Why this matters for a tattoo shop
Every client who sat in your chair already trusts you. They know your shop is clean, they know your artists, and many of them are already thinking about their next piece. But social apps decide who sees your posts, and a lot of your followers will never see the flash drop you worked on all week.
A list of past clients who agreed to hear from you is yours. When you open your books, drop a new flash sheet, host a guest artist or plan a Friday the 13th, you can tell the people most likely to care, directly. It doesn't guarantee anyone books. It makes sure they know.
What you need
- A place to keep the list: your booking software, an email marketing tool, or a simple spreadsheet to start
- An email tool that adds an unsubscribe link to every message
- A texting tool that handles STOP replies, if you plan to text
- A consent checkbox on your booking form and intake paperwork
- A sign-up QR code at the front desk
- Thirty minutes, twice a month
Step-by-step setup
- Choose your tool. If your booking software has email and text built in, start there. If not, pick an email marketing tool with a free or low-cost starting plan and a built-in unsubscribe link. A spreadsheet works for collecting names, but send from a real email tool.
- Decide what to keep. For marketing, keep it short: first name, email, phone (if they agreed to texts), artist, date of last visit, style or kind of work, and how they signed up. That's it.
- Keep marketing separate from health records. Consent forms, ID checks and health answers belong in your shop records, kept the way your state and county require. They do not go into your marketing list.
- Add consent checkboxes. On your booking form and paper intake, add two boxes that start unchecked: one for email, one for texts. Don't make them required to book.
- Put up a sign-up QR code. At the front desk and at your convention booth: "Get flash drops and open dates first." It links to a short sign-up form.
- Add past clients the right way. Only add people who said yes. If you have old clients who never agreed, send them a single invite from your personal account asking if they'd like to join, and add only the ones who do.
- Split the list into groups. Tag people by artist and by kind of work: custom collectors, flash and walk-in fans, fine-line, piercing and laser. Then you can send the right news to the right people.
- Write a welcome message. Anyone who signs up gets a short hello right away (template below).
- Protect the list. Keep it behind a password. Only the people who need it get access. Never sell it or share it.
What to send
Good reasons to reach out
- Books open. An artist opens dates for the next few months.
- Flash drops. A new sheet, with open days to get one.
- Guest artists. Who's coming, their style and how to book (see G3).
- Events. Friday the 13th, charity flash days, pet portrait days, military and first-responder days.
- Last-minute openings. A cancellation tomorrow. Best sent by text to people who asked for texts.
- New artist or new service. A new artist joins, or you add piercing or laser.
- Seasonal notes. Gift cards, healing before summer, fall books (see C8).
How often
Once or twice a month by email is plenty for most shops. Texts only for things that are time-sensitive, and not often. Every message should be worth opening.
Copy-ready templates
Consent checkbox wording
☐ Email me about flash drops, open dates, guest artists and events from [Shop]. I can unsubscribe anytime.
☐ Text me about last-minute openings and events from [Shop]. Message and data rates may apply. Reply STOP to opt out anytime.
Welcome email
Subject: You're on the list at [Shop]
Hi [Name],
Thanks for joining. You'll hear from us when books open, when new flash drops, and when guest artists are in town. About [twice] a month, no more.
Meet the artists: [link]
How booking works: [link]
See you soon,
[Shop] · [Address] · [Phone]
Unsubscribe anytime: [link]
Books-open email
Subject: [Artist]'s books are open for [months]
Hi [Name],
[Artist] is booking [custom work / sleeves / fine-line pieces] for [months]. If you've been thinking about your next piece, now's the time to send your idea.
Send your idea, placement, size and reference photos here: [booking link]
A deposit holds your date.
[Shop]
Unsubscribe: [link]
Flash drop email
Subject: New flash sheet: [theme]
Hi [Name],
[Artist] just drew a new [theme] flash sheet. Each design is done once. Walk in [days and hours] or book a spot online.
[Image of flash sheet]
[Booking link]
Bring a valid photo ID. See you soon.
[Shop]
Unsubscribe: [link]
Guest artist email
Subject: [Guest Artist] is guest spotting at [Shop], [dates]
Hi [Name],
We're hosting [Guest Artist] from [City], known for [style]. They'll be here [dates] with a small number of spots and a flash sheet made for this visit.
See their work: [link to their page]
Request a spot: [booking link]
[Shop]
Unsubscribe: [link]
Last-minute opening text
[Shop]: [Artist] had a cancellation [tomorrow at 2pm], about [2 hours]. Want it for a flash piece or a small custom? Reply YES and we'll call you. Reply STOP to opt out.
One-time invite to an old client
Hi [Name], it's [Artist] at [Shop]. Hope your [piece] is holding up great. We started a list for flash drops and open dates. Want me to add you? Just reply yes. If not, no worries, and you won't hear from me about it again.
The rules for email and text
- Consent first. Only send marketing to people who agreed. Checkboxes start unchecked and aren't required to book.
- Every message has a way out. An unsubscribe link in every email, and "Reply STOP to opt out" in texts. Honor it right away.
- Say who you are. Your shop's name and a real mailing address in every email.
- No convention-booth grabs. A business card handed to you is not consent. Invite them to sign up themselves.
- No raffles or "chances to win" in list promotions without checking your state's rules first.
- Photos need written OK. Don't put a client's tattoo or body in an email without their written permission.
- Keep health info out. Nothing from consent forms or ID checks goes into your marketing tool.
Your routine
| When | What |
|---|---|
| Every client | Point to the checkboxes on the form. Don't pressure. If they checked a box, make sure they're on the list with the right tags. |
| Weekly | Add new sign-ups from the front desk QR code. Remove anyone who unsubscribed or replied STOP, if your tool doesn't do it automatically. |
| Twice a month | Send one email: books open, flash drop, guest artist or event. Send it to the right group. |
| As needed | Last-minute opening text to people who asked for texts. |
| Monthly | Look at which emails got opened and clicked, and which led to bookings. Do more of what works. |
Checklist
- List tool chosen, with built-in unsubscribe
- Separate, unchecked email and text consent boxes on the booking form and intake
- Marketing list kept separate from consent forms and ID records
- Sign-up QR code at the front desk and convention booth
- Groups set up by artist and kind of work
- Welcome email written and turned on
- Shop name and mailing address in every email
- Templates saved for books open, flash drop, guest artist and openings
- List password-protected, never shared or sold
Mistakes to avoid
- Adding everyone who ever booked, whether they agreed or not.
- Pre-checked consent boxes, or making consent required to book.
- Sending every message to everyone. A laser client doesn't need every flash drop.
- Emailing every week about nothing, until people unsubscribe.
- Waiting a year between messages, until people forget who you are.
- Keeping the list in one artist's phone.
- Mixing health paperwork into your marketing tool.
Notes by kind of work
| Work | What they want to hear about |
|---|---|
| Custom and large-scale | Books opening for their artist, guest artists in their style, and convention dates. Fewer messages, more notice. |
| Walk-ins and flash | Flash drops, Friday the 13th, themed days and last-minute openings. Texts work well here for people who asked for them. |
| Fine-line and minimalist | New small flash, matching-piece days and gift cards. Include a clear image of the designs. |
| Piercing, touch-ups and laser | New jewelry, service hours and scheduling reminders. Keep treatment details out of marketing emails. |
Pair your list with C7 Go after repeat clients for one-to-one follow-ups.
Want Annie's to do this for you? We can set up your list and consent checkboxes, build your welcome email, and write and send your flash-drop and books-open messages for you to approve.