Hand & Stone Massage:
Reunited Campaign

The Challenge

How do you grow when you’re already full?

A multi-unit Hand & Stone owner came to us with a good problem. His spas, located in affluent, established areas, were consistently operating near capacity. But with additional treatment rooms coming online, he needed a 25% bump in membership—without relying on the usual new-mover churn (which didn’t exist in these stable neighborhoods).

Digital ads and local SEO could only do so much. It was time to try something smarter.

The Kymera Strategy

Instead of chasing new leads, we invited old flames back. We helped develop the Reunited Campaign, a once-a-year, emotionally resonant direct mail strategy targeting former members. These weren’t disgruntled customers—they just drifted away. Many still loved the brand. They just needed a reason to return.

So, we gave them one.

Each mailer was designed to resemble an invoice from their previous spa. Inside? A clever, heartfelt “Dear John” letter that said:

“We miss you. We’re sorry if we did anything to drive you away. Let us make it up to you.”

The offer? A “tip-only” service to reignite the relationship.

The Expansion Plan

We didn’t stop there.

To keep the funnel full year-round, we added a “Welcome to the Neighborhood” campaign targeting new movers. Each month, beautifully designed mailers with special offers were sent to people 30–60 days after relocating—timed to arrive after the junk mail blitz had passed. Personalized envelope messages (“Welcome to Winter Park!”) increased open rates and helped the spa make a warm first impression.

The Results

Reunited Campaign

• $18,000 investment
• $300,000 in annual revenue from returning members

Welcome to the Neighborhood Campaign:

• $5,000 per spa annually
• 8% conversion rate
• $250,000+ annual revenue per location

This is what happens when you stop selling and start reconnecting.

Ready to Reconnect?

The Reunited Campaign is available once per year and can be deployed brand-wide. Whether you’re running at capacity or looking to fill slower seasons, this proven campaign is a powerful lever to boost retention, loyalty, and revenue.