Bloom Salon added $18k/month from dormant clients alone.

Where they were

Bloom Salon had been running in Williamsburg for eight years. Three chairs, a loyal client base, and no system for keeping that base loyal beyond Aisha personally remembering everyone. Which worked — until the book got to 1,200 clients and her memory couldn’t keep up.

When we first ran the dormant report against her book, the number was stark: 41% of her client list hadn’t booked in more than 8 weeks. For a salon running on 4–6 week rebook cycles, that’s roughly 450 clients worth of revenue sitting on the table.

What we changed

Rebooking only. Aisha was already using Square for payments and didn’t want to change her payment setup, so we installed Aaptly as a layer on top — calendar sync, client import, and rebooking only.

• Configured rebook cadences per service (cut 5w, color 7w, balayage 9w).
• Segmented the dormant list into fresh-dormant (1–3w past window), mid (4–8w), and long-dormant (9+w).
• Wrote three templates, one per segment, each under 160 characters, each offering one specific slot.
• Rate-limited to 1 SMS per client per 30 days. Enforced time-zone-aware delivery window.

What happened

The first wave targeted 180 fresh-dormant clients on a Tuesday morning. By Thursday, 61 of them had rebooked — a 34% 72-hour conversion rate. The mid-dormant segment converted at 22%. The long-dormant segment converted at 11%, which is still a free $3k a month from clients who’d otherwise be gone forever.

Aisha’s opt-out rate across three waves of campaigns was 0.7%. People liked hearing from their salon. They were just waiting for the nudge.

Why it worked

Rebooking works when three things line up: the data to know who’s dormant, the automation to reach them at scale, and the discipline to not spam them. Aaptly handled all three without Aisha having to think about it. The templates sound like her because they’re short, specific, and use the client’s name + last service. The rate-limiting means nobody gets overwhelmed. The result is a consistent, predictable $18k/month added to the top line — from clients she already had.