Have you ever received an email or letter in the mail from a business you haven’t contacted in months? If so, you know just what a “We miss your business” letter looks like.
Returning clients who’ve been with a business for a long time are worth their weight in gold. They can come to represent the lifeblood of a successful business.
There are times when a successful business may discover that a regular client has not been using its services for an extended period. This is a clear indication that it’s time to reach and check in with the client; engaging with your customer base at multiple point throughout the customer journey is an important strategy to improve your customer experience, after all. There may be something about what you offer that no longer appeals to them. Maybe they weren’t treated very nicely on several occasions. Whatever the case may be, quick action is essential. The loss of one loyal customer can snowball into multiple ones in a hurry.
Taking the time to create a handwritten letter cannot be understated. Reaching out in such a way to a client demonstrates a professional and personal commitment to their needs. It’s a time-tested way to get those loyal customers back.
Take a few minutes to read over our helpful guide to creating a thoughtful “We want you back” letter. We’ve covered everything from when to send a letter to sample letters to helpful tips.
Losing customers is a natural part of doing business. However, with some effort, you may be able to win back former clients and generate repeat business. Writing a thoughtful strategic letter can help reconnect with customers who have drifted away over time.
Below are tips for crafting an engaging. productive letter to previous customers
Why Reconnect with Former Customers?
There are several compelling reasons to reach out to past clients
-
Cost-Effective – It’s much less expensive to bring back an old customer than attract a new one. You already have existing brand awareness and trust working in your favor.
-
Valuable Insights – Understanding why customers left can provide useful feedback to improve products/services going forward.
-
New Opportunities – Customers’ needs change over time. Reconnecting allows you to showcase new offerings that may interest them now.
-
Loyalty – Demonstrating you still care about former customers, even if they left, can build goodwill and brand loyalty.
In short, re-engaging past customers is an efficient way to generate repeat business if done properly.
How to Compose the Letter
When writing to previous clients, follow these guidelines:
1. Open With a Warm, Personal Greeting
Avoid a generic salutation like “Dear Customer.” Instead, use their name and a friendly tone:
- “Dear [First Name], It’s been too long since we’ve spoken!”
This personal touch helps rebuild the relationship.
2. Remind Them of Your Past Work Together
Jog their memory by mentioning specific projects, products or services you provided in the past:
- “I hope you remember the two website redesigns we did for your company back in 20XX and 20XX.”
Referencing your history together reestablishes familiarity.
3. Explain Why You’re Reaching Out
Tell them directly you want to reconnect. Be clear on your purpose:
- “I’m contacting you because I would love to have you as a customer again. I also want to learn how we can better serve your needs going forward.”
This open, transparent approach resonates.
4. Ask How You Can Improve
Solicit feedback about why they left or what you could do better. This provides valuable customer insights:
- “If you have a moment, I’d appreciate any feedback about your past experience working with us and how we can improve.”
This constructive criticism will help retain future clients.
5. Share Examples of Your Recent Work
Highlight new products, services or case studies you think would interest them. Tailor these as much as possible to their needs:
- “We recently launched a new [product] that helps [do something useful for their business]. I’d love to show you how it works.”
Pique their curiosity by showcasing relevant new offerings.
6. Offer a Special Promotion or Discount
Incentivize them to give you another try by providing an exclusive deal:
- “And for you, we’ll take 15% off your first 6 months if you decide to sign on with us again.”
Everyone likes saving money. Sweeten the proposition.
7. Close With a Call to Action
Wrap up by explicitly asking for their business again:
- “I’d love to set up a quick call to discuss how we can serve your needs going forward. Would you have time in the next couple weeks?”
This motivates them to engage further.
Sample Reconnect Letter
Here is an example letter applying the above principles:
Dear Valued Customer,
As you may remember, ABC Company handled all your IT needs for over three years. We set up your network infrastructure, provided ongoing tech support, and kept your systems up and running. I truly enjoyed working with your team and came to appreciate your business.
The reason I’m reaching out is because I would welcome the opportunity to serve your technology needs once again. I also want to learn any ways we can improve based on your past experience with us. We are constantly striving to enhance our offerings and would value your candid feedback.
We recently expanded into managed cloud services and cybersecurity, which I think could greatly benefit your operations. I’d love to set up a quick call to tell you more about these new offerings, explain the advantages for your business, and discuss any concerns you may have.
Sincerely,
[Your name]
[Company name]
Key Takeaways
The keys to reconnecting with former customers include:
- Crafting a warm, personalized greeting
- Reminding them of your previous work together
- Explaining your purpose clearly upfront
- Soliciting feedback on past experience
- Sharing relevant new offerings
- Providing special promotions or discounts
- Closing with a specific call-to-action
With the right approach, you can revive customer relationships and generate repeat business from your past client base. The most important element is conveying genuine interest in meeting their needs and rebuilding trust.
Re-engaging former customers through a thoughtful, strategic letter can be an effective way to increase long-term revenue. By writing to previous clients with care, listening to their concerns, showing them new value, and incentivizing their return, you can successfully turn old customers into new opportunities.
Tips for Creating a Compelling Letter
Writing a great “We want you back” letter is the first step in regaining client business. Consider including the following elements in your handwritten letter:
Handwritten notes go a long way in expressing your genuine concern for a client’s loyalty. Customers want to feel that they’re more than just a number in your account files. If not by first name (if possible), be sure to use the second person (‘you’) when addressing them. Reaching out to them on a personal level just as much as a professional level adds a touch of sincerity to your words. With Handwrytten’s unique integrations, you have the ability to upload your client contact information and create customized letters right in the software, just make sure that you send it at the right time to arrive when you want it to.
Put a shine on the personal touch by making the client an ‘offer they can’t refuse’, so to speak. In an effort to win them back, offer a discount on existing and new products or services and guarantee that you’ll beat any competitor’s pricing.
There are times when it may be necessary to compose a longer letter. Including details about what’s new with your business or how you’re more directly addressing customer needs is important if you hope to re-engage a client’s business. Keeping in mind a general sense of gratitude will make sure that you can write a genuine letter.
Don’t forget that the conclusion is often one of the most important parts of a letter. Writing a great closing for your card will ensure that you leave a good imprint on the potential customers mind, though keep in mind that a closing like “with love” is not optimal for business-related letters.
When to Send a “We Miss Your Business” Letter
Writing a “we miss your business letter” is clearly an extremely different situation than welcoming a new client to your brand. That being said, there are numerous reasons that a regular client may decide to discontinue using a company’s services or product. There are a few that stand apart from all others:
- They may have found a better price elsewhere.
- They are unhappy with the quality of the product or service.
- Your company may have done something to upset them.
- They simply no longer need your services.
No matter the case, it’s important to find out why and how you can fix the situation; this is a very important step in providing a good customer experience.
Knowing just the right time to reach out to an old client goes a long way in trying to bring them back. Some of the best times to reach out are:
- During a regular periodic review of client accounts
- A possible change in ownership
- No contact for an extended period/probe for a reason
- To offer an apology for a mistake
Knowing the reason why they left and the best time to stand out go a long way in re-engaging their interest.
A COMPLAINT LETTER
How do you write a letter to a former customer?
A letter to a former customer can vary, depending on the kind of organization you work for, your relationship with the customer and the product or service you want to encourage them to purchase again. Here are some basic steps you can take to write one: 1. Consider why the customer left
What happens after you send a letter to a former customer?
After you send your letter to the former customer, you can follow up to assess their response. You may wait to see if the customer responds first. The time you wait may depend on the pace of the company where you work and the method of communication you used.
How do you write a letter to a customer?
Using the information you collect, you can make a draft of your letter. Be sure to include your reason for writing, an appealing offer and an explanation and apology if the customer left because of dissatisfaction. It may help you to have an outline or list of items you want to include so you can make sure you include all relevant details.
How do I write a letter to a company?
You may use a different format for you letter, depending on the standard of the company where you work or how much you want to include. It may help you to start with a template that you can adapt for different scenarios. Here’s a basic template you can use to structure your letter: [Date] [Name of recipient]
