How to Reconnect With Past Spray Tan Clients Without Sounding Salesy
Thoughtful ways to remind previous clients about your service while continuing to provide value.
This article is part of The Business of Professional Sunless, an AYU Sunless series sharing practical observations gathered from more than 20 years of working directly with thousands of professional spray tan artists.
Last week, in Slow Season for Spray Tan Artists: What to Check Before You Start Discounting, we discussed what to review when appointments slow down and why discounting should not always be the first response.
One possible issue may be client retention. If past clients are not returning, the answer may not be another promotion. It may be a thoughtful, useful reason to reconnect.
This week, we are focusing on one of the most valuable groups in your business: clients who have already trusted you with their spray tan.
Past Clients Are Not Always Lost Clients
When a client has not booked recently, it is easy to assume she was unhappy, chose another artist, or no longer wants the service.
Sometimes that may be true, but often there is a simpler explanation.
She may not have had an upcoming event. Her schedule may have changed. She may have fallen out of her regular beauty routine. She may be spending more carefully. She may simply have forgotten how much she enjoyed the experience.
Many clients do not make a deliberate decision to stop booking. Life becomes busy, and the appointment moves further down their list.
A thoughtful message can place your business back in their mind without making them feel pressured.
The goal is not to ask:
“Why haven’t you returned?”
The goal is to remind them that you are still available, still knowledgeable, and ready to provide a professional service when the timing is right for them.
Start With the Right Group of Clients
You do not need to contact every past client at once.
Begin with one group whose previous relationship with your business gives you a natural reason to reconnect.
That may include:
- Clients who booked once for a wedding, vacation, or special event
- Former regular clients who have not visited recently
- Bridal clients who may now have other celebrations or travel planned
- Clients who asked about returning but never rebooked
- Clients who purchased aftercare or self-tanning products
- Clients who usually book during a particular season
Not every client should receive the same message.
A client who booked once before a vacation should not receive the same communication as someone who previously visited every month.
The more relevant the message feels, the less likely it is to sound like a generic sales campaign.
Lead With Something Helpful
A message that only says, “I have openings,” focuses on what the artist needs.
A stronger message begins with something useful to the client.
You may share:
- Seasonal skin-preparation guidance
- Advice for caring for dry skin before an appointment
- A reminder to schedule early before a holiday or local event
- Tips for removing an old tan before the next service
- Guidance for planning a tan around photos, travel, weddings, or competitions
- Information about maintaining or refreshing color between appointments
- An update to your booking process, location, or service menu
The message can still invite the client to book, but the appointment request does not need to be the first or only thing she sees.
For example:
Planning a spray tan before an upcoming event? Begin gentle skin preparation several days ahead rather than trying to exfoliate heavily the night before. I have also opened appointments for the next few weeks if you would like help planning the timing of your service.
This gives the client useful guidance and a natural next step.
Helpful communication feels very different from a last-minute message sent only because the calendar is quiet.
Make the Message Feel Personal
You do not need to write an entirely different message for every person, but the communication should not feel careless or disconnected from the client’s previous visit.
When appropriate, mention a simple detail that relates to the service.
For example:
Hi Sam, I hope you are doing well. I remember you first came in before your beach trip last summer, and I wanted to reconnect as vacation season approaches again. If you are planning another trip or event, I would be happy to help you choose the best appointment and preparation schedule.
Or:
Hi Jill, I hope everything is going well. I have missed seeing you in the studio and wanted to share a few updated preparation reminders before your next sunless appointment. There is no pressure to book, but I am here whenever you are ready.
A small personal detail can make the message feel like a genuine reconnection rather than an automated promotion.
Keep the communication professional. Do not reference personal information that would feel intrusive or unrelated to the service.
Avoid Guilt or Pressure
A client should not feel as though she owes you an appointment.
Avoid messages such as:
“You haven’t been in for a long time.”
“We noticed you stopped booking.”
“Why haven’t you come back?”
Even when the intention is friendly, this wording may feel uncomfortable or confrontational.
Use warmer language instead:
“It has been a while since we have seen you, and we would love to welcome you back whenever the timing is right.”
Or:
“As the new season begins, I wanted to reconnect and share a few preparation reminders for your next sunless appointment.”
The client should feel invited, not questioned.
Give One Clear Next Step
A thoughtful message can still lose its effectiveness if the client does not know what to do next.
Include one clear action.
That may be:
- A direct booking link
- An invitation to reply for help choosing a service
- A link to your preparation guide
- A reminder to schedule before a busy holiday
- A simple invitation to ask questions
Avoid placing too many appointment types, packages, product recommendations, and promotional details into one message.
One message should have one primary purpose.
If the goal is rebooking, make booking easy.
If the goal is education, lead the client to one useful resource.
If the goal is helping her choose the right appointment, invite her to reply.
Sample Messages You Can Adapt
For a Past Event Client
Hi [Name], I hope you are doing well. As event and vacation season approaches, I wanted to share a quick reminder to begin gentle skin preparation several days before a spray tan rather than waiting until the night before. I would be happy to help you plan the timing of your appointment if you have anything coming up.
For a Former Regular Client
Hi [Name], I have missed seeing you in the studio and wanted to check in. I hope everything is going well. There is no pressure to book, but I wanted you to know that I am here whenever you are ready for another customized sunless appointment.
For a Seasonal Reconnection
A new season can be a good time to refresh your beauty routine. If you are planning photos, travel, celebrations, or simply a little time for yourself, appointments are now open for the coming weeks. You can book here: [booking link].
These examples should be adjusted to match your own voice, service, and relationship with the client.
Do Not Contact Everyone at Once
Reconnecting with past clients works best when it feels intentional.
Choose one group first.
Send one useful message.
Give them one clear next step.
Then review the response before contacting another group.
This makes it easier to understand what clients respond to and prevents your communication from becoming repetitive.
It also allows you to improve the message as you learn.
You may discover that former regular clients respond well to a personal check-in, while one-time event clients respond better to seasonal reminders or preparation guidance.
The purpose is not to send more messages.
The purpose is to send more relevant ones.
Final Thoughts
Past clients should not be treated like names on a list waiting for another promotion.
They are people who have already experienced your service and may be open to returning when professional spray tanning becomes relevant again.
A thoughtful reconnection reminds them of your expertise, makes the next appointment easy, and gives them a reason to think about your studio without creating pressure.
You do not need to contact every client or write a complicated campaign.
Choose one appropriate group, write one useful message, and give them one clear next step.
The strongest communication does not say:
“I need more appointments.”
It says:
“I am still here, I understand what may help you, and I would be happy to take care of you when you are ready.”
The Business of Professional Sunless
This article is part of The Business of Professional Sunless, an AYU Sunless educational series built from more than 20 years of working directly with thousands of professional spray tan artists.
Every studio is different. Our purpose is not to prescribe one version of success, but to share useful observations that help sunless professionals make informed decisions for the businesses they are building.
Previous article: Slow Season for Spray Tan Artists: What to Check Before You Start Discounting
Next Wednesday: How to Give Clients More Reasons to Book a Spray Tan Throughout the Year