Status: 7 November 2026. A practical guide, not legal advice. Rules differ by country, state and channel, so check your own situation.
There is no universal cut-off. A useful rule: a customer is lapsed when they have been away two to three times longer than the usual gap in your business. A hair salon whose customers normally come every 6 to 10 weeks might check people who have not booked for 5 to 6 months. A practice with yearly check-ups might look at 12 to 18 months. These are assumptions to adjust to your own data, not study results.
2. Build a clean list
- Export name, last visit and preferred channel from your booking system or till.
- Remove opt-outs, people who moved, and anyone you no longer want to serve.
- Remove people with an open quote, open invoice or running complaint. Handle those personally first.
- Sort by last visit and split a long list into waves, so that you can handle the bookings that come back.
3. Check the rules before you send
Marketing e-mail and text rules vary a lot. In the United States, commercial e-mail does not need prior consent, but the CAN-SPAM Act requires an honest sender and subject line, a valid postal address, clear identification as an advertisement and a working opt-out that you honour within 10 business days (see the FTC's CAN-SPAM compliance guide for business). In Canada, the UK, the EU and Australia you generally need consent, with a limited exception for existing customers (see for example the CRTC guidance on implied consent and the ICO guidance on e-mail marketing). Text messages are usually stricter than e-mail. A paper letter is usually the safest channel for old contacts.
Whatever the country, three habits keep you on safe ground: say who you are (with a postal address), make clear it is marketing, and give a simple, free way to stop. Record opt-outs the same day.
4. What to write
- Personal, short and without blame. Skip "We haven't seen you in a long time".
- One clear next step: book, call or reply.
- Mention only what is really new or better.
- An offer is optional. If you make one, state the end date and keep it.
5. A short example to adapt
Subject: How is your hair doing, [First name]?
[Greeting and name]
Your last visit with us was in [Last visit]. We wondered how you are and wanted to say hello.
If you would like to take some time for yourself again: we still have free appointments in [Month]. Book here: [Booking link].
Kind regards
[Sender name]
[Business name], [Street and number], [Postal code and city]
This is a marketing message from [Business name]. If you would rather not hear from us, reply "unsubscribe" and we will remove you straight away.
6. How many messages?
There is no fixed norm. A reasonable plan is three messages over three weeks: a friendly hello without an offer, a concrete reason or offer, and a polite last note that says it is the last. Then stop and set the person to "resting" for a year. More detail on order, timing and who drops out: How many win-back emails should I send?
Frequently asked questions
How do I win back customers who stopped buying?
Build a clean list of lapsed customers, check the marketing rules for your country and channel, and send a short, honest message with one next step. Count replies, bookings and opt-outs, and compare with your own plan.
How many win-back emails should I send before I stop?
Three over three weeks is a reasonable plan. Stop after the last note.
Do I need permission to send a win-back email?
It depends on the country and the channel. See section 3 and check the official sources where you operate.
Should I offer a discount?
It is optional. A friendly first message works without one. Only promise what you will keep.
Important: A practical aid, not legal advice. Check the marketing rules where you operate, yourself or with a professional.
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