The client
A wellness group with three locations across Bangkok and Phuket, well-known among expats and high-end domestic clients. Roughly twelve thousand past clients sat in the booking system. The majority had not been in for over six months.
The problem
The spa was relying on word-of-mouth and walk-ins. The email program was a quarterly newsletter that nobody on the team really enjoyed writing. The dormant client list sat there untouched, despite a database that recorded which treatments each guest had booked, what they had spent, and how often they tended to return.
The approach
The build segmented the client list by treatment preference (massage, facial, signature programs), spend bracket, and visit cadence. For each segment, an LLM generated a careful, voice-matched reactivation message tied to a relevant offer (a check-in massage at half price for three-month-lapsed regulars, a signature treatment voucher for high-spend clients who had been missing for a year). Messages were drafted weekly, batched, reviewed by the marketing manager in twenty minutes, and shipped through HubSpot.
A second pass added a Line option for clients who had opted into the spa’s Line account. Different message, same logic.
The result
The first three months delivered roughly four million baht of revenue from clients who had not been back in over six months. The reactivation flow now runs on its own and contributes around 1.4 million baht of recurring monthly revenue, on top of regular bookings. The marketing manager spends about half a day a week on it instead of three days a quarter on the newsletter.
"The dormant client list felt like money sitting on the floor. Now it is the second-largest line item on the monthly revenue report. The reactivation flow ships every week without me touching it. I mostly just review what the AI drafted and nudge the tone."