reconnecting with old clients email

Reconnecting with Old Clients through Email A Complete Guide

Email can be an incredibly effective way to reconnect with old clients and revive dormant relationships. As a business owner, I know how valuable it is to re-engage past customers. An email is often the first step in opening up new opportunities for repeat business and referrals.

In this comprehensive guide, I’ll share my proven tips and email templates for successfully reconnecting with previous clients.

Why Reconnect with Old Clients?

There are several compelling reasons to put effort into reconnecting with old clients

• It’s easier to do business with previous customers. There’s already a level of trust and familiarity established.

• Past clients are more likely to purchase from you again. Their prior experience makes them much more receptive to your outreach.

• Positive word-of-mouth comes more naturally from existing relationships. Satisfied clients can become powerful referral sources.

• It takes less effort to make a sale to an old client versus a new prospect. The foundation is already laid for the relationship.

• Previous customers offer valuable feedback to improve your business. Their insights can strengthen future interactions.

In short, re-engaging past clients is one of the most effective ways to grow your business. The ROI on marketing to this audience is exponentially higher than chasing new leads.

When Is the Right Time to Reconnect?

Timing is an important factor when reaching out to dormant clients. You want to be strategic about when you attempt to revive the relationship.

Some optimal times to reconnect include:

• When you launch a new product or service. Provide past customers early access or special deals.

• Around the anniversary date of when they first purchased from you. Strike a nostalgic chord.

• When they experience a life event like a new job, promotion, or moving. Offer relevant solutions.

• After a period of no contact, like 6-12 months. Check in and re-establish the relationship.

• When you notice a change in their social media that’s pertinent to your business. Capitalize on real-time insights.

The key is to identify opportunities where your reconnection can provide specific value to the old client. Time your outreach strategically for maximum impact.

Crafting Your Reconnect Emails

The reconnect emails themselves deserve careful attention. Follow these best practices when crafting your messages:

Personalize the Email

• Address them by name in the subject line and body.

• Reference previous conversations or interactions you’ve had.

• Mention specifics about past purchases or projects you’ve collaborated on.

• Use a sincere, human tone as if writing to a friend.

Provide Value

• Offer exclusive discounts, special access, or gift incentives specifically for them.

• Share unique industry insights, new product launches, or company news.

• Provide useful educational materials, tips, or other resources.

• Seek their input or feedback on current initiatives.

Include a Clear CTA

• Direct them where to learn more, purchase, or schedule a call.

• Use action-oriented phrases like “click here” “sign up now” or “call today.”

• Employ urgency with time-sensitive offers or limited availability.

• Tell them exactly what you want them to do next.

With these elements in place, your message will resonate and prompt re-engagement. Avoid sounding desperate or pushy, but rather reestablish the connection with value.

Follow-Up Cadence

Often, it takes multiple touchpoints to re-engage a past client, not just a single email. Employ the following cadence for effective follow-up:

Email #1: Initial sincere personal outreach. Reintroduce yourself and offer value.

Email #2: Add more specifics about value. Incentivize taking action with an exclusive deal.

Email #3: Directly ask for a response and include a deadline for the incentive.

Phone Call: If still no response, make a personalized phone call to reconnect.

It typically takes at least 3 or more relevant communications before an old client will respond. Be persistent yet not overly aggressive with your cadence.

5 Email Templates for Reconnecting

Now let’s look at some email template examples that employ the strategies outlined above. You can adapt these based on your specific business and relationship history.

Template 1 – The Quick Catch Up

Subject: Hey [Name], let’s catch up!

Hi [Name],

It’s [your name] from [Company]. I hope you’ve been well! I wanted to reach out because I realized it’s been over a year since we last spoke.

I truly enjoyed working with you on [past project] back in [year] and helping you achieve [results for them]. Since then, our company has launched a new [product/service] that I think could be a great fit for [client’s needs].

I’d love to schedule a quick call to catch up, demo this new offering, and see how we might be able to work together again. Are you available for a 20 minute intro call next Tuesday or Wednesday?

Looking forward to reconnecting!
Best,
[Your name]

Template 2 – The Deal Exclusive

Subject: We miss you! Here’s an exclusive 20% discount

Hi [Name],

We wanted to let you know that we really appreciate you being a past [Company] customer. I hope our [product/service] has continued to meet your needs since we last spoke.

As a gesture of thanks for your business, we’d like to offer you an exclusive 20% discount on your next purchase with us. We value our returning customers and aim to provide added value.

Simply use code THANKYOU20 at checkout on our website before the end of the month to redeem this one-time offer.

Appreciatively,
[Your name]

Template 3 – The Industry Update

Subject: Valuable industry updates for you!

Hi [Name],

We recently launched a brand new [product/feature] that is getting rave reviews from our clients. It helps solve [relevant problem] in a more efficient way. I thought of you immediately because I remember you dealing with this issue back when we last spoke.

As an appreciated [Company] customer, I’d like to offer you early access to demo the new [product] before we officially roll it out next month. Are you available for a quick call sometime in the next week?

Best,
[Your name]

Template 4 – The Client Feedback Request

Subject: Seeking Your Valuable Feedback

Hi [Name],

I hope you’re doing well! This is [Your name] from [Company] touching base. I realized it’s been awhile since we last connected.

Here at [Company] we are gearing up to launch a huge rebranding initiative later this year. As a past customer, I know your feedback would be incredibly helpful in shaping the future direction of our products and services.

Would you have 15-20 minutes for a quick call sometime over the next week? I’d love to pick your brain on ways we can better serve clients like you moving forward.

Thank you,
[Your name]

Template 5 – The Nostalgic Touch Point

Subject: Remember when we [worked on X project]? 🙂

Hi [Name]!

It’s [Your name] from [Company]. I was thinking fondly about our work together on [specific past project] and wanted to reach out. That was such a fun collaboration! I’ll never forget when [insert nostalgic memory here].

Since then, our company has expanded into [new products/services relevant to them] – I think you’d be really excited to see how much we’ve grown.

Would you have time for a quick video call next week to catch up? I’d love to fill you in on all the new offerings and brainstorm ways we could potentially partner together again.

Sincerely,
[Your name]

Follow Up Is Critical

While the email templates provide a solid starting point, follow-through is critical. If an old client doesn’t respond to your initial outreach, gently continue following up.

Send a secondary email re-emphasizing the value you can provide. Try changing the subject line to pique fresh interest.

You can also leverage other channels like social media messaging or a personal phone call. Don’t be afraid to try different approaches if needed.