Winning a new client usually costs more than bringing back a former one. At the same time, every client database holds dozens of people who used to come, were happy and at some point simply stopped booking. Most of them haven't left for good - everyday life just got in the way.
Here's how to find these clients and remind them of you tactfully.
Step 1. Decide who counts as "lapsed"
Every service has its own rhythm. Men's haircuts every 3-5 weeks, manicures every 2-4 weeks, colouring every 1-2 months. Someone who used to come monthly and hasn't been in for three months has almost certainly "dropped off".
A simple rule to start with: a client is lapsed if they've been away longer than two of their usual intervals between visits.
Step 2. Find them in your database
If visits are recorded in the system, you don't have to search by hand. SmartBook has RFM analysis and segments for this. Clients are grouped by three criteria:
- Recency - when they last visited;
- Frequency - how often they come;
- Monetary value - how much they spend.
The most valuable are clients who used to come often and spend a lot, and then disappeared. Start with them.
Step 3. A personal message instead of a newsletter
A generic "We miss you! 10% off" is weak. A message that shows you remember the person works much better:
"Hi Sarah, it's Maria from the salon. We haven't seen you in a while - how are you getting on with the colour? I still have free slots next week and would be happy to fit you in. You can book here: [link]".
What makes this message work:
- a personal greeting and a real sender;
- a reference to the service the client had;
- a concrete offer and a link to book in a minute.
You can easily see the service history in the client card, with every visit and staff member.
Step 4. Give them a reason to come back
- bonus points on their account that expire in a month if unused (loyalty programme);
- a new service or treatment;
- a convenient time, for example mornings or Saturdays;
- an appointment with their favourite specialist, if she was fully booked before.
A discount is just one option, and not always the best one.
Step 5. Don't write too often
One message is enough. If there's no reply, wait at least a month before writing again. Being pushy puts people off more than silence does. And only write to clients who have agreed to receive messages.
So that clients don't disappear in the first place
- offer the next appointment right after the visit;
- turn on automatic appointment reminders;
- collect reviews after the visit: if something went wrong, you'll find out right away, not when the client is already gone.
Summary
Once a month, open the list of clients who haven't visited in a while and write to them personally. It takes half an hour and brings back people who already know and trust your salon. Try SmartBook for free to see this list automatically.
FAQ
How many clients can you win back?
That depends a lot on your industry and why they stopped coming. One thing is certain: without a reminder, most won't come back on their own.
Should I give everyone a discount?
No. Save discounts for your most valuable clients. For others, a personal message and a convenient time are often enough.
Which channel should I use?
Whichever one the client has used with you before: a messenger, SMS or email.
