Win-back Sequence for Spas Email Guide
Why Win-back Sequence Emails Fail for Spas (And How to Fix Them)
A client who loved your signature facial hasn't booked in months. That blissful feeling they experienced, now a distant memory.
Many spas find that even their most cherished clients sometimes drift away. It's rarely about a bad experience, but often about fading connection in a busy world.
You've invested in providing exceptional services, and it's a missed opportunity when those connections aren't maintained. A win-back sequence isn't just about offering a discount.
It's about reigniting the memory of relaxation, reminding them of the unique benefits only your spa provides, and extending a genuine invitation to return. The templates below are crafted to help you reconnect with those valuable clients, ensuring your exceptional services remain top of mind.
The Complete 4-Email Win-back Sequence for Spas
As a spa, 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's been a little while since we last saw you, and we've been thinking about the quiet moments you spent with us. Do you remember the warmth of the hot stones, the calming scent of essential oils, or that deep sense of peace after your massage?
That feeling of lightness, of having shed the weight of the world, lingered for days. We know life gets busy, and self-care often takes a backseat.
But those moments of tranquility are so important for your well-being. We're here to help you rediscover that inner calm whenever you're ready.
Best, [YOUR NAME]
This email uses nostalgia and emotional recall. By prompting the client to remember specific sensory details and the positive feelings associated with their last visit, it creates a desire to re-experience those benefits. It gently reminds them of the value without directly selling.
The Update
Share what is new since they last engaged
Hi [First Name],
We've been busy creating even more ways for you to relax and rejuvenate since your last visit. Perhaps you'd be interested in our new [NEW SERVICE NAME, e.g., 'CBD-infused massage'], designed to target [SPECIFIC BENEFIT, e.g., 'deeper muscle relaxation and stress relief'].
Or maybe our updated [NEW TREATMENT, e.g., 'anti-aging facial protocol'], which incorporates [NEW TECHNIQUE/PRODUCT, e.g., 'advanced lymphatic drainage techniques'] for even more radiant results. We're always looking for ways to enhance your experience and ensure you receive the very best in self-care.
We believe these additions will truly improve your next visit. Take a moment to explore what's new on our website, or simply reply to this email to learn more.
Best, [YOUR NAME]
This email capitalizes on the novelty effect and perceived value increase. Highlighting new services or enhancements suggests continuous improvement and offers a fresh reason to return. It creates a 'fear of missing out' on improved experiences, encouraging engagement.
The Offer
Give a special incentive to return
Hi [First Name],
We truly value your past visits and would love to welcome you back for another moment of tranquility. As a special thank you for being a part of our spa community, we'd like to offer you [SPECIFIC OFFER, e.g., '20% off your next service' or 'a complimentary upgrade to a longer massage'] on your next appointment.
Consider this our way of saying we miss you and want to make your return even more delightful. This offer is valid for the next [NUMBER] days, expiring on [DATE].
It's the perfect opportunity to rediscover your favorite treatment or try something new that catches your eye.
Best, [YOUR NAME]
This email employs the principles of reciprocity and exclusivity. By offering a special, time-sensitive incentive 'just for them,' it encourages a feeling of being valued and creates a gentle obligation to respond. The specific offer reduces the barrier to booking and adds a layer of urgency.
The Final
Last chance before you move on
Hi [First Name],
This is a gentle reminder that our special offer for you will be ending soon. We extended [SPECIFIC OFFER, e.g., '20% off your next service' or 'that complimentary upgrade'] as a warm invitation to return, and we truly hope you'll take advantage of it.
Remember that feeling of complete relaxation? We believe you deserve to experience it again.
This is your final opportunity to enjoy this exclusive benefit before it expires on [DATE]. Don't let another day pass without prioritizing your well-being.
We'd love to see you back in our peaceful sanctuary.
Best, [YOUR NAME]
This email utilizes scarcity and loss aversion. By clearly stating the offer's impending expiration, it creates a sense of urgency and highlights what they stand to lose if they don't act. It provides a final, clear call to action while maintaining a caring, non-pushy tone, appealing to their desire for self-care.
4 Win-back Sequence Mistakes Spas Make
| Don't Do This | Do This Instead |
|---|---|
✕ Assuming past clients will return automatically without prompting. | Implement a structured win-back sequence that proactively reaches out to remind and re-engage former clients. |
✕ Only offering generic discounts without personalization or new information. | Tailor offers based on past services, or highlight new treatments they might enjoy, making the communication feel specific to them. |
✕ Failing to remind clients of the emotional and physical benefits they received. | Evoke sensory memories and stress the well-being outcomes, not just the service itself, to reignite desire. |
✕ Not having a clear 'last chance' message, letting offers expire quietly. | Create a definitive final email that clearly states the offer's expiration, creating a gentle urgency to act. |
Win-back Sequence Timing Guide for Spas
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 Spa Specialty
Adapt these templates for your specific industry.
Day Spas
- Focus win-back messaging on the concept of a 'mini-escape' from daily stress, emphasizing convenience and local accessibility.
- Highlight new express treatments or package deals that fit into a busy schedule, making return visits easy.
- Use sensory language in emails to vividly recall the relaxing atmosphere, scents, and sounds unique to your day spa.
Medical Spas
- In win-back emails, emphasize the results and long-term benefits of past treatments, reminding clients of their progress.
- Introduce new advanced technologies or clinical services that complement their previous treatments, positioning your spa as modern.
- Offer a complimentary consultation to discuss their evolving aesthetic goals, providing a low-commitment way to re-engage.
Resort Spas
- Remind past guests of the luxurious, exclusive experience of your resort spa, linking it to their vacation memories.
- Highlight seasonal treatments or special packages available only to resort guests, creating a sense of unique opportunity.
- Encourage booking another stay by offering a special spa credit or an enhanced amenity for their next visit.
Wellness Spas
- Frame win-back messages around their ongoing wellness journey, positioning your spa as a partner in their health.
- Introduce new wellness workshops, retreats, or services that align with their self-care goals.
- Offer a personalized wellness check-in or a brief consultation to discuss how your spa can support their current well-being needs.
Ready to Save Hours?
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