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JustBook Help

Win-back campaigns

A win-back campaign automatically reaches out to customers who haven’t visited in a while — a friendly “we miss you” with a link back to your booking page. You set the threshold once, and JustBook checks daily for lapsed customers and sends the message for you. Win-back campaigns are a Pro plan feature.

Turn on win-back campaigns

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  1. Go to Settings → Notifications and open the Reminders tab (under Customer messaging).
  2. Find the Win-Back Campaigns card and turn on Enable Win-Back Campaigns.
  3. Set Re-engage customers whose last visit was over … days ago — for example 60 days. This is what counts as “lapsed” for your business.
  4. Set Don’t contact the same customer again within … days — the cooldown. Once a customer receives a win-back message, they won’t get another until this many days pass (90 by default), even if they still haven’t rebooked.
  5. Under Templates, turn on the channels you want (Email, SMS, WhatsApp) and edit the copy — see Message templates.
  6. Click Save Changes.

JustBook checks once a day. A customer qualifies when their most recent appointment (excluding cancelled ones) is older than your threshold, they’ve opted in to marketing (see below), and they’re outside the cooldown window.

Write the message

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Win-back templates work like any other message template — each channel has its own copy, and you can personalize it with variables:

  • {{customer_name}} — the customer’s full name
  • {{first_name}} — the customer’s first name
  • {{business_name}} — your business name
  • {{booking_page_url}} — a link back to your booking page
  • {{last_visit_date}} — the date of the customer’s last visit

There’s no appointment being reminded about, so appointment variables like {{service_name}} or {{start_time}} aren’t available here. Always include {{booking_page_url}} — the whole point is to make rebooking one tap away.

Win-back is a marketing message

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Unlike reminders and confirmations, a win-back message is promotional. That comes with stricter rules, and JustBook enforces them for you:

  • Only opted-in customers are contacted. A customer receives win-back messages only if they explicitly agreed to promotional messages (“Send me offers & news” — offered when they book, in their customer portal profile, and recordable by your team on the customer’s profile). No opt-in, no message — regardless of your settings.
  • Every win-back email carries an unsubscribe link. One click opts the customer out of future promotional messages; their booking confirmations and reminders are unaffected.
  • Opt-outs are always respected. A customer who unsubscribed, replied STOP by SMS, or turned off messages entirely is skipped.
  • SMS and WhatsApp only send during waking hours. Promotional texts go out between 8:00 and 21:00 in your business’s timezone; customers due a message outside that window are picked up the next day. Email isn’t time-restricted.

The marketing email sender

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Promotional email sends through a separate marketing sender, not the one used for confirmations and reminders — this keeps a campaign from ever affecting the deliverability of your transactional messages. By default that’s JustBook’s dedicated marketing sender, with nothing to set up. To send from your own domain instead, go to Settings → Integrations → Messaging & Email and configure Marketing Email.

Using your own marketing sender? Connect the bounce webhook. On JustBook’s default sender, addresses that hard-bounce or mark a message as spam are removed from marketing automatically. When you bring your own sender, that feedback comes from your provider — the Marketing Email card shows a Bounce & Complaint Webhook URL to paste into your provider’s webhook settings (SendGrid, Mailgun, Postmark, and Brevo are supported). Once connected, bad addresses and spam complaints stop receiving win-back email automatically. If your provider isn’t listed, configure bounce handling and suppression on the provider’s side — without it, undeliverable addresses keep being retried, which can hurt your sender reputation.

Using your own marketing sender? Check the unsubscribe link setting. Every win-back email needs an unsubscribe link, and JustBook adds one for you. A few providers — Postmark’s Broadcast streams, for example — add their own as well, which means your customers would see two. If yours does that, turn off Add our unsubscribe link to your marketing email on the Marketing Email card and theirs becomes the only one. If your provider doesn’t add one, leave the setting on. When in doubt, leave it on — a duplicate link just looks untidy, whereas marketing email with no unsubscribe link at all is against the law in most places. Either way, opt-outs still reach JustBook and stop future win-back email: through our link directly, or through your provider’s bounce and complaint webhook.

If no marketing sender is available, the win-back email template shows a marketing sender missing note and can’t be enabled until one is configured — SMS and WhatsApp are unaffected.

What has to be on

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A win-back message follows the same send checklist as every other customer message: customer messaging enabled, the channel active, and the win-back template turned on for that channel — plus the marketing opt-in above.

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