Win Back the 90-Day Lapsed Client

Grow the Book · October 26, 2026

A client on a four-week cut who has not booked in 90 days has missed three visits. Find them in your customer export and send one message.

A client who gets a cut every four weeks and has not booked in 90 days has missed three cuts.

This note covers how to find these clients in Booked, who to message, and what to say.

Work out what a returning client is worth

Use your own price and your own cycle.

A $45 cut every four weeks is 13 visits a year. That is $585 a year from one client.

If 5 lapsed clients come back and stay, that is $2,925 a year at the same price. Put your own numbers in. Use this figure to decide how much time to spend on the list.

Build the list

First, close out last week's bookings so the counts are up to date.

Then export your customers: Dashboard → Customers → Export CSV. The file has each client's name, contact details, visit count, last visit date and tags.

Open it in a spreadsheet and filter:

The 180-day cut-off limits the list to clients seen in the last six months. The 3-visit minimum limits it to clients who have visited at least three times.

Before you send anything, open each name in Dashboard → Customers and read your notes. Take off anyone who moved away or left after a complaint you already dealt with.

Check who agreed to hear from you

A client who booked a haircut has not agreed to marketing messages by booking. Booked's help center says using your customer list for marketing is your call and your legal responsibility.

Booked does not track marketing consent. Keep your own record. A tag such as ok-to-contact on clients who told you they are happy to hear from you lets you filter for them in the export.

Booked sends booking and payment messages only: confirmations (a moved booking sends the confirmation again), reminders, cancellations, receipts, declined-payment notices, balance links, refunds, gift cards, card charges and waitlist offers, and a review request when the shop has set a review link. A win-back message goes out from your own email or messaging tool. Our note on SMS marketing without being annoying covers frequency and wording.

Send one short message

Send one message, from you by name, with your booking link and no discount.

Hi Marcus, it's Dee at Northside Barbers. It's been a while since your last cut. I have openings next week if you want one: [your booking link]

If you want to fill a quiet week, fill a slow day without a discount covers options that keep your prices.

Send it once. If someone does not reply, leave them alone.

Keep them once they are back

When a lapsed client books, tag them winback-oct so you can count them in the next export.

At the end of their visit, book the next one before they leave. Rebook at the chair, not on the phone covers how. Then watch your rebook rate every Sunday so fewer clients reach 90 days next time.

Do this now

Step-by-step export instructions are in the help center: Can I export my customers?