sales and marketing, used Zenoti's segmentation capabilities to get specific about the salon guests receiving each campaign. The platform allows her to filter the guest database by criteria like last service date, service history, and guest status. She can also identify guests who have created an account but not yet booked an appointment. Each segment gets a tailored discount and a message crafted to feel personal.
"You can get very specific about who you want to target," Naomi says. "It's a fantastic way to reach guests in the right place at the right time."
The team tested the new approach with a product launch. About a week before the item hit the shelves, Naomi pulled a segment of top guests who had previously booked lightening services. She sent them a targeted email explaining why Verde's stylists were excited about the product and asking if they'd like a sample set aside for their next visit.
The response: Dozens of guests replied directly, asking to reserve a sample, with around 80 guests redeeming the offer in person. Compare that to the two or three likes the same type of promotion used to generate on Facebook.
Email marketing segmentation drives results for Verde Salon
- Each campaign targets custom segments built from guest data already in Zenoti.
- VIP redemptions grew from 2–3 to ~80 per offer.
- Guests replied directly to reserve product samples before launch day.
Making messaging feel personal
One detail that made the campaigns work: Verde doesn't use branded email templates with headers, footers, and heavy design. Instead, they send plain-text emails signed by Brooke Jackson, using her actual email signature. The messages read like a note from someone who knows you, not a marketing blast.
"We had guests coming in saying, 'Oh, Brooke said I had a sample waiting for me,'" Jackson recalls. "They thought it was a personal message."
Naomi builds every template to be simple and direct, with a clear question and a specific call to action. The combination of precise segmentation and a personal tone creates something that scales without losing its warmth.
Custom reporting that closes the loop
Reporting was a major reason Verde chose Zenoti in the first place. "We were using different ones in the past and nothing gave us the quality of reporting that we were looking for that could really drive the growth of our business," Brooke says.
Verde built a custom new guest report that requires first-time visitors to select how they heard about the salon during intake. On the backend, Naomi can pull a detailed breakdown each month showing exactly how many new guests arrived and which marketing channel drove them in.
Brooke relies on a different report entirely. She checks the salon summary multiple times a day to track retail sales, service revenue, average ticket size, guest count, and new guest volume across locations. Verde also built a custom KPI report that calculates metrics like average hourly revenue and average retail per guest, formulas that their previous software couldn't handle.
"Nobody was really able to finesse that for us and how we wanted it calculated," Brooke says.
What's next for Verde
Verde Salon Group continues to expand their use of the Zenoti platform, including online booking with add-on service recommendations and the ability for guests to enter discount codes at checkout, tying segmented campaigns directly to completed bookings.
It's worth noting that Brooke and Naomi also took home the top prize at Deep End during Innergize 2025, pitching an AI-enabled Magic Mirror concept for salon consultations. The win came with $50,000 in funding and mentorship from industry leaders. It's the kind of forward-thinking vision you'd expect from a team that already treats their marketing tools as precision instruments rather than megaphones.
See how Zenoti helps salons grow.
Written by
Gita Mani, Senior Content Specialist