Old clients often get pushed to the back burner. However, these clients hold a wealth of hidden opportunities.
The saying goes, "Out of sight, out of mind," so let's bring you back into their minds with the best templates for reconnecting with your old clients, covering different scenarios – from offering new services to keeping tabs and sending an email when the timing is right.
The Reconnection Strategy
Round up the Old Clients
Start by creating a list of all the clients you've worked with in the past. Take the time to go through your records and gather relevant contact information. This list will serve as your roadmap for reconnecting with each client individually.
You can also score them based on whether they’re currently a client or churned, how engaged they were with you, and similar behavioral data points. Don’t be afraid to tap into data enrichment tools to stay updated on where they are now and what challenges they may be facing in their current role or company.
Personalize Each Message
A handwritten card is a nice touch, but an email can also do the trick. The key is to make each message personalized and genuine. Begin by addressing the client by name and reminding them of the project you worked on together.
Highlight the positive experience you had collaborating with them, and follow by pitching from the right angle. As you’ll see in the rest of this article, there are plenty of angles you can work with, depending on your unique situation.
Finally, propose a time to catch up and discuss potential future opportunities.
1. The Easiest Scenario: Catching up
This is a great one for the beginning of the year, in the fall after the holiday season, and similar seasons where you have a reason to reach out with best wishes.
Email Template for Catching up with Old Clients
Subject: Happy New Year, [Client's Name]!
Hi [Client's Name],
I hope this email finds you well and that business is off to a strong start in 202x! I wanted to wish you a happy New Year and express my gratitude for the opportunity to work with [Business Name] in the past.
I thoroughly enjoyed collaborating on [Project] and [Outcomes] we achieved together. [Recount an anecdote or a highlight].
I'd love to set up a time to catch up in January and explore potential ways I can continue supporting [Business]. Would [Date] work for you?
I'm excited to hear about the latest developments and discuss any new projects or opportunities on the horizon.
Looking forward to reconnecting,
[Your Name]
2. Offer New Services
While reaching out to reconnect is a great start, it's even better if you have something valuable to offer. Consider what additional services or expertise you can provide to your old clients. Maybe your product has new features, or you've acquired new skills or knowledge since you last worked together.
Email Template
Subject: Sharing My Latest Expertise with You, [Client's Name]!
Hi [Client's Name],
I hope this email finds you in high spirits! I wanted to reach out and share some exciting news with you.
Since we last collaborated on [Project], I've expanded my skill set and expertise in [Area]. I've recently worked with several clients, helping them achieve [Result Specifics] results in this field.
I thought of you and how [Business Name] could benefit from leveraging these new capabilities.
I'd love to set up a time to discuss how we can apply these insights to your business and explore potential collaborations.
Let me know if [Date] works for you!
Wishing you continued success,
[Your Name]
3. Offer Solutions for New Challenges
Keep tabs on your old (and current) clients, so you can preemptively reach out before they’ve even realized you can help with a current challenge. Not only does this increase their LTV and your revenue, but it also helps build a strong connection where they view you as a true advisor – not just a vendor.
For example, suppose you’re in the IT industry, and you've previously collaborated with a technology company to optimize their software stack. Now, you can reconnect and offer to help them with the new product launch that’s in the works.
Email Template
Subject: Solutions to Get Rid of Headaches with [Current Challenge]
Dear [Client's Name],
I hope this email finds you well. It's been some time since we last collaborated on [mention the project], and I wanted to reconnect to see how you and [Client's Business Name] are doing.
I noticed [Client's Business Name] is gearing up for the launch of [new product/service initiative], and I wanted to extend my support. Drawing from our past collaboration, I believe my problem-solving expertise can assist you in overcoming any obstacles and ensuring a successful launch.
I'd be thrilled to schedule a call to discuss your specific challenges and explore how we can work together to drive further success for [Client's Business Name]. Please let me know a date and time that works best for you.
Looking forward to reconnecting and collaborating once again.
Best regards,
[Your Name]
4. Reconnect with Old Clients by Picking up New Skills
If your offer doesn’t feature any new aspects, you can always reconnect with old clients because you personally acquired new skills and knowledge.
For example, suppose you’ve expanded your expertise to include data analysis and market research since your last interaction with a fashion retailer. In your email, you can share how these new skills can help them identify emerging trends and customer preferences.
Email Template for Reconnecting with Old Clients
Subject: Unveiling New Skills and Expertise for [Client's Name]
Hi [Client's Name],
I hope you’re well! It's been a while since we collaborated on [Project], and I wanted to update you on my latest endeavors.
During our previous partnership, we focused on [Project Goals and Outcomes]. Since then, I've been continuously honing my skills and knowledge in data analysis and market research. These new abilities have allowed me to assist numerous clients with remarkable outcomes, and I believe they can be of great value to [Client's Business Name].
I'd be thrilled to schedule a meeting and discuss how we can leverage this expertise to take your business to the next level.
Looking forward to catching up!
Best regards,
[Your Name]
5. Acknowledge Your Old Clients’ Achievements
Celebrating your old clients’ successes goes a long way toward showing that you care. Despite using cold outreach tools and personalizing at scale, we’re still people selling to people, and there’s nothing like shared joy to strengthen the emotional bond.
For example, you may have worked with a startup previously. Now, you (or your data enrichment tool) told you they’ve won a major industry award or acquired a new round of funding.
Email Template
Hi [Client's Name],
Congratulations on [Achievement]! It’s so inspiring to witness your continuous growth and success, and I know how important it is for you to be highlighted as one of the best companies in [Industry].
During our collaboration on [Project], your dedication and vision left a lasting impression. I'd love to catch up and hear more about your recent journey.
Let's schedule a call or meet up for coffee to celebrate your successes and see if there’s any way I can help support you on your path.
Looking forward to reconnecting!
Warm regards,
[Your Name]
6. Put Your Detective Hat on Problem-Unaware Old Clients
We’ve all been there: you’re working with a client on one thing, but you’re noticing a glaring gap in their processes. For example, you’re working with a health industry client, and they’re not currently using telemedicine.
Maybe you don’t comment on it right away. Maybe you don’t want to be pushy. Whatever the case, now’s the time to boost the LTV, so what do you do?
You reach back out, offering additional suggestions and help!
Email Template
Subject: Filling the Gaps in [Gap Area]
Hi [Client's Name],
I recently reflected on our collaboration on [Project], and one thing stood out to me:
[Describe the gap]
Since we last worked together, I've witnessed remarkable advancements in [Area], and it occurred to me that [Business Name] could achieve fantastic [Outcomes] in [Outcome Area] by incorporating such solutions.
I'd hear your thoughts on this gap and see if there’s a potential for me to help you.
I look forward to hearing your thoughts.
Best regards,
[Your Name]
7. Make the Right Introductions Between Your (Old) Clients
Both you and I (and Paul Graham) know that sometimes – you have to do things that don’t scale. This is especially true if you’re dealing with a big client. Maybe you’ve exhausted your offers, and nothing fits quite right, but they’re a big account, and you want to stay on their good side.
Fortunately, you have plenty of ways to help them and stay in their good graces. Make valuable introductions for your old clients within your network!
For example, suppose you’ve worked with a nonprofit in the past. Now, you introduce them to potential sponsors and supporters within your network, nurturing their growth and expanding their reach (knowing that you’ll be on the top of their vendor list once they secure funding).
Email Template
Subject: Introductions in [Industry/Area] Inside!
Dear [Client's Name],
I trust this email finds you well. As I reflect on our past collaborations, I wanted to take this opportunity to reconnect and offer something of value.
During our time working together on [Project], I was impressed by your organization's dedication to making a positive impact. With that in mind, I'd like to introduce you to a few contacts within my network who share a similar passion for [Cause or Industry Focus].
These individuals and organizations have expressed an interest in supporting initiatives like yours. I believe the potential connections could open up new avenues for collaboration, partnerships, and growth.
If you're interested, I'd be more than happy to facilitate these introductions. Let me know your thoughts, and we can arrange a call to discuss further.
Looking forward to unlocking new possibilities together.
Best regards,
[Your Name]
8. Provide Useful Resources to Reconnect with Your Old Clients
Send helpful resources, such as articles, case studies, or tools relevant to your old clients' industry or current endeavors, so you prove your expertise (and thoughtfulness).
This is one of my favorite follow-up strategies, but it works like a charm for reconnecting with old clients, too.
For example, suppose you’ve worked with a sales tech company. While talking to their representatives, they briefly mentioned how hard it’s been for them to organize productive in-house training sessions. You can send them a list of vetted providers or articles explaining how to create a training strategy.
Email Template for Reconnecting with Old Clients through Useful Resources
Hi [Client's Name],
I recently remembered our conversation about [Focus Area] during [Project], and I wanted to offer something that I believe could be valuable for [Client's Business Name].
During my recent research in [industry or subject], I came across [Materials - e.g., insightful articles, case studies, or tools] that have helped many organizations like yours achieve great results.
Attached to this email, you'll find [Materials] that align with your goals. I hope you find them as helpful as I did!
If you have any questions or need further assistance, feel free to reach out. I'd be delighted to discuss these resources in more detail during a call.
Looking forward to reconnecting and supporting your continued success.
Warm regards,
[Your Name]
9. Treat Them to a Lunch or Virtual Coffee
Bonus points if both of you work remotely full-time. We all know how isolating that can be! So if you’re in the same area, why not reach out to an old client that left a lasting impression, and catch up over lunch, coffee, or – if you’re too far away – virtual coffee?
Template for Inviting Your Previous Clients to Coffee or Lunch
Subject: A Casual Get-Together: Coffee or Lunch on Me
Dear [Client's Name],
I hope you’re well! It's been some time since we last caught up after our collaboration on [Project], and I wanted to remedy that.
As someone I deeply value both professionally and personally, I'd like to invite you to a casual coffee or lunch meeting. It would be a wonderful opportunity to catch up, discuss your recent ventures, and share updates about [Client's Business Name].
Let me know if you're available, and we can find a suitable time and place for our get-together. I'm eager to hear about your journey since we last worked together and explore how we can continue supporting each other's endeavors.
Looking forward to reconnecting and enjoying some quality time together.
Best regards,
[Your Name]
10. Ask the Right Question at the Right Time
When collaborating with a client or trying to close the deal, the conversations won’t always be as deep as you’d like them to be. It’s just facts – we have to stay focused on the deal at hand. However, that doesn’t mean you can’t expand on it later with a few thought-provoking questions that will make your old client realize how invested in their business you are.
For example, imagine you previously collaborated with an eCommerce startup. Now, you send them an email with open-ended questions about their growth in the digital market, giving them an opportunity to share their long-term plans.
Email Template
Subject: Preparing for the Long Game
Hi [Client's Name],
I hope this email finds you well. As I reflect on our collaboration on [Project], I'm eager to understand your vision for the future of [Business Name] and any challenges you may be facing.
With that in mind, I'd like to pose a few open-ended questions:
- What are your key growth objectives for [Business Name] in the coming year?
- Have there been any new market trends or customer preferences that have influenced your strategies?
I value your insights, and I believe this exchange will help us identify the right opportunities to best support your growth. Please feel free to candidly share your thoughts, and I'd be more than happy to arrange a call to discuss further.
I’m looking forward to reconnecting and learning from you!
Warm regards,
[Your Name]
Going Beyond Email to Reconnect with Old Clients
While email is a powerful tool for reconnecting with old clients, don't limit yourself to just one channel. If you have the possibility, mix and match it with other methods that will make you stand out from the crowd, including:
- Snail Mail Surprises: In a world of digital communication, receiving a physical card or thoughtful gift in the mail can make a big impact.
- Social Media Engagement: Stay connected. Follow your old clients on platforms like LinkedIn or Twitter and engage with their content to keep yourself on their radar.
- Attend Industry Events: Events are a great way to reconnect with old clients in person and network with new ones. Keep an eye out for conferences, trade shows, or seminars where you're likely to run into familiar faces.
Wrapping Up
Keep your leads close, but keep your old clients closer. In addition to shortening your sales cycle and extracting more value out of customers who already know (and trust you), reconnecting with old clients opens up a world of new opportunities.
Remember, it's not just about the transaction; it's about emotion and building lasting relationships. So go ahead – dive into the art of reconnecting, and watch your book of business flourish!
And if you need help tracking down your old clients’ new email addresses, try Findymail for free. You’ll get accurate email addresses for all your leads, so you never worry about deliverability – just an enticing enough offer!
