Win-back Sequence for Hair Stylists Email Guide
Why Win-back Sequence Emails Fail for Hair Stylists (And How to Fix Them)
Your best client hasn't booked in six months. She used to be a regular.
Now, nothing. Many stylists experience the quiet drift of clients who once loved their work.
It's not a reflection of your talent; it's often a simple matter of losing touch in a busy world. A win-back sequence isn't about chasing.
It's about remembering, reminding, and re-inviting. It's a strategic way to reconnect with those clients who valued your services, bringing them back into your chair and reinforcing their loyalty.
These proven templates are designed to gently bring those clients back, showcasing your evolving expertise and reminding them why they chose you in the first place.
The Complete 4-Email Win-back Sequence for Hair Stylists
As a hair stylist, your clients trust your recommendations. This 4-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Remember
Remind them of the value they received
Hi [First Name],
It feels like yesterday we were creating that stunning [HAIR STYLE] for you. I still remember the way your [HAIR FEATURE] caught the light, and the smile on your face as you left the salon.
I often think about the transformations we achieved, and the conversations we shared in the chair. Every client is unique, and I truly value the time we spent making you feel your best.
I wanted to reach out and simply say hello, and to let you know I'm still here, still passionate about helping my clients look and feel incredible. No pressure, just a friendly check-in.
I hope you're doing wonderfully.
Best, [YOUR NAME]
This email uses nostalgia and personalization (even with placeholders) to evoke positive memories. It re-establishes rapport without any sales pressure, making the client feel valued and remembered, which is crucial for rebuilding connection. This taps into the psychological principle of reciprocity, by offering a warm, non-transactional greeting, the stylist subtly encourages a positive response.
The Update
Share what is new since they last engaged
Hi [First Name],
Since our last appointment, I’ve been busy learning and adding to my craft. I’ve recently brought in some incredible new [PRODUCT TYPE, e.g., color lines/treatment systems] that are delivering even more vibrant results and healthier hair.
I’ve also been experimenting with new [TECHNIQUE, e.g., balayage methods/cutting styles] to offer fresh looks and solutions for my clients. Think [SPECIFIC RESULT 1] and [SPECIFIC RESULT 2], tailored just for you.
Many clients are loving the [NEW SERVICE/PRODUCT] because it helps them achieve [DESIRED OUTCOME] without [COMMON PAIN POINT]. It’s been exciting to see the transformations.
If you're curious about what these new offerings could do for your hair, I'd love to chat.
Best, [YOUR NAME]
This email uses the principle of novelty and perceived value. By sharing updates on new skills, products, or techniques, the stylist demonstrates continuous improvement and a commitment to their craft. This provides a fresh reason for the client to consider returning, addressing any potential stagnation they might perceive or simply reminding them of the stylist's evolving expertise.
The Offer
Give a special incentive to return
Hi [First Name],
It’s been a while, and I miss seeing you in my chair. To celebrate our connection and welcome you back, I'd love to offer you something special for your next visit.
For a limited time, enjoy [DISCOUNT PERCENTAGE OR DOLLAR AMOUNT, e.g., 20% off your next service or a complimentary deep conditioning treatment] when you book your next appointment with me. Consider it my way of saying thank you for being a valued client.
This offer is exclusively for my returning clients, a small token of appreciation for your loyalty. To claim your special offer, simply mention this email when you book your appointment.
I'm excited to catch up and create something beautiful together again. [CTA: Book Your Appointment Here →]
Best, [YOUR NAME]
This email uses the psychological principle of incentive and exclusivity. By offering a specific, time-limited discount or bonus, it provides a tangible reason for the client to act now. The framing of the offer as 'exclusive for returning clients' enhances its perceived value and makes the client feel special, increasing the likelihood of conversion.
The Final
Last chance before you move on
Hi [First Name],
This is my last attempt to reach out and reconnect with you. I’ve genuinely enjoyed having you as a client and creating beautiful hair together.
My schedule is often booked, and I want to ensure I'm dedicating my time to clients who are actively seeking my services. Soon, I'll be updating my client list to reflect active engagements.
If you've been meaning to book an appointment or wanted to take advantage of the special offer I sent, now is the moment. This is your final chance to secure a spot before I assume you've found a new stylist or no longer require my services.
I would be truly happy to welcome you back. If I don't hear from you, I'll understand. [CTA: Don't Miss Out - Book Now →]
Best, [YOUR NAME]
This email employs the powerful psychological triggers of scarcity and loss aversion. By stating it's the 'last attempt' and mentioning updating the client list, it creates a gentle but firm sense of urgency. The implication of 'losing' access to the stylist's services, or the special offer, can motivate immediate action from clients who were procrastinating.
4 Win-back Sequence Mistakes Hair Stylists Make
| Don't Do This | Do This Instead |
|---|---|
✕ Sending generic 'We miss you' emails without any specific reason to return. | Personalize your win-back messages by referencing past services or specific client preferences, making the client feel truly seen and valued. |
✕ Bombarding past clients with endless emails without a clear sequence or escalating value. | Implement a structured, multi-step win-back sequence that gradually builds value and offers increasing incentives, respecting their inbox. |
✕ Not showcasing new skills, products, or services acquired since the client's last visit. | Actively highlight your ongoing education, new techniques, or exciting product lines in your win-back communication, demonstrating your evolving expertise. |
✕ Making win-back offers that are too vague or don't provide a clear, compelling reason to book immediately. | Craft specific, time-sensitive incentives that address a common client need or desire, such as a complimentary treatment or a discount on a new service. |
Win-back Sequence Timing Guide for Hair Stylists
When you send matters as much as what you send.
The Remember
Remind them of the value they received
The Update
Share what is new since they last engaged
The Offer
Give a special incentive to return
The Final
Last chance before you move on
Use after 3-12 months of no activity.
Customize Win-back Sequence for Your Hair Stylist Specialty
Adapt these templates for your specific industry.
Beginners
- Focus on building a strong portfolio of your best work before reaching out to past clients. Visuals are key for beginners.
- Offer a highly valuable, low-cost service (e.g., a complimentary deep conditioning with any cut) to build confidence and get clients back in the chair.
- Ask for specific feedback from returning clients to improve your skills and service delivery, showing you're committed to growth.
Intermediate Practitioners
- Showcase your specialization in your win-back messages, reminding clients of your expertise in specific areas like color correction or extensions.
- Introduce loyalty programs or referral incentives specifically for returning clients to build long-term relationships.
- Use your CRM to note past client preferences and tailor your win-back offers to their specific needs or desired services.
Advanced Professionals
- Highlight exclusive new techniques, advanced certifications, or high-end product lines that differentiate your premium services.
- Host a small, intimate 'client appreciation' event or virtual workshop for your top past clients to re-engage them with your brand.
- Position your win-back as an invitation to experience your evolving artistic vision, rather than just a discount, emphasizing your unique style.
Industry Specialists
- Tailor win-back messages to life events or seasonal needs relevant to your specialization (e.g., 'Wedding season is approaching, let's refresh your bridal look!').
- Share testimonials or before-and-after photos specifically related to your niche to reinforce your specialized expertise.
- Offer consultations for new, specialized services that address common challenges within your niche, positioning yourself as the go-to expert.
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