DramWell Docs

Overview

DramPulse Marketing gives your salon the tools to stay in front of clients between visits — through targeted SMS and email campaigns, automated follow-up sequences, a loyalty rewards program, and referral tracking. All campaigns are seeded from your client database and respect each client's communication preferences and opt-in status.

Key Concepts

Campaign — A targeted message or sequence sent to a defined segment of your client list via SMS or email.

Segment — A dynamic group of clients filtered by visit history, service type, last visit date, loyalty points, or tags.

Automation — A trigger-based message that sends without manual intervention when a client meets a defined condition (e.g., 60 days since last visit).

Loyalty Program — A points-based rewards system where clients earn points per dollar spent and redeem them for discounts or free services.

Referral — A tracked introduction where an existing client sends a friend who books an appointment. Both parties receive a configurable reward.

How It Works

Creating a Campaign

Go to Marketing > Campaigns and click New Campaign.
Choose the channel: SMS or Email.
Name the campaign and select a segment (or create one from the segment builder).
Write your message. Email campaigns have a drag-and-drop builder; SMS is plain text with variable support.
Set the send date and time, or send immediately.
Review the estimated recipient count and click Schedule.

Segment Builder

Go to Marketing > Segments to create and save segments. Available filters:

Last Visit Date — e.g., more than 60 days ago
Service History — clients who have booked a specific service category
Loyalty Balance — clients with points above or below a threshold
Tags — any tags applied to client profiles
Birthday Month — for birthday-month promotions

Segments update dynamically — new clients who meet the criteria are included at send time.

Automations

Go to Marketing > Automations and click New Automation. Available triggers:

Trigger	Description
Post-Visit	Sends 24 hours after an appointment is marked Complete
Re-Engagement	Sends when a client hasn't visited in a configurable number of days
Birthday	Sends on or before a client's birthday (requires birthday field on profile)
Loyalty Milestone	Sends when a client reaches a point threshold
Booking Confirmation	Sends immediately upon booking (in addition to system confirmations)

Set the message, delay, and any conditions (e.g., only send post-visit if the client has not already rebooked). Activate the automation and it runs continuously.

Loyalty Program

Go to Settings > Loyalty to configure the program:

Points per dollar — how many points are earned per $1 spent
Redemption rate — point value in dollars (e.g., 100 points = $5)
Bonus events — extra points on first visit, birthday visits, or referral bookings

Clients see their point balance on the booking confirmation and in automated milestone messages. Redemption is applied at checkout by the receptionist.

Referral Program

Go to Settings > Referrals to enable referral tracking. Set the reward for the referring client (e.g., $10 credit) and for the new client (e.g., $10 off first visit). DramPulse generates a unique referral link per client, shareable via SMS. When a new client books using that link, both rewards are applied automatically.

Campaign Performance

Go to Marketing > Reports to see delivery, open, click, and redemption rates for each campaign and automation. The Revenue Attributed column shows total appointment revenue booked by clients within 30 days of receiving a campaign.

Tips

A re-engagement automation targeting clients who are 60 days overdue for a visit is typically the highest-ROI campaign in a salon's marketing mix. Set it up first.
Birthday campaigns sent one week before the birthday (not on the day) have higher conversion — clients need lead time to book.
SMS open rates are significantly higher than email. Use SMS for time-sensitive offers (e.g., a last-minute opening this afternoon) and email for longer content like seasonal lookbooks.

Marketing