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Reach Out to Lapsed Clients – It Really Works!

Posted on: September 19, 2017

Lapsed clients

GREAT hairdressing Salon ran a marketing campaign on 1st July 2017 to all clients that had been to the salon for Hair and Beauty appointments. See criteria below:

  • Clients had visited/had an appointment in the salon in the last 12 months
  • Clients had not been back to the salon in the last 3 months
  • These clients did not have any future appointments

The purpose of doing this campaign was to ensure the salon did not have a quiet period over the summer holidays. The salons other focus was to maximise the rebooking % for each indivdual team member to get bookings in for the end of the year and over the Christmas period.

The total cost of running this campaign was £1,200 this included design, printing costs and sending out the promotion.

At time of writing September 2017 so far the promotion has generated £5,495 in bookings with still another 3 weeks left to go.

GREAT hairdressing have sent out an additional email to these exact clients to remind them that they only have 3 week left to use the promotions before they expire.

By sending out the reminder they really are maximising on getting as many of these lasted clients in before the promotion runs out.

Too often salons are asked after the expiry date if they can use the promotion. Some salons will bend the rules and honour it but then if you honour it for one client you are then obliged to honour it for anyone else they asks to use the voucher after the expiry date.

Please see below examples of both the letter and email reminder that has gone out for this particular campaign.

Letter to lapsed clients

Above is an example of the letter that went out to all the lasped clients. GREAT hairdressing created 4 promotions that could be used over a 4 months period. These were:

  • First Visit – 50% off any Hair/Beauty service
  • Second Visit – 30% off any Hair/Beauty service
  • Third Visit – 20% off any Hair/Beauty service
  • First, Second and Third Visit – 10% off any retail

Lapsed client reminder

GREAT hairdressing always try to make any contact with the client a little light hearted but also keeping it professional. This is mainly to grab the attention of the reader and get them to act.

The reminder email sent out is very simple, yet eye catching with a well recognised bold image.

We will post another update at the beginning of October with the total costs and income generated through running this campaign.