OBM Stats that Prove it's a Must-Have Revenue Stream

You are the trusted expert for every client who sits in your chair, but how do you extend that influence to secure retail sales and keep your service books full after they leave? On Behalf Marketing (OBM) is our done-for-you, data-driven tool that provides the answer. OBM leverages the deep trust clients have in your salon to drive passive income, boost unparalleled engagement, and maximize service bookings—all on your behalf. Now, dive into the game-changing statistics that prove OBM is your salon's most powerful growth engine.

OBM: The Game-Changing Stats

1. Unrivaled Engagement

One of the most important stats proving OBM's value is the open rate. The industry average for marketing email open rates is typically around 15–20%. However, when an email comes from your salon (as it does with OBM), clients pay attention. That's why the average open rate for OBM emails is substantially higher, reflecting the deep trust your clients have in your salon.

• For retail campaigns, the average open rate is around 35%
• Service campaigns have seen open rates as high as 40–45%

2. A Hands-Off Retail Powerhouse

Your Online Store helps your salon recapture retail sales that might otherwise be lost to big-box and outside-the-industry online retailers. And OBM is the driver to help get your clients shopping online with you, not Amazon.

• Your Payout: Salons earn 25% retail commission on all products sold through their Online Stores.
• 29% of All Retail Sales: OBM accounts for over 29% of all retail sales on SalonInteractive, making it a critical revenue driver for your online store.
• 91% Attribution: For consumers who made a purchase after accessing a salon's Online Store from an email link, 91% of those purchases originated from an OBM email.
• Campaign Success: A single retail campaign push, such as free shipping or a holiday set promotion, has generated over $20,000 in revenue and hundreds of orders for participating salons.

3. Driving Chair Time and Service Revenue

OBM isn't just for retail; it's a powerful tool for filling your books and maximizing service value, directly addressing the need to drive client frequency.

• Millions in Booking Impact: Service campaigns have influenced over 20,000 bookings and generated over $2.7 million in booking revenue from a single campaign series.
• Proven Service Growth: Participating salons have seen up to $4,000 in additional revenue from targeted promotions, such as a Redken Shades EQ 2025 service campaign (30-day results).

How OBM Works for Others

Kathryn Orr Walston of Kattitude needed a way to compete with large retailers for her clients' product purchases and sought a method to generate passive income without constant, hands-on effort. She adopted OBM to send automated promotions to her clients. "My clients have commented on how they love the different promotions they get notified of, and I literally have to do nothing to keep it going!"

Becke Sneed of Hair by Becke added, "I like that SalonInteractive sends emails to my clients with offers without me having to do it."

For Bryan Sullivan, owner of Chemistry Hair Salon, OBM campaigns ensure the salon remains "current and relevant effortlessly in the age of online shopping," as Bryan puts it. "Having the ability to have online sales without having to manage it is so great. It's constantly working in the background for us."

With a recent brand-funded service campaign for hair color, Bryan explained, "My client texted and said: 'I got your email. I'm very excited about the brunette… I want to update my color!' She wanted what that campaign was selling."

Why OBM Works for You

The reason these numbers are so strong is simple: OBM is your brand's marketing engine, but you don't have to lift a finger.

• Brand-Funded, Salon-Voiced: Emails are developed by brands and executed by SalonInteractive, but they are delivered from your salon, landing in the client's inbox with an unparalleled level of trust.
• Hyper-Personalization: OBM leverages first-party, permission-based data to deliver tailored messages based on your client's in-salon behaviors, such as the services they receive and the products they buy.
• Zero Effort: SalonInteractive handles all content creation, design, and scheduling—you simply keep your client list up to date to maximize your reach and revenue.
• Data Safety: Uploading your clients to SalonInteractive is secure. We do not share your client list with anyone, including brands or distributors.