Most clients who stop booking weren't unhappy. Life got busy, a treatment wore off at a bad time, or nobody reminded them. A short, personal message at the right moment brings a lot of them back.
This post has copy-and-paste templates for each kind of client who's drifted away, plus:
- when to send them
- when an incentive helps and when it just costs you margin
- the consent rules Canadian clinics need to follow
If you haven't worked out who's overdue yet, start with the rebooking calendar. It shows when each treatment is due again.
Before you send anything
Split your list by situation. One message for everyone reads like a promo blast. These groups each get a different message:
| Group | Who | Incentive? |
|---|---|---|
| Mid-series dropouts | Stopped partway through a laser, microneedling or peel course | No. Finishing the course is the reason to return |
| Recently lapsed | Last visit 3–6 months ago | Only in the last message, if at all |
| Longer lapsed | 6–12 months | Yes, from the first message |
| Gone over a year | 12+ months | Yes, a clear welcome-back offer |
| Top clients | Your highest spenders, however long they've been away | Never. Personal note only |
| Consult, no booking | Came in for a consultation and didn't book | No |
Send three messages, then stop. We use day 0, day 4 and day 9. Only send the follow-ups to people who haven't replied or booked. After the third message, leave them alone until the next campaign.
Text or email? Text if you have the number and permission. It's more personal and gets read sooner. Email works well for longer notes, like what's new at the clinic. If you have both, send the first message by text and a follow-up by email.
Talk about the appointment, not the drug. For prescription injectables like Botox, Canadian rules restrict claims about what the drug does. "You're due for your next appointment" is fine; "your wrinkles will be coming back" is the kind of line to avoid. Health Canada's guidance explains the limits, and our marketing ideas post covers what they rule out for med spas.
Sign every message with a real person's name. Use the front-desk person or practitioner the client knows. "The team at Glow" reads like marketing.
The templates
Replace anything in [brackets]. Every text ends with an opt-out line, and every email needs your clinic's name, address and an unsubscribe link in the footer. More on that under the consent rules.
1. Mid-series dropout
Text:
Hi [First name], it's [Staff name] at [Clinic]. You're [3] sessions into your [laser hair removal] course and it's been a few weeks, so I wanted to check in before the gap gets too long. Want me to find you a time this week? Reply STOP to opt out
Email · Subject: Your next [laser] session
Hi [First name], [Staff name] here from [Clinic]. You've done [3] of your [6] [laser hair removal] sessions, and the timing between them matters for results. It's been [7] weeks since your last one, so now's a good time to book the next. Grab a time here: [booking link], or reply and I'll find one for you.
2. Recently lapsed (3–6 months)
Text:
Hi [First name], it's [Staff name] at [Clinic]. It's been a few months since your last [injectables] appointment, so you're probably due. Want me to hold a spot for you next week? Reply STOP to opt out
Email · Subject: It's been a few months, [First name]
Hi [First name], [Staff name] from [Clinic]. I was looking at the calendar and noticed we haven't seen you since [month]. Hope all's well! If your [treatment] is on the to-do list, I can get you in this week or next: [booking link]. Or just reply and I'll find a time for you.
3. Longer lapsed (6–12 months)
Text:
Hi [First name], it's [Staff name] at [Clinic]. It's been a while, and quite a bit is new since your last visit. We're offering [incentive] to returning clients this month: [booking link] Reply STOP to opt out
Email · Subject: What's new at [Clinic]
Hi [First name], [Staff name] here. It's been most of a year since you were in, and a few things have changed: [new treatment / device / practitioner]. For returning clients this month we're offering [incentive], and I'd love to catch you up in person: [booking link]. Any questions, just reply. I read these myself.
4. Gone over a year
Text:
Hi [First name], [Staff name] from [Clinic]. It's been over a year and we'd love to have you back. [Incentive] on your next visit, whatever you book: [booking link] Reply STOP to opt out
Email · Subject: We'd love to have you back, [First name]
Hi [First name], [Staff name] here from [Clinic]. It's been over a year since your last visit, and we'd really like to see you again. So: [incentive] on your next visit, whatever you book. Pick a time here: [booking link]. Not sure what to book after this long? Reply with what you'd like to work on and I'll suggest something.
5. Top clients: personal, no offer
Text:
Hi [First name], it's [Staff name] at [Clinic]. We haven't seen you in a while and I wanted to check in. Everything okay? I can hold a priority time for you this week if you'd like. Reply STOP to opt out
Email · Subject: Checking in (from [Staff name])
Hi [First name], this isn't a promo, just a note. You've been one of our favourite clients, and I realized it's been a while since your last visit. If anything about your last appointment was off, I'd honestly want to know. Reply and it comes straight to me. And if life's just been busy, say the word and I'll hold a time that suits you.
Why no discount: your best clients didn't come for a deal. Offering one tells them you think they did, and it trains them to wait for the next one. Attention works better than a coupon here.
6. Consultation, no booking
Text:
Hi [First name], it's [Staff name] at [Clinic]. Thanks again for coming in to talk about [treatment]. Any questions come up since? Happy to answer here, or hold a time when you're ready. Reply STOP to opt out
Email · Subject: Any questions after your consultation?
Hi [First name], thanks again for coming in to talk about [treatment]. People often think of questions after they leave, about cost, downtime or what results to expect. If you have any, just reply and [practitioner] or I will answer. When you're ready to book: [booking link].
The main reason people don't book after a consultation is usually an unanswered question, not the price. So this message asks for questions rather than pushing for a booking.
Follow-ups (day 4 and day 9)
Keep them shorter than the first message, and don't pretend the first one didn't happen.
Day 4 text:
[First name], [Staff name] again. A few spots opened up this week and I thought of you. Want one? [booking link] Reply STOP to opt out
Day 9 text (last one):
Last note from me, [First name]. If now's not the time, no worries at all. Whenever you're ready: [booking link] Reply STOP to opt out
The day-9 message is where an incentive goes for recently lapsed clients (group 2), if you use one at all. For groups that already got an offer, remind them it ends soon, and give a real end date.
Incentives: what to offer and what to avoid
- Offer a credit, not a percentage off. "$25 toward your next visit" protects your prices. "20% off Botox" teaches clients what a discounted unit costs.
- Give it an end date. "This month" is enough. Without one, there's no reason to book now.
- Don't discount top clients or mid-series dropouts. Both already have a reason to come back.
- Check your professional rules. If your injectors are regulated health professionals, their college may have advertising rules that limit incentives. Check before you offer one.
The consent rules (Canada)
This is general information, not legal advice.
Under Canada's anti-spam law (CASL):
- Existing clients count as implied consent. A client who has bought from you gives you implied consent to send commercial messages, and it lasts two years from their last purchase [1]. For anyone further back, you need their express consent. Separate those clients out, or leave them off the list.
- Consultations without a purchase have a shorter window. If someone came in for a free consultation and bought nothing, that counts as an inquiry, and implied consent lasts six months from it [1]. Send template 6 soon after the consultation, not a year later.
- Every message must say who you are and give a way to reach you [2].
- Every message needs a free way to unsubscribe. It must still work for 60 days after sending, and you must act on a request within 10 business days [2]. For texts, "Reply STOP to opt out" is the usual way to do this. For emails, put an unsubscribe link in the footer.
Also honour anyone who has told you in person or by phone that they don't want messages.
Measure it
For each group, count three numbers:
- messages sent
- replies
- bookings within 14 days
After one round you'll know which groups respond and which messages to rewrite. Keep the numbers, since next quarter's list will look similar.
Know who to send these to
RelayOps' free lapsed-client report reads your booking-system export. It shows how many clients haven't been back in 3+ months, how long they've been away, and who to contact first: top spenders, then the most recently lapsed.
If you'd rather not run the campaign yourself, that's what we do. Get your free report →
Sources
- An Act to promote the efficiency and adaptability of the Canadian economy… (S.C. 2010, c. 23) ("CASL"), s. 10(10): existing business relationship, including the two-year purchase and six-month inquiry periods
- Same Act, s. 6(2)–(3) and s. 11: identification, contact information, and the unsubscribe mechanism (valid for 60 days; requests actioned within 10 business days)