1. Issue: Emails to VIP customers don’t lead to bookings

Customers who have visited a certain number of times or spent a certain amount are designated as VIP customers, and they regularly receive mass emails with the latest information.

However, some of these customers have not visited for a long time and do not respond to the emails. The traditional email format sends the same information to everyone, lacking special offers or personalized suggestions, which fails to encourage them to book an appointment.

As a result, the mass emails have consistently failed to lead to salon visits.

2. Solution: Offer limited-time special benefits to encourage immediate bookings

The process owner introduced a system to send unresponsive VIP customers a special booking form with an offer of 10% off if they book within 48 hours.

Additionally, a checkbox was added during the email drafting stage, allowing staff to select customers they specifically wanted to encourage to book. Customers who were checked would then receive the mass email with the exclusive booking form URL embedded.

As a result, customers can now access the booking form with one click directly from the email. The short-term and clear incentive effectively encourages a sense of urgency, making immediate bookings more likely.

A special offer form helped bring back customers who had stopped visiting by encouraging them to book again.

3. Customers Case Study

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