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Introduction: Where Did They Go — and How Can You Bring Them Back?
You remember her — the client who used to book a massage every other Friday without fail. Or the bride who swore she'd be back monthly after her pre-wedding facial. But somewhere along the way… they stopped coming.
In the spa world, it’s easy to get caught up chasing new clients. But what about the ones who already loved your services once? Re-engaging lapsed clients isn’t just smart marketing — it’s an act of care. And it can be the key to more consistent bookings, stronger loyalty, and a spa that thrives on relationships, not just transactions.
As marketing strategist Karen Carnabucci puts it:
“You simply want to reach out to these former clients to remind them of your presence and your services. Be cognizant of the words you're using, and present your message in a soft, relaxing way to really reflect what you're offering.”
This guide dives into the emotional “why” behind client disengagement — and offers concrete steps spa owners and managers can take to rekindle that connection.
Whether you’re running a cozy boutique spa or a multi-location retreat, these strategies will help you bring back the clients you thought you lost.
Ready to warm up those cold leads — the spa way? Let’s get into it.
Why Clients Leave: The Invisible Goodbye
Before you can re-engage former spa clients, you need to understand what made them disappear in the first place. Rarely is it something personal. Often, it’s something subtle — and fixable.
Common Reasons Spa Clients Drift Away
Life Got in the Way: A new job, a move, or a change in routine can knock your spa right off the schedule.
Perceived Value Shift: Maybe a new facial wasn’t as effective as expected. Or they’re budgeting — and your services feel more “luxury” than “necessity.”
Out of Sight, Out of Mind: If you’re not staying in touch with past clients, they may not even realize how much time has passed since their last visit.
Many spa owners assume these clients are gone for good. But as expert Amy Kapolnek, founder of The Fwrd Group, points out:
“Conversion drivers include online content that educates and excites, paired with personalized tech optimizations or in-person experiences that let them touch, feel, and try the brand.”
Translation? You still have a window to re-inspire clients — you just need to meet them where they are and remind them why they came in the first place.
1. The Power of the “We Miss You” Message
Sometimes, the most powerful words you can send are also the simplest: We miss you.
Reaching out to clients who haven’t visited in 60, 90, or 180 days with a warm, personal message can reignite a dormant connection.
Real-World Tactic
Send an email or SMS that includes:
A soft greeting: “We’ve been thinking of you!”
A personal nod: “It’s been a while since your last [insert service]…”
A call to return: “We’d love to treat you again. Come back this month and enjoy 20% off.”
If you’re using a spa CRM (like Mindbody or Vagaro), segment your lapsed clients by date of last visit and automate this kind of nurturing flow.
Pro tip: Include a photo of your staff or a recent spa update — this reminds them you’re real people and your space is still here, calm and inviting.
2. Make the Return Easy — and Irresistible
Offering a promotion doesn’t cheapen your brand. If done tastefully and purposefully, it can reignite curiosity and offer clients a reason to act now rather than “someday.”
Try These Offers
Reactivation Discount: 15–25% off their next service if booked within 14 days.
Bundle Special: Buy 2 massages, get 1 free — only for returning clients.
Loyalty Jumpstart: “Come back this week and we’ll instantly double your loyalty points.”
The secret? Keep the tone caring, not pushy.
As spa consultant Karen Carnabucci says:
“Position your message in a soft, relaxing way — you're not selling a product, you're offering a feeling.”
3. Re-Engagement Events: Bring Them Back in Style
Sometimes a digital nudge isn’t enough. That’s where in-person experiences shine.
Host a low-pressure, feel-good event that gives past clients a reason to re-enter your spa without a formal booking. The energy of the room, the scents in the air, and the smiles from your team can do wonders.
Event Ideas That Work
Mini-Treatment Open House: Offer complimentary 10-minute chair massages or hand treatments.
Client Appreciation Night: Invite past clients to enjoy mocktails, free samples, raffles, and a tour of any new offerings.
Wellness Workshop: A one-hour session on skincare tips, stress relief, or holistic beauty can position your spa as a trusted resource — not just a service provider.
Make sure to collect emails or rebook appointments before they leave.
4. Get Curious: Why Did They Leave?
While some clients ghost without notice, others are open to sharing why they stopped coming — especially if you ask with care.
How to Learn More
Post-Cancellation Survey: “We’d love to learn how we can do better. Your feedback helps us grow.”
Follow-Up Calls: A quick, personal call from the owner or front desk team can go a long way. It’s not about selling — it’s about listening.
The goal isn’t to defend your pricing or services. It’s to understand what’s going on — and maybe offer something helpful in return.
Pro tip: Create a “win-back” tag in your CRM so you can track who responds, who books, and what messaging worked best.
5. Stay Visible — and Valuable
Once someone comes back, the work isn’t over. You now have an opportunity to deepen the relationship and prevent future lapses.
Build Long-Term Retention By
Sending Gentle Reminders: Use email or text to follow up with personalized notes and appointment suggestions.
Tailoring Their Experience: If a client loves aromatherapy, make sure it’s noted in their file and used every time.
Offering Memberships: If your spa has the infrastructure, recurring memberships (monthly facials, quarterly massages) keep clients on a schedule — and reduce decision fatigue.
And don’t underestimate the power of education. As Amy Kapolnek reminds us, offering content that “educates and excites” is key. A monthly newsletter with skin tips, seasonal treatment spotlights, or behind-the-scenes stories can keep you top of mind — and heart.
Conclusion: Reconnection Is the New Growth Strategy
The most powerful growth strategy for your spa might not be found in expensive ads or flashy promotions — but in the quiet act of reaching out to someone who once trusted you.
Re-engaging lapsed spa clients isn’t about begging them back or slashing your prices. It’s about reminding them what they once loved, showing that you still care, and making it easier than ever for them to return.
Take Action With These Key Steps
Send a heartfelt “We Miss You” message — It may be the gentle nudge they need.
Offer reactivation incentives — Tasteful, time-bound, and tailored to their needs.
Host inviting in-person events — Give clients a reason to step back through your doors.
Gather honest feedback — Learn why they left and what would bring them back.
Stay present and personal — Through emails, touchpoints, and the little details they remember.
As Karen Carnabucci reminds us:
“Present your message in a soft, relaxing way — to really reflect what you’re offering.”
And that’s the heart of it: Your spa isn’t just a business. It’s a sanctuary. When you reconnect with intention and warmth, you don’t just reactivate clients — you rebuild relationships.
So go ahead: pick one strategy from this guide and put it into motion this week. The candles are lit, the space is ready, and your clients — whether they know it or not — are waiting to return.
You just have to open the door.
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