How to win back clients who haven't visited in a while: messages that work

Every salon has "quiet" clients: they came a few times, were happy — and disappeared. Usually not because they disliked something. They moved, changed jobs, forgot, and when they needed a treatment, they booked wherever had a free slot that evening.

Winning such a client back is almost always cheaper than attracting a new one: they already know you, your work and your prices. All they need is a reason to return.

1. Who counts as "not visited in a while"

A simple rule: a client who hasn't been in for twice their usual interval.

• manicure every 3–4 weeks → not seen for 2 months;
• haircut every 6–8 weeks → not seen for 4 months;
• colour every 2 months → not seen for six months.

Make a list of these clients. If your client cards are in order, it takes a few minutes.

2. Why clients don't come back

The most common reasons, roughly in order:

1. They simply drifted — no reminder, and life got busy.
2. They couldn't find a slot — when they wanted one, you were booked, and somewhere else wasn't.
3. Circumstances changed — a move, a different budget.
4. Something wasn't right — and they didn't say.

The first two are the easiest to fix. The fourth is worth finding out — it's information you won't get any other way.

3. A personal message for the most important ones

For clients who came regularly, write personally — not a mass email but a message that sounds like you:

Hi Eva! It's been a while — I hope all is well. If you'd like to refresh your colour before the holidays, I have a few free slots next week. And if anything wasn't right last time, I'd really like to hear — it matters to me.

A few principles:

• name and specifics — what you did last time, what might be relevant now;
• no pressure — the client should feel remembered, not chased;
• a question about their experience — some people will write what they'd never say face to face.

4. A newsletter for a larger list

When there are dozens of such clients, a newsletter works. But with one important condition: marketing emails may only be sent to people who have agreed to receive them. The law requires it, and it protects your reputation — emails sent without consent get marked as spam more often.

A good newsletter for lapsed clients has:

• a subject line without exclamation marks or capitals — "What's new at the salon this autumn", not "COME BACK!!! -20%";
• one piece of news — a new service, a new specialist, new opening hours;
• one call to action — a booking link.

5. What to offer instead of a discount

A discount brings a client back once and trains them to expect a lower price. Offers that give a reason work better:

• the season — "before the holidays", "before your summer trip", "after the summer sun";
• something new — a service or technique they haven't tried;
• a small gift — an extra care step, a mask, a consultation;
• availability — "I have free evenings next week" is an offer if you used to be hard to book.

6. When to write

The best time is just before natural demand peaks: before the holidays, before summer, in early September. Clients are already thinking about a visit — your message just reminds them where to book it.

7. So you don't have to win them back

The best way not to lose clients is to book their next visit before they leave and remind them in time. We covered why some clients disappear after their very first visit, and how to change that, in our article on attracting new clients.

How to do it in edapi

• For a newsletter you can choose the "Not visited for a while" audience (over 3 months), clients from the last 3 or 12 months, or clients of a specific service. Only clients who have given consent receive it; one newsletter per 7 days.
• You write a personal message from the client's card — their reply comes straight to your email.

What to do tomorrow

1. Make a list of clients who haven't visited for twice their usual interval.
2. Pick the 10 most important and write to them personally.
3. For the rest (with consent), prepare one newsletter with one piece of news and one call to action.
4. Two weeks later, count how many came back — and what they said.