Build the audience before the message
A campaign starts with a list, not a sentence. Sort clients by what they actually do: how often they visit, which treatment they book, and when they last came. A regular who books every few weeks needs a different message from someone who came once for a gift. Keep the segments small enough that one message can speak to one group. Send only to clients who opted in, and keep the record current as people join and leave so the list never drifts out of date. Label each segment in plain words so the front desk can add a new client to the right one.
Choose a job for each campaign
A campaign should have one job. It might be filling quiet weekdays, bringing back clients who have not visited in a while, or introducing a new treatment to regulars. Pick the job first, then write the message to match. A campaign that tries to do three things at once reads as a flyer and gets ignored. Give each send a single clear next step, usually a booked appointment, and measure the send by whether that step happened.
Time it to the book, not the calendar
Spas run on their own rhythm: quiet midweek slots, busy weekends, gift season, and treatment cycles. Send a fill-the-gap message when the calendar is light, and a rebooking nudge when a client's usual return window comes around. Avoid stacking sends in the same week; space campaigns so clients are not getting several texts at once. A steady cadence beats a burst, and it keeps the list from tuning out.
Write for the phone screen
Keep the message short, name the spa, and lead with the offer or the reason to book. Put one link and one action. Do not bury the point under a greeting or a paragraph of thanks. If the client has to read twice to know what you want, the campaign has already lost them. Draft the line, then cut it until only the point and the next step remain. Read each draft out loud on a phone before it goes out; if it stumbles, it is still too long.
Respect consent, timing, and the opt-out
Send during reasonable hours, pause when a client has set quiet times, and honour a stop request immediately. Under Canadian anti-spam rules each message should identify the spa and offer a working way to unsubscribe. Keep a record of consent that stays current, and make the opt-out as easy as the booking so nobody has to hunt for it.
Let replies reach a person and the system behind it
Campaigns produce replies: a question about a treatment, a request to move a booking, a client asking to stop. Route those to the front desk, answer the simple ones inside opening hours, and flag anything that needs a therapist. A campaign only pays off if it runs on the days the spa is busy. Elevoi answers calls, books appointments, and sends SMS follow-ups, so a reply to a campaign is handled while the client is still deciding. Run campaigns as part of the wider SMS marketing for salons plan, and see how an AI receptionist for massage spas keeps the phone covered while the campaign runs.