If you sold a handful of gift certificates over the holidays, you'll likely get an influx of new and returning clients in to redeem them soon. This is a great chance to turn new and infrequent clients into regulars, but you need to have a protocol to improve your retention rates.

Intake form

Be sure to ask for a mailing address and an email address (and get permission to use the email address for marketing purposes). Follow a structured procedure for getting that client into your email system and any other marketing techniques you use.

Pay attention

Listen, really listen, to what the client wants from the massage, and be sure to address those issues.

It can be easy to get lazy when you know a client isn't really 'paying' for that massage. But in reality, your first massage with a client (with a gift certificate or otherwise) is an interview, for a job that could be rewarding and lucrative.

Ask

"Would you like to make a plan for your next appointment?" Even if you think they'll say no. Just make the offer. Don't assume someone coming in on a gift certificate doesn't want to pay for massage and make it a regular part of their wellness plan.

Follow up

Send a thank you note. A real, paper, handwritten thank you note. You can keep it short and sweet." It was a pleasure to meet and work with you. Hope you're feeling great!" Stick a business card to the inside cover (or a business card magnet if you've got those) so the client can easily find your contact info and schedule their next massage.

Or if a handwritten note isn't your style, follow up with the client via email a day or two after the massage to be sure they feel great.

Treat your infrequent clients like new clients

Be sure to be welcoming to clients you haven't seen in awhile. Don't assume they'll continue to be infrequent clients. When appropriate, follow all the same steps as you do with a new client.

What steps do you take to improve retention of gift certificate clients?