How to write an email to reconnect with client? (With examples & samples)

Introduction: Why reconnecting with clients is essential

In today’s business world we are busier than ever and client relationships are more important than ever. As industries change client needs and expectations change. A once thriving business relationship can fade into the background when both parties are focused on new priorities. But reconnecting with old clients is an opportunity to rekindle those relationships and tap into new business.

Old clients know your services, have experienced your work first hand and in many cases already trust your brand. They are a goldmine for additional revenue or collaboration opportunities. A simple email to reconnect with them can open doors to new partnerships, referrals and long term loyalty.

In this article we will show you how to write emails to re-engage with past clients. Whether you want to remind them of a past project, offer new services or just check in we’ve got you covered. We’ll also give you follow up emails and reconnection templates to help you succeed.

By the end of this you’ll have the knowledge, strategies and email templates to reconnect with your past clients, build those relationships and keep the success going. Let’s get started!

Why reconnecting with old clients is important

Reconnecting with old clients isn’t just a nice to do – it’s a smart move with big rewards. Many businesses focus on getting new clients and often overlook the value in re-engaging with those they’ve already worked with. Those previous clients already know your services and have experienced your business firsthand. That familiarity is the foundation for a quicker and smoother path to rekindling a working relationship.

Long term value

Old clients have long term value because:

• They already trust your brand: One of the biggest barriers in any business relationship is trust. With former clients that trust has already been built. You don’t have to spend as much time convincing them of your credentials.
• They know your process: Because they’ve worked with you before they know how your business works. That reduces the friction that can occur when onboarding new clients.
• More sales opportunities: Selling to a past client is often easier than winning new business. They know your value and with the right reconnect email you can offer them solutions they didn’t know they needed.

Using familiarity to drive new business

One of the biggest benefits of reconnecting with old clients is the familiarity they have with your business. Whether your previous project was about a product, consulting or a service, they already know your work. That familiarity makes it easier to talk about new services or upgrades that align with their changing needs.

Think about it: the cost of getting new clients is higher than re-engaging existing ones. By rekindling old relationships you reduce marketing costs and increase the chances of getting more business.

Reconnection is a win-win

Reconnecting with clients is a win-win. You get to see how their needs may have changed and they get a new perspective on your services. By reaching out proactively you can:

• Offer new services: If you’ve added new expertise or services reconnecting is a great way to let old clients know.
• Showcase improvements: Share updates about any improvements in your services or process that are relevant to their business.
• Build on past success: Reiterate the good work from the previous project and how to build on that.

For example if you worked with a client on a software implementation project a year ago you could reach out and introduce new features or solutions that can enhance their current system. By positioning yourself as a resource that continues to deliver value you not only increase the chance of repeat business but also the relationship.

Reconnect scenarios

There are several reasons to reconnect with an old client:

• New service launch: If you’ve added new services since the last time you worked with a client, reach out and let them know how those services can benefit their business.
• Dormant relationships: When a client hasn’t used your services for a long time send a reconnect email to re-ignite their interest.
• Seasonal or recurring work: If your business is seasonal (e.g. landscaping, maintenance) reconnect before peak season to get work in advance.

Now that you know the long term value of reconnecting with past clients you can write targeted and relevant emails to tap into that. Next up we’ll get into why clients drift away and how to reconnect.

The psychology of re-engagement: why clients stop responding

Before you send a reconnection email, you need to know why clients stopped engaging in the first place. By understanding their behavior, you can tailor your message to their current needs or concerns and get a better response.

Why clients drift away

Understanding the underlying psychology behind client disengagement can improve your re-engagement efforts. According to Harvard Business Review, businesses can re-establish trust and interest by identifying shifts in client needs and addressing them proactively.

There are several reasons why a client might not be responding or seem to have lost interest in your services:

• Shifting Priorities: Clients’ priorities change over time. What was a priority project for them may have been put on the backburner as they focus on new challenges or goals.
• Budget Constraints: Economic changes or internal budget cuts may have meant clients can no longer work with your business. This is especially common in industries where cost-cutting measures are made during tough times.
• Loss of Contact: Turnover within a client’s business can mean you lose contact with your main point of contact. If the person who hired you originally has moved on, new people may not know about the relationship.
• Overwhelming Communication: Clients are bombarded with emails, calls and other forms of communication every day. Your previous email or outreach may have just got lost in the noise.
• Perceived Lack of Need: Clients may think they no longer need your services because they’ve solved their original problem or found another solution.

Knowing these reasons helps you craft a reconnection email that addresses their concerns and positions you as a resource for their current needs.

Addressing client pain points in your reconnection email

A good reconnection email isn’t just saying hello after a long time of silence—it’s addressing the reason for that silence. By feeling their pain, you can craft a more relevant and thoughtful message that will resonate.

For example, if budget constraints were the reason for the silence, offering flexible pricing or promoting a more budget-friendly service shows you understand their situation and are willing to work within their current constraints.

And if turnover has occurred and your contact person has left, your email should reintroduce yourself and how your services fit the company’s goals. This is a great time to remind them of past successes and position your business as a long-term partner.

How to show empathy in your emails

When writing a reconnection email, empathy is key. Show you understand their business challenges and priorities and offer solutions that fit their situation. Here are some ways to do that:

• Acknowledge the gap: Start by acknowledging that some time has passed since you last spoke. This shows you are aware of the silence and are making an effort to fill it.
• Example: “I know it’s been a while since we last spoke, but I’ve been thinking about our previous work and how we can help your team again.”
• Help not hype: Instead of a hard sell, frame your email as a check in to see how you can help with their current needs.
• Example: “I wanted to touch base and see if you’re facing any challenges we can help with.”
• Value: Highlight the value you can bring to their business now, through new services, industry insights or cost savings.
• Example: “Since we last worked together we’ve added new services that can help with [specific business process] and save you money.”

By feeling their pain you show you care about their needs and position yourself as a partner who’s invested in their success.

Timing and relevance: Two important factors

The timing of your reconnection email is everything. Reaching out at the wrong time can come across as insensitive or out of touch. Consider these when deciding when to reconnect:

• Business Cycles: Knowing the client’s business cycle can help you time your email for when they need you most. For example if you offer seasonal services reconnecting just before the season starts is perfect.
• Industry changes: If there have been big changes in the client’s industry (e.g. regulatory updates or new trends) use this as an opportunity to share your expertise and offer solutions.
• Example: “I saw the recent industry changes and thought we should chat about how we can help you through this.”

By timing and messaging right you can show you’re paying attention to their world and ready to help them through the new challenges.

Value in every reconnection

Your reconnection email must deliver value to the client. Whether you’re offering a new service, sharing industry insights or simply helping with a current challenge make sure there is something in it for them to respond to. The days of generic, impersonal emails are over – clients expect communication that feels personalized to their situation.

When writing your reconnection email consider:

• Exclusive discounts or offers: If the client has been cash strapped, a discount on your services might be the trigger they need to get back in touch.
• Industry insights or data: Share a valuable resource, an industry report or case study and you’ll be seen as a thought leader and stay top of mind.
• Personalized recommendations: If you’ve been following their journey mention specific challenges they’re facing and how you can help solve them.

By feeling their pain, using empathetic messaging and delivering real value your reconnection email will stand out and get a positive response.

How to craft the perfect reconnect email

Writing the perfect reconnection business email is an art of balancing professionalism, personalization and clarity. You want to remind the client of the value of your relationship and position yourself as the solution to their current needs. A generic, cookie-cutter email won’t cut it – your message needs to be tailored to the client and their business. Here’s how to do it.

Personalization is everything

Personalization goes beyond using the client’s name. You need to remind them of the specific value you brought to the table in your previous relationship. Mention past projects, shared successes or any unique aspects of your work together. This will immediately let them know you’re not sending a mass email but actually invested in rekindling the relationship.

• Reference Previous Work: One of the best ways to grab the client’s attention is to reference the projects or milestones you achieved together.
• Example: "Hi [Client’s Name], I’ve been thinking about the great outcomes we got from the [specific project] last year. Your input was instrumental to its success and I think we could do the same on future projects.
• Mention Specifics: By mentioning specific details – whether about their business, a project or even a meeting – you’re showing you remember and value the relationship.
• Example: "I recall we talked about scaling [specific area of their business] last summer. Let’s pick up that conversation and see how we can help.

Reconnect email subject line

The subject line is your first chance to grab the client’s attention and get them to open your email. A good subject line should pique curiosity, create relevance or offer value. Especially when reconnecting with clients who haven’t heard from you in a while.

• Curiosity-driven subject lines: Use a question or a reference to your previous work together to pique their curiosity.
• Example: "Remember we streamlined your workflow? Let’s do that again."
• Value-driven subject lines: Offer something tangible like an exclusive offer or industry insight.
• Example: "Get a special offer just for you – Let’s reconnect!"
• Reconnection and nostalgia: Tap into the positive memories of your work together which will give them a sense of familiarity and trust.
• Example: "Thinking about our last project – Ready for the next big thing?"

Remember, a good subject line gets your email noticed and opened in a busy inbox.

Reconnect email structure

To make your message clear and concise follow this structure when writing a reconnect email:

Greeting and personalization

Start with a friendly greeting and personalize it with the client’s name. Mention your previous work together briefly to set the context. This will let them know this is not a cold email but a real attempt to reconnect.

• Example: "Hi [Client’s Name], hope you’re doing well. I’ve been thinking about the great outcomes we got from the [specific project] and I wanted to get in touch.

Restate the relationship

Mention the last time you worked together or a key highlight. Keep it brief but specific enough to trigger their memory.

• Example: "We did [project name] and it was a big win and really showed the alignment between our teams. The efficiency we created had such a big impact on [specific business outcome]."

Offer

Your email should provide value. Whether it’s a new service, a special offer or just an industry insight, this part of your email will show them why reconnecting with you will benefit them.

• Example: "Since we last worked together we’ve added several new features that could help with your current projects. Let’s talk about how we can roll these into your current set up to get even better results.

CTA

Be specific with your ask. Do you want them to schedule a call, respond with feedback or book a meeting? A clear CTA removes uncertainty for the client.

• Example: "If you’re game I’d love to schedule a quick call next week to chat and explore some new opportunities to work together. How about [specific date and time]?

Closing and signoff

Finish the email on a positive and professional note, be flexible and reiterate your desire to reconnect. Make your contact details easy to find for follow up.

• Example: "Looking forward to speaking and exploring what we can do together in the future. Call me [phone number] if you have any questions before then.

Example: The reconnect email template

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With personalization, a good subject line and a clear message you’ve got a reconnect email that gets noticed. Next up we’ll look at some extras to help you get even better results.

Essential tips for writing reconnection emails

Now that you know the structure of a perfect reconnection email, let’s get to the good stuff. A good email is more than just a template – it’s about timing, tone and understanding your client’s unique needs. These tips will help you get the most out of your email and get a response.

Timing is everything

When you send a reconnection email can be just as important as what you say. Timing your message to coincide with the client’s current needs or business cycles can increase the chances of a response. Send when the client is open to new business or needs your services.

• Business Cycles: If your client is in a seasonal industry, reconnecting just before their busiest period or after a major project could be perfect. For example, if your client is in retail, reaching out before the holiday season might get more engagement.
• Industry Changes: Keep an eye on industry news or changes. When something big happens (new regulations, trends etc) use this as an opportunity to offer your expertise or services. This shows you’re paying attention to their world and can solve their problems.
• Be Proactive: If it’s been a long time since you last interacted, don’t wait for the perfect moment. Sometimes re-engaging sooner rather than later can re-ignite a dormant relationship.

Pro Tip: Send your email midweek, Tuesday or Wednesday, when people are less busy in their inbox. Avoid Mondays when everyone is catching up and Fridays when people are winding down for the weekend.

Keep it short and sweet

In today’s world, your client doesn’t have time to read long emails. When reconnecting, brevity is key. Keep your message short and to the point while still personal. Focus on what matters most – the relationship, the value you can bring and the next steps.

• Don’t be too Long Winded: Two to three short paragraphs is the max. If your message is too long, the client might not make it to the end. Stick to what’s relevant and save the details for a follow up conversation.
• Be Clear with Your Intent: Let the client know why you’re reaching out. Whether it’s to offer a new service or to catch up on past projects, be upfront.

Example: “Hi [Client’s Name], hope you’re doing well. I wanted to reconnect and see how things have been since our last project together. I’d love to catch up and share some cool new stuff I think would be good for [Client’s Business].”

Don’t be pushy

While you want to re-ignite the relationship, you must maintain a respectful and professional tone. Being too aggressive or salesy can turn clients off. Instead focus on building a relationship based on mutual respect and value.

• Give them Space: Don’t ask the client to respond right away or commit to something. Offer flexibility with your schedule and let them decide when they’re ready to reconnect.
• Relationship First, Sales Second: Instead of jumping into a sales pitch, take the time to ask about their business and how they’ve been since you last interacted. This shows you’re interested in their success, not just the transaction.

Pro Tip: Use phrases like, “I’d love to reconnect and see how we can help with what you’re working on” instead of “I have a new service to offer you.”

Be empathetic and authentic

Empathy and authenticity are key to any reconnection email. By putting yourself in the client’s shoes and thinking about their challenges or needs you make the message more human and relatable. Clients will respond more positively if they feel you actually care about their business.

• Acknowledge the Time Gap: If it’s been a while since you last interacted, acknowledge it in a positive way. This will soften the approach and stop the client feeling like the email came out of the blue.
• Show you Care About Their Progress: Ask how they’ve been since you last spoke. This personalizes the email and reminds them you’re interested in their success.

Example: “I know it’s been a while since we last connected, but I’ve been keeping an eye on what you’ve been up to and noticed some great stuff with [specific project or industry]. How have you been and let’s catch up.”

Offer value, not just a hello

Clients will re-engage more when they see a benefit in doing so. Offering value—whether it’s new services, insights or a special offer—makes the email more appealing. Instead of saying “Let’s reconnect” give them a reason to respond.

• Introduce New Services or Features: If you’ve added new services or functionality since you last interacted, mention them and explain how these can help the client.
• Share Industry Insights or Resources: Useful information like industry trends, case studies or resources can add value to the email even if the client isn’t ready to re-engage yet.

Example: “I’d love to reconnect and share some of the new services we’ve developed since we last worked together. I think these would be really valuable to [Client’s Business] as you continue to scale.”

Follow up

If you don’t get a response to your initial email, you must follow up—nicely. Emails get lost in inboxes or the timing isn’t right. A well timed follow up will increase your chances of getting a response.

• Wait a Few Days to a Week: Give the client time to read and respond to your first email before you follow up. A week is a good timeframe.

Follow Up Example: “Hi [Client’s Name], just wanted to follow up on my previous email to see if you had a chance to look at it. I’d love to reconnect and see how we can continue to work together to help you with [specific business goal]. Let me know when you’re free to chat.”

Now you have these tips to create reconnection emails that are timely, thoughtful and relevant. Next up we’ll look at follow up email strategies and templates.

This section covers the basics to make your reconnection emails better, timing, tone and personalization. Go on?

Follow-up emails: Strategies and samples

Even with the best reconnection email, you won’t get a response right away. That’s where follow up emails come in. Following up is part of re-engaging with clients who might have missed or ignored your initial message. With the right approach, follow up emails can keep the momentum going and increase your chances of re-igniting the relationship.

Why follow up emails matter

Effective follow-up emails are concise and client-focused, increasing your chances of response. For more strategies, Forbes shares Six Tips For Crafting An Effective Follow-Up Message, offering practical tips for creating emails that leave an impact.

Follow up emails are important for:

• Reminder: Clients are busy and your email might get lost in their inbox. A follow up is a gentle nudge to remind them to look at your email again.
• Shows You Care: Sending a follow up means you’re serious about working with them again and that you value their business enough to check back in.
• Boosts Response Rate: Research shows follow up emails can increase response rates big time, especially when sent at the right time.

When to send your follow up emails

Timing is everything with follow up emails. You want to give the client enough time to respond but not so much time they forget about you altogether. Here are some rules to follow:

• First Follow Up: Send the first follow up 3-5 days after your initial reconnection email. This gives the client time to look at your email without feeling rushed.
• Second Follow Up: If there’s no response after a week, send a second follow up, this time with something new: updated insights, a case study or an exclusive offer.
• Final Follow Up: After the second follow up, if there’s still no response, wait two weeks and then send a final follow up. This should be a gentle reminder you’re available when they’re ready to re-engage.

How to write a follow up email

When writing a follow up email, remember it should be polite, brief and to the point. You want to remind the client to respond without being pushy. Here’s how to structure your follow up:

Polite Greeting: Start with a friendly greeting to keep the tone positive.

• Example: "Hi [Client’s Name], hope you’re doing well."

Reference the Previous Email: Mention your previous email and why you’re following up.

• Example: "I wanted to follow up on the email I sent last week about [the project we discussed/our previous collaboration].

Offer Value or Restate Your Intentions: Reiterate why you’re reaching out and how reconnecting would benefit them. If you can, add more value or insights.

• Example: "I think our new services could help [their business] and I’d love to chat about how we can work together again.

Clear Call to Action: As always, end with a call to action to tell the client what to do next.

• Example: "Let me know if you’re free for a quick call next week to talk about this.

Gracious Close: Thank the client for their time and leave the door open for future follow up.

• Example: "Thanks and talk to you soon.

Follow up email templates

Sample 1: First Follow Up (Polite Reminder)

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Sample 2: Second Follow Up (Offering Value)

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Sample 3: Final Follow Up (Polite Reminder)

When to move on

If you’ve followed up three times with no response it’s probably time to move on. While persistence is important, over doing it can poison the well. Leave the door open for future follow up by offering to stay in touch when they’re ready. You can always come back to the relationship later when the timing is better.

Follow up with clients is part of keeping and rekindling your business relationships. A good follow up can lead to more engagement and more business. Now let’s look at win back emails to re-engage the most distant of clients.

Win-back customer email template

When a client hasn’t engaged with your business for a long time, a standard reconnection or follow up email won’t cut it. In those cases you may need to write a win back email to re-engage them. A win back email is to re establish the relationship and show them the value of coming back to work with you.

Clients may have moved to other providers, their needs may have changed or they may have simply forgotten about you. A good win back email will remind them why they worked with you in the first place and entice them to come back.

What is a win back email?

A win back email is a targeted email to clients who have been inactive for a long time. This type of email usually includes a personalized offer or incentive to get them interested in your services again. Win back emails work well when:

• They have been dormant for 6 months or more.
• They haven’t responded to previous follow up emails.
• You have new services, products or offers that benefit them directly.

The goal of a win back email is to re-ignite their interest by giving them a reason to come back, whether through special deals, exclusive offers or valuable new insights.

Writing a win back email

To write a win back email consider the following:

Personalized subject line

Your subject line should grab attention and create a sense of urgency. Personalization helps you stand out. Here are some examples:

• "We Miss Working with You, [Client’s Name]!"
• "Special Offer Just for You – Let’s Reconnect!"
• "It’s Been a While – Let’s Catch Up!"

Acknowledge the time gap

Start by acknowledging the time that has passed since your last email. This shows you know they have been away and opens the door to re-engagement.

• Example: "It’s been a while since we last worked together and we’ve been thinking about the great results we got from [specific project]."

Offer an incentive

Incentives are the key to win back emails. You can offer exclusive discounts, free trials or early access to new products. This creates a sense of urgency and gets the client to take action.

• Example: "As a valued client we’d like to offer you 15% off our latest service package."

Reiterate the relationship

Remind them of the good work you did in the past and the value you brought to their business.

• Example: "We’ve enjoyed working with you and would love to do it again to get even better results."

Clear call to action (CTA)

Include a CTA that gets the client to take the next step, whether it’s book a call, take the discount or schedule a demo.

• Example: "Let’s reconnect? Click here to book a consultation or claim your discount today."

Sample win-back email templates

Sample 1: Win-Back Email with Exclusive Offer

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Sample 2: Win-Back Email Highlighting New Services

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Sample 3: Win-Back Email Acknowledging Client Achievements

Win back email timing

Like follow up emails, timing is key with win back emails. Clients who have been dormant for several months may need more time between touchpoints. Here’s a suggested win back email timeline:

• First Win Back Email: Send 6 months after no interaction.
• Second Win Back Email: Send 1-2 weeks after the first win back email if no response.
• Final Win Back Email: If no response, wait a month and then send the final email. This should be a soft touch to keep the door open for future work.

When to move on

If your win back emails don’t get a response after the third try, it’s probably time to move on. While persistence is important, you also need to know when a client has decided to bow out for good. In that case, leave the door open for future opportunities by offering to stay in touch when they’re ready.

Example:

“Let us know if your needs change in the future. We’re always here.”

Win back emails are a great way to get back in touch with clients who have been dormant for a long time. By offering them personalized offers, new services or simply acknowledging their past success you can get them interested and excited to work with you again. Next up we’ll look at reconnect emails for specific situations.

Reconnect emails by scenario: Templates and examples

Every client relationship is unique, and the context of your previous work together can influence how you approach a reconnection email. Depending on the scenario, you may need to adjust your tone, content, or offer to make your email more relevant and appealing. Below, we’ll explore several common scenarios for reconnecting with old clients, along with tailored templates to help you get started.

Scenario 1: Offering new services or features

When your business has grown or evolved since your last interaction, reconnecting with clients to introduce new services or features is a great way to add value and reignite their interest. Highlight what’s new and explain how it can benefit their business.

Template:

Scenario 2: Acknowledging a long time gap

If it’s been a long time since you last interacted with the client, acknowledging the gap can help soften your approach and make the reconnection feel more natural. Use this opportunity to check in and express your interest in re-establishing the relationship.

Template:‍

Scenario 3: Offering a solution to a new challenge

Sometimes you may notice that a client is facing a new challenge or dealing with a specific pain point that your services can address. This is a great opportunity to offer solutions and position yourself as a valuable resource.

Template:

Scenario 4: Asking for feedback or insights

If you’re looking for a more casual way to reconnect, asking for feedback on past projects or seeking the client’s insights on a specific topic can be a non-intrusive way to open the conversation. This approach emphasizes the client’s value and expertise.

Template:

Scenario 5: Celebrating a milestone or achievement

If you’ve noticed that the client has recently achieved a significant milestone or received recognition, sending a congratulatory email is a great way to re-engage while celebrating their success. It shows that you’re invested in their growth and that you care about more than just business.

Template:

Scenario 6: Offering an exclusive discount or promotion

If you’re looking to incentivize a client to re-engage, offering an exclusive discount or promotion can be a powerful motivator. This can be particularly effective if they’ve been inactive for a while and need a reason to come back.

Template:

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Tailoring your reconnection email to the specific scenario ensures that your message is relevant and timely. Whether you’re offering new services, addressing a challenge, or simply celebrating their success, these templates can help you re-establish the relationship with a personalized touch. By considering the context of your past relationship, you can make your emails more meaningful and increase the likelihood of re-engagement.

How to increase engagement in reconnection emails

When reconnecting with old clients, getting their attention and getting them to take action can be tough. Your reconnection emails need to offer more than just “let’s catch up”. You need to craft your message so it grabs their attention, provides value and gets them to respond. Here are some ways to increase engagement in your reconnection emails.

Create a sense of scarcity

Adding scarcity can get clients to respond faster to your reconnection email. By framing your message around time sensitive offers, deadlines or limited opportunities you get them to act rather than put it off.

• Limited Time Offers: Offer a special discount, promotion or bonus that expires soon.
• Example: "We’d like to offer you 20% off our new service package but this offer is only valid until [specific date]. Let’s connect to see how we can help you get in on this."
• Expiring Resources: Mention any new reports, industry insights or data that are relevant to the client but only available for a limited time.
• Example: "I’d like to share our latest industry insights with you but access is only available until the end of the month. Let me know if you’d like to schedule a quick call to discuss these findings and how they can help your business."

By adding urgency to your email you’re signaling to the client they need to take action sooner rather than later and will be more likely to respond quickly.

Personalize your message

Personalization is key to getting your email noticed in a client’s inbox. Clients are more likely to engage with messages that feel tailored to them rather than generic outreach emails. Go beyond just using their name—include references to past projects, challenges or results that show you’re invested in their success.

• Mention Specific Outcomes: Reference a project you worked on together or a challenge you helped them overcome.
• Example: "It’s been a year since we worked together on [specific project] and I still think about the great results we got. I’d like to chat about how we can build on that."
• Address Their Current Business Needs: Show you’ve been paying attention to their industry or company news. If possible include insights or solutions that align with their current goals or challenges.
• Example: "I’ve seen [specific challenge] becoming more common in your industry and I’d like to help you get ahead of the game."

Personalization not only makes your email more relevant but also shows you value the relationship beyond just making a sale.

Social proof and testimonials

Clients will engage more with your email if they can see how your services have helped others. Include case studies, testimonials or success stories from other clients to add credibility and get them to re-engage with you.

• Client Success Stories: Share how other clients have benefited from your services especially if they faced the same challenges as the recipient.
• Example: "We worked with [Client X] to help them solve [specific problem] and they got [specific result]. I’d like to chat about how we can get that for your business."
• Testimonials: If you have client testimonials include them in your email to add third party validation to your expertise.
• Example: "Here’s what one of our clients said: ‘[Client Testimonial\’. Let’s talk about how we can get that for you."

By showing other businesses have achieved through your services you make it easier for the client to see the value in reconnecting.

Share valuable content

Providing value can increase engagement by showing you’re offering something of value even if the client isn’t ready to reconnect yet. This could be industry insights, a recent case study or a report that aligns with their current business goals.

• Industry Insights or Trends: Share information about the client’s industry to show your expertise and make you a resource they want to stay connected with.
• Example: "I thought you’d find our latest report on [industry trend] useful. It covers [specific findings] that will directly impact your business. Let me know if you’d like to chat about how this applies to your current projects."
• Educational Resources: Share helpful resources like guides or articles that address common challenges in their industry.
• Example: "I saw an article on [specific challenge] and thought of you. I’d like to share some extra tips and chat about how we can help you implement."

By providing value through content you’re positioning yourself as a thought leader and trusted advisor and the client will be more likely to want to reconnect.

Focus on the client not the service

Instead of focusing on what you can offer shift the emphasis to how you can meet the client’s needs or solve their problems. Clients will engage more if they feel the conversation is about their success.

• Their Pain Points: Highlight the specific challenges the client is facing and how you can help them get over those hurdles.
• Example: "I know [specific challenge] has been a problem for your business. We’ve developed new solutions that I think can help solve this. I’d like to chat about how we can implement them together."
• Offer for Their Situation: Customize your services to fit their current business goals or upcoming projects.
• Example: "With your recent entry into [specific market] I think our [specific service] would be a great fit to help you simplify your operations. Let’s talk about how we can make this work for you."

When you focus on the client’s needs it shows you understand their business and are genuinely interested in their success.

Make it easy for them to respond

Sometimes clients don’t respond because it’s too much effort to take the next step. Make it as easy as possible for them to engage by providing clear CTAs and simplifying the process to book a meeting or respond.

• Flexible Scheduling: Provide a clear and easy way for the client to book a meeting or call. Use scheduling links to reduce back-and-forth communication.
• Example: "Let’s catch up on a quick call. You can book a time that suits you here: [Insert scheduling link]."
• Multiple Contact Options: Give the client several ways to get in touch with you, whether it’s by phone, email or even a direct messaging platform.
• Example: "Reply to this email, call me at [phone number] or connect with me on [messaging platform]—whichever is easiest for you."

By removing any friction in the response process you make it easier for clients to say yes to reconnecting.

Reconnection emails involve personalization, value and making it easy for the client to respond. Whether you’re sharing exclusive content, success stories or customising your services to their needs each of these will help you write more compelling and better emails that get responses and deepen client relationships.

The role of automation in reconnection emails

Automation is a powerful tool for businesses looking to streamline their communication with clients, particularly when it comes to reconnecting with old clients. By using automation, you can ensure consistent, timely follow-ups without manually sending every email. Automation also allows you to personalize your outreach at scale, which can significantly improve engagement rates while saving time.

In this section, we’ll explore how to use email automation effectively to reconnect with clients, and the best practices to ensure your automated emails remain personal and relevant.

Benefits of using automation for reconnection emails

Automation offers several advantages when managing client reconnections, including:

• Consistency: Automated email sequences ensure that you don’t forget to follow up with clients, which is especially useful for busy business owners or marketing teams.
• Scalability: Whether you’re reconnecting with five clients or 500, automation allows you to reach all of them without the need to send individual emails.
• Timely Follow-Ups: Automating follow-up emails ensures that your messages are sent at optimal intervals, increasing the chances of engagement.
• Personalization at Scale: Modern email automation tools allow you to insert personalized details (such as the client’s name or company) automatically, making each email feel more relevant and targeted.

Setting up an automated reconnection email sequence

A well-planned email sequence can be highly effective for reconnecting with clients over time. Here’s a basic structure for an automated reconnection email sequence:

Step 1: Initial Reconnection Email

• Timing: Send this email when you first want to reach out to the client after a period of inactivity (usually around 3 to 6 months).
• Content: Personalize the message by referencing previous work and offering something of value, such as an update on new services or insights into their industry.

Example:

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Step 2: First Follow-Up Email

• Timing: If the client doesn’t respond to the initial reconnection email, send a follow-up email about 5-7 days later.
• Content: This follow-up should briefly reference your previous email and offer additional value, such as new insights or a more specific proposal.

Example:

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Step 3: Final Follow-Up Email‍

• Timing: If there’s still no response, send a final follow-up email 1-2 weeks after the first follow-up.
• Content: This email should be a gentle reminder that you’re available and willing to help whenever they’re ready to reconnect. Keep the tone light and open-ended.

Example:

Personalizing automated emails

Even though you’re using automation, it’s crucial that your emails don’t feel robotic or impersonal. Here’s how you can keep the human touch in automated emails:

• Use Dynamic Fields: Most email automation tools allow you to insert dynamic fields, such as the recipient’s name, company, or past projects. This makes each email feel personalized even if it’s part of a larger sequence.
• Segment Your Audience: Instead of sending the same reconnection email to every client, segment your audience based on their past projects, industries, or specific needs. This allows you to tailor your emails more effectively and increase engagement.
• Review Email Content Regularly: Automated emails shouldn’t be set-and-forget. Regularly review your email sequences to ensure that the messaging is still relevant and fresh.

Best practices for automated reconnection emails

To maximize the effectiveness of your automated reconnection emails, keep the following best practices in mind:

• Balance Automation with Human Touch: Automation is a great tool, but clients appreciate genuine, personal communication. Don’t rely entirely on automation—supplement your email sequence with manual outreach when necessary.
• Test and Optimize: Track the open rates, click-through rates, and response rates of your automated emails. Use A/B testing to determine which subject lines, email formats, or messaging are most effective.
• Follow a Consistent Timeline: Space out your automated emails over a reasonable time frame (e.g., 5-7 days between follow-ups) to avoid overwhelming the client.

Tools for automating reconnection emails

Several email automation platforms can help streamline the process of reconnecting with old clients. Platforms like MailMaestro allow you to create personalized email sequences, schedule follow-ups, and track email performance—all from a single dashboard. These tools can save you time while ensuring your communication with clients remains consistent and professional.

Automating your reconnection emails not only helps you stay on top of client relationships but also allows you to scale your outreach efforts without sacrificing personalization. When done correctly, automation can lead to higher engagement and better long-term client retention.

Tracking success: Metrics and tools for reconnection emails

To make your reconnection emails work, you need to track them. By looking at the numbers you can see what’s working and what’s not. Tracking these numbers will help you optimise your email strategy, increase engagement and get back in touch with your clients.

Key numbers to look at

When you’re tracking your reconnection emails look at these:

• Open Rate: The percentage of people who open your email. A high open rate means your subject line is working and your email is relevant. If your open rate is low you may need to change your subject lines or the timing of your emails.
• Tips: A/B test different subject lines to see what works best with your audience. You can also test different send times to see when your clients are checking their inboxes.
• Click-Through Rate (CTR): The percentage of people who click on links in your email. A higher CTR means your email content is engaging and prompting people to take action.
• Tips: Make sure your calls to action (CTAs) are clear and relevant. Use buttons or links to a landing page, a booking link or other helpful resources.
• Response Rate: The percentage of people who respond to your email directly. A high response rate means your message is landing and clients are interested in getting back in touch.
• Tips: If your response rate is low try adjusting the tone of your email to be more conversational or add a more compelling CTA that encourages engagement.
• Bounce Rate: The percentage of emails that didn’t get delivered. A high bounce rate means your contact list is out of date and you should clean up your database to remove invalid or inactive email addresses.
• Tips: Update your contact list regularly to make sure the email addresses are up to date.
• Conversion Rate: The percentage of people who take the desired action after receiving your email, e.g. book a call, make a purchase, re-engage with your business. This is the ultimate metric for your reconnection efforts.
• Tips: Make sure your content and offers match your clients needs and interests. Personalised offers, compelling discounts or relevant insights will increase conversion rates.

The story behind the numbers

Metrics are great but the real insight comes from understanding the story behind the numbers. High open rates are good but they don’t always mean success if those opens aren’t translating into clicks, responses or conversions. Here’s how to read your email metrics:

• High Open Rate but Low CTR: If lots of people are opening your emails but not clicking through, your subject line is working but the content inside needs improvement. Make sure your email body is clear, concise and provides instant value.
• Low Open Rate: If your open rates are low focus on your subject lines and send times. Try different approaches like curiosity driven subject lines or personalised subject lines that mention the client’s name or past projects.
• High Bounce Rate: If a big chunk of your emails aren’t getting delivered your client database needs attention. Clean up your email list regularly by removing outdated contacts and making sure emails are sent to valid addresses.
• Low Conversion Rate: If clients are engaging with your emails but not converting (e.g. booking a call or taking up a special offer) you may need to refine your offer or CTA. Make sure what you’re offering is truly valuable to the client.

Future reconnection campaigns

By tracking and analysing your email performance you can make data driven decisions to improve future campaigns. Here’s how to optimise your reconnection emails:

• Refine Your Subject Lines: Based on open rate data tweak your subject lines to grab more attention. Try different approaches like urgency, personalisation or curiosity driven questions.
• Tailor Your Offers: If you see clients respond better to certain offers (e.g. exclusive discounts or new service announcements) focus future campaigns on similar value propositions.
• Segment Your Audience: Personalisation is key. Segment your clients into different groups based on industry, business needs or past projects and you can create more targeted and relevant emails that will engage.
• Test Sending Times: Try sending your emails at different times or days of the week to see when clients are most active. Timing can have a big impact on open rates and response rates.

Tools to use for tracking reconnection emails

To track the success of your reconnection emails you need to use the right tools. Email marketing platforms like MailMaestro have analytics that allow you to monitor open rates, CTR and bounce rates. They also have A/B testing so you can refine your campaigns for maximum impact.

• MailMaestro: A flexible platform that allows you to automate reconnection email sequences, track key metrics and test subject lines and email formats to increase engagement. Its analytics dashboard gives you a clear view of how your emails are performing and what needs to be improved.
• Google Analytics: If your emails send clients to a specific landing page or website, integrating Google Analytics allows you to track user behaviour after they click through. This will help you measure the impact of your reconnection emails on website traffic and conversions.
• CRM Systems: Using a Customer Relationship Management (CRM) tool with your email marketing platform gives you a bigger picture of client interactions. CRM systems allow you to track when clients were last contacted, what they responded and what follow up is required.

Keep improving

Tracking and analysing your email metrics is an ongoing process. Review your data regularly and you’ll see patterns and be able to make informed decisions on what’s working and what needs to be tweaked. The key is continuous improvement – use each campaign’s insights to improve your future outreach.

• Iterate and Test: After each campaign make small changes based on the data you’ve collected. Whether it’s the CTA, timing or offers, small changes can add up to big results over time.
• Monitor Client Behaviour: Keep an eye on how client engagement changes over time. If you see certain clients respond to specific types of emails, use that insight to tailor your future outreach.

Tracking your reconnection emails is key to improving client engagement and long term success. By focusing on key metrics, analysing trends and using tools like MailMaestro you can optimise your email strategy and get higher response rates and better business results.

Summary: Reconnecting with old clients

Reconnecting with old clients is more than a business tactic – it’s about nurturing and maintaining relationships that have already paid off. A well crafted reconnection email can open up new opportunities, build client trust and even lead to long term partnerships. By following the steps in this guide you can reach out to past clients, re-ignite interest and set yourself up for future success.

From understanding why reconnecting with old clients is important to mastering the art of follow up emails we’ve covered it all. Whether you’re offering new services, sharing industry insights or providing exclusive offers, tailoring your approach to each client’s situation is key to re-engaging them.

To make your reconnection efforts work you should:

• Personalise your emails by referencing past projects and aligning with the client’s current business goals.
• Offer real value – exclusive discounts, new insights or solutions to their pain points.
• Use automation to streamline your outreach without sacrificing personalisation.
• Track key metrics like open rates, click through rates and response rates to continually improve.

By putting the client at the centre, being consistent in your outreach and optimising based on data you can turn dormant relationships into new partnerships. Reconnection emails aren’t just about winning back clients – they’re about building deeper more meaningful connections that drive long term growth and success.

Now go and send! 🚀 Reconnect! 🔄Restart! 🎉 Your business or old projects. That’s it!