Define dormant by service rhythm
Dormant is not the same for every nail client. Someone who books a fill on a steady schedule has drifted once a few weeks slip by, while a client who only comes in for the occasional pedicure may simply be between visits. The service rhythm is the honest signal. Pull the last visit date from the booking system, compare it to how that client normally books, and only then decide who belongs on a win-back list. A technician or the front desk can usually name the regulars who have quietly stopped coming, and those names are a good place to start. Write the definition down so the same list is used each month rather than a fresh guess.
Sort the list before you send
Nail services run on different clocks. Fills return on a predictable rhythm, full sets last longer, and pedicure clients may think in seasons. Tag clients by their main service so a pedicure client is not nudged at the wrong point in their cycle. A client who came in once for a wedding or a gift certificate is not the same as a regular who drifted, so keep one-off visits in a separate group. When the tag is right, the message lands as useful rather than random.
Write the first text
Nail work is personal, so lead with warmth. Open with the client's name, name the technician where there is one, and mention the last service plainly. Something like: Hi Dana, it has been a while since your last set with Priya. Want me to check her next openings? This reads as a check-in, not a blast. Some clients lapsed because of a move, a schedule change, or a tight stretch rather than anything about the studio, so let any offer come second. Keep the wording short, skip the jargon, and give one clear action: reply to book.
Handle the replies
Give the client a simple way to say yes or not now. A two-way text lets someone who is not ready ask for space, which keeps the list honest. When a reply arrives, confirm the slot and update the record. If the client asks for a different technician or a different service, note it so the next message reflects the change. Elevoi answers calls around the clock, books appointments, and sends SMS follow-ups, so a win-back sequence can run without the front desk chasing every name by hand.
Consent and frequency
Update records the moment a client rebooks, changes cadence, or asks for room. Honour stop requests right away, send within reasonable hours, and keep a note of how each client opted in. Under Canadian anti-spam rules each text should identify the studio and offer a working way to stop, so build both into every message. Treat a reactivation reply as a fresh conversation rather than a transaction, and let the client set the pace.
Make it a standing routine
Once a month, pull the dormant list, send the first message, and follow up once for anyone who does not reply. Track who comes back so the list keeps improving, and set aside anyone who asks for space. If a client has ignored two attempts, move them to a lighter seasonal touch instead of a third nudge. Keep the message history for each client so the same note is not repeated month after month. Run this way, reactivation keeps chairs full without adding pressure to the front desk.
Pair the win-back routine with the SMS marketing for salons hub, and let an AI receptionist for nail salons handle the calls that come back in.