Decide what dormant means for your clinic
Dormant is not one flat cut-off. A client who books monthly is dormant after a few quiet months, while a seasonal client may not be. Group clients by treatment cadence and last booking date, then build lists from there. A therapist or the front desk can usually name the people who have quietly drifted, and those names are the starting point. Keep the definition written down so the same list is used each month.
Pull the list from your booking system rather than from memory, and check it against anyone who has booked a different service since. A client who came in for a gift certificate or a one-off event is not the same as a regular who drifted, and the two belong in different groups.
Lead with care, not a discount
Massage is a trust service. Reach out with a warm, specific message that mentions the last treatment and the therapist, and offers a simple way to rebook. Some clients lapsed because of a schedule change, a move, or an injury rather than price, so a discount-first message can feel off. Lead with a check-in and let the offer, if any, come second.
Use therapist and treatment preferences
Match the client to the therapist they saw and say so in the message. If that therapist's availability has changed, mention it plainly. Many clients book around their extended health benefits, so a gentle note when their plan year likely resets is more useful than a generic blast. Keep treatment details general in the text and let the client raise specifics when they reply.
Make replying effortless
Give the client an easy choice, such as replying to book or replying to pause messages. A two-way text lets someone who is not ready simply say so, which keeps your list honest. 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. When a reply arrives, confirm the slot and update the record.
Handle replies and consent properly
Update records when a client rebooks, asks for a different cadence, or wants to stop. Honour STOP requests immediately, send within reasonable hours, and keep a note of how each client opted in. Treat a reactivation reply as a fresh conversation, not a transaction, and let the client set the pace.
Make reactivation 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. Done as a routine rather than a one-off campaign, reactivation keeps your schedule full without adding pressure to the front desk. Keep the message history for each client so you do not repeat the same note month after month, and if someone has ignored two attempts, move them to a lighter seasonal touch instead of a third nudge.
See also the page on an AI receptionist for massage spas and the SMS marketing for salons hub.