Even though we’re a booking app, we also know a thing or two about marketing.

We have free email templates for the holidays, welcoming new employees, and following up with clients after their appointment.

This might be the most important email template of all: reaching out to your clients in an empathetic, authentic way post-COVID.

With each of these templates, take what you like and leave what you don’t.

You know your clients better than anyone, so you should communicate with them in a way that makes sense to you.

Trust your gut! 

And make sure to add your personality into your messaging:

  • Your stories
  • Your thoughts
  • Your voice

They want to hear from you, their favorite service provider.

Once you’ve written a message you’re happy with, use Schedulicity’s email marketing tools to reach out to your client list.

1. The Friendly Check-In Template

Good for: Businesses that aren’t sure exactly when they’ll reopen but want to keep clients in the loop.

In a recent webinar, business consultant and esthetician, Lori Crete, recommended that businesses reach out to their client list once a week.

Crete argued that you don’t have to make it feel sales-y — rather, come from a place of compassion and connection. This email template is a great starting point. 

Bonus: We’ve also included a “P.S.” on this template that encourages clients to follow you on social media.

This was another one of Crete’s recommendations, as a way of organically growing your following on other channels. Use it if you’re interested!

Subject line options:

  • Checking in
  • Long time no see!
  • Hello from [Your Business Name]

Email body:

Hello from my corner of [your city, e.g. Los Angeles]. I’m so sad that I’m not talking to you in-person right now, but I hope this email finds you well! 

Over the last few months, I’ve been filling my downtime with all sorts of activities, like [add some personal stories here. Have you been obsessively working on jigsaw puzzles? Perfecting your down dog or logging hours on YouTube watching balayage tutorials? Tell them!].

I’ve also heard from a lot of you who want to know how things are going, how I’m doing, and when you’ll be able to book again. I’m so grateful for all the support and kind words.

As you likely know, [insert the latest restrictions update from your local government, e.g. “we’re unsure when our government will allow us to reopen” or “salons and other businesses are tentatively slated to reopen on DATE”]

Once I have a better idea of timing, I’ll be in touch ASAP about what my booking process will look like, and we’ll get you scheduled!

For now, I’m carefully planning how I’m going to set up my space and appointments to make sure you feel completely comfortable and safe when you come in!

If you have thoughts on what you’d like to see from me now or when I start taking appointments again, let me know by replying to this email.

In fact, let me know if there’s anything I can do for you right now in general — I’d love to help you in any way I can during these strange and difficult times.

Until we see each other again, be well!


[Your Name]

P.S. If you aren’t already following me on Instagram [link], please do! I’ll be posting more updates there in the coming days.

2. The Grand Reopening Email

Good for: Businesses that are slated to reopen in the next week or two. Ideally, you’d send this email out at least a week in advance.

Subject line options:

  • (Slowly) Reopening
  • Our doors will open soon
  • What to expect when we reopen
  • [Business Name] Reopening
  • How we’re reopening

Email body:

Hello from home! 

You’ve probably heard the news that businesses are being allowed to gradually reopen over the next few weeks. That includes [your business’ name]

I couldn’t be more thrilled to finally get to see you again, but I also know that the process of reopening and supporting local businesses feels pretty confusing right now.

That’s why I wanted to take a minute to tell you what I’m planning.

I’ve spent these last few weeks figuring out the best process for cleaning, sanitizing, and using my booking app.

Clients like you helped me build this business, so I want to make sure you feel safe and comfortable at all times. With that in mind, if there’s anything you feel I’ve overlooked below, let’s talk! Send me an email!

How I’m handling booking

[This section is all yours to fill out however you like. Are you going to ask clients to email you and request an appointment, or are you going to let them book online through Schedulicity? Are you going to start with rescheduling the people who were already on your books before you had to close? Let them know exactly how it’s going to work and what, if anything, they need to do to get on your radar.]

How to prepare for your appointment

Once you’ve got your appointment scheduled, you’re likely wondering: What’s this going to look like?

Here’s what I’m asking each client to do:

  • The government regulations state that everyone must [insert the specific details your government gives you], and I’m following that protocol to a T.
  • [Add any additional requirements you have here — like paying online in advance for no-touch billing, asking clients to stop in the building bathroom to wash hands before entering the salon, providing disposable masks at the entrance that must be worn, etc.]
  • My no-show and cancellation policies still apply. To cancel or reschedule, please give me [X] hours notice. Of course, if you wake up feeling ill on the day of your appointment, these policies don’t apply! Stay home and take care of yourself!

Some Common FAQs

[Add and answer some of the most common questions you’re getting from clients here. These will vary depending on your city and your business. Here are just a few examples:

  • How do I make an appointment?
  • What sort of services are you offering right now?
  • What safety precautions are you taking?
  • What if I am not comfortable with your process? (Note: Tell them that you welcome their feedback and that they can reply to this email!)]

I’m expecting that some of this process might change over the next few weeks and that we’ll likely have to adapt our booking policies and how we work more than once. I’m going to do everything I can to make this as easy as possible for you while also prioritizing your health and safety. 

Until we see each other again (which is so soon!), be well! 


[Your name] 

3. The New Policies Email

Good for: Any business! You can send this either after your reopening announcement email or combine the two templates into one long email. The goal here is to make it crystal-clear how your process is going to work.

PS. Schedulicity helps enforce your customizable policies by requiring clients to acknowledge any waiver before booking their appointment. We also have a few go-to examples of salon policies, from cancellations and no-shows to privacy and payment.

Subject line options:

  • New policies for a “new normal”
  • Update: new policies
  • My new policies
  • New social distancing policies

Email body:

Hey there! I’m shooting you this email because I’ve made some changes to my policies. These updates will help [your business name] better adapt to the new requirements for businesses. 

I know you’re right there with me when I say this: these are weird, hard, confusing times. I know we’re all juggling so many things — kids at home, remote work, unexpected job changes, grocery store lines [note: feel free to tweak this list however you see fit!]. And, on top of that, I’ve now got the process of reopening my doors after [weeks or months, depending on your city and personal situation] of not being able to book clients. None of it is easy, but we’ll figure it out! 

I’m excited to get back to work and to see each of my clients as soon as possible (after all this time between appointments, I know you’re ready for me!). I’m hoping these new policies will help us do that safely and easily. 

My cancellation policy: 

[Insert your cancellation policy here.] Of course, if you wake up feeling sick, don’t worry about your appointment! Email me, and I’ll take care of it. Keeping yourself (and us all!) healthy is the most important thing. 

No-show fees:

So many people are waiting to get in for overdue appointments right now, so it’s more important than ever that you come in when you’re scheduled and on time. Don’t worry, if you’ve opted into my automated reminders, you’ll get a text or email [x hours or days] ahead of your appointment. I’m sure you’ll be there and I can’t wait to catch up, but in the event that you can’t make it, let me know in advance. Otherwise, a no-show fee of [x] will apply. 

When to arrive: 

Because social distancing applies and my space is limited, I’ve carefully scheduled my days to space out my clients and make time for thorough cleaning and sanitizing. Please plan on arriving no more than [x minutes] early and no more than [x minutes] late to your appointment. This ensures that I don’t fall behind and that we maintain that six feet of space! 

Discounts and Pricing:

I am not offering discounts on my services. As we all get back to work, I’m going to continue to give you the best possible service, and I will be charging for my work just like I did before the shutdown. This is especially important for me after making do over these last months on a reduced income. That said, I know that some of you have also been facing employment issues, and I’m here for you always. Email me if you’re struggling financially, and we can work on a solution together!

[Continue to add any other policies you want to include in the same format as above] 

I hope this helps clear up any questions you have! Can’t wait to see you soon! 


[Your name]