01
Offer-structure note (why no blanket discount)
We do not open with a discount. Discounting trains your best clients to wait for coupons and quietly devalues clinical work.
Sequence logic instead:
Touch 1 — pure relationship check-in, zero ask.
Touch 2 — "what’s new" — new services/devices since they last visited, because the practice they remember is not the practice you are now.
Touch 3 — a time-bound courtesy (priority rebooking or an add-on, not a % off), framed as returning-client appreciation.
Discount depth, if any, is your call and goes only in Touch 3.
Design notes
- →The strategy note is itself the deliverable: protecting price integrity outlasts any single email
- →Touch order is engineered: relationship, then novelty, then incentive: never the reverse
- →Discount depth stays your decision: we design the frame, you control the margin
02
Email 1 — the check-in (no offer)
Subject: we noticed the chair has been empty
Hi {FirstName},
It has been about {X} months since your last visit with {Provider}, and honestly — we miss having you in.
No promotion in this email. We just wanted to check in: how is your skin doing? If your routine has changed, or something we did was not right, reply and tell us. We read everything.
Warmly,
The Velora team03
Email 2 — what’s new since you left (8 days later)
Subject: three things that are new at Velora
Hi {FirstName},
Since your last visit we have added a few things clients keep asking about:
1. {NewService1} — gentler downtime than the old protocol
2. {NewService2} — the one with the waitlist
3. Saturday morning hours, finally
If any of those sound like you, reply with the number and {Coordinator} will hold a consult slot. (Consults are conversation, not commitment.)
— Velora Aesthetics04
Email 3 — returning-client courtesy, time-bound (10 days later)
Subject: a returning-client courtesy, until {Date}
Hi {FirstName},
Last note from us — we are not the spa that floods your inbox.
Through {Date}, returning clients get priority booking plus a complimentary {AddOn} with any visit. It is our way of saying the door is open, without pretending a coupon is a relationship.
Book here: {BookingLink} — or just reply and we will sort it out by email.
Either way: thank you for having been part of Velora.
— {OwnerName}05
Results report format (Month 1)
SENT — Lapsed 4–9 months segment: 186 clients, 3 touches over 18 days.
REPLIES — 29: 14 bookings/consults, 7 "after summer" (tagged), 5 routine questions, 3 unsubscribes.
FRONT-DESK-LOGGED VISITS — 12 returns within the window; 4 booked the waitlist service from Email 2.
ROUGH MATH — 12 visits × your stated $310 average ticket ≈ $3,700 from a $490 campaign, excluding rebooking tail.
NEXT — 9–18 month segment with the softer "are we still your spa?" angle; provider-specific sequences recommended for {Provider} regulars.