How To Use Email To Reconnect With Old Clients

Updated June 3, 2022

Email is a powerful marketing and sales tool and a great way to maintain client relationships. Using email to reconnect with old clients may help you generate business, promote positive client relations and keep your client base informed about your products or services. Understanding when and how to use email to reconnect with old clients may help you maximize the benefits of this technique. In this article, we discuss reasons to reconnect with old clients over email and offer a list of steps and examples to help you successfully use email to reconnect with old clients.

Related: Client-Facing Skills: Definition and Examples

Reasons to reconnect with old clients over email

There are several reasons reconnecting with old clients may be advantageous to your sales and marketing efforts, including:

To re-engage with lost clients

Throughout your career, there are several reasons you may lose a prospective client. Perhaps they found a less expensive deal with a competing business, their circumstances changed or their buying needs didn't align with your offers. Regardless of the reason for listing touch with a prospect, using email to reconnect is a great way to offer a new opportunity that may fulfill their needs.

If you've lost a client because they were unhappy with their experience, sending a meaningful email to reconnect and offer retribution is a wonderful way to re-establish a positive relationship.

To offer new products or services

If you've recently launched a new product or service, reconnecting with old clients is a great way to inform them of these updates. If the original purchase was successful, there may be a high probability of your clients repeating a purchase. This may result in greater customer loyalty, client satisfaction and increased revenue.

Similarly, if you've provided satisfactory service in the past, reconnecting with old clients to offer new services is a great way to generate business.

To remind them of your offers

Sometimes, you may lose a client simply because they forgot about your product or service. Using email to remind clients about your existing and upcoming offers is a great way to expand your client base using previous contacts. Reminding your old clients of your products and services may help to increase brand awareness and boost revenue.

To announce professional changes

If your professional life is changing, you may use email to reconnect with old clients and inform them of these changes. For example, if you're transferring to a new department or position, it could be beneficial to inform old clients of your new job title and location. Old clients who were happy with your products or services may be loyal and willing to continue doing business with you in your new position.

To maintain your network

Using email to reconnect with old clients is a great method for maintaining your professional network. Since your last correspondence, your old clients might have made new connections who could benefit from your products and services. Upon receiving your email, they may remember your offers and recommend them to their professional and personal connections. Maintaining your network in this way could provide exciting new professional opportunities.

Related: How To Develop and Maintain Positive Client Relationships

How to reconnect with old clients over email

Depending on your reasons for using email to reconnect with old clients, the methods and content of your emails may vary. Consider these methods when using email to reconnect with old clients:

1. Offer to solve a problem

One of the most effective ways to reconnect with an old client is to offer a solution to their problem. Consider your unique skills and offerings and how they could contribute to a valuable solution for your clients. When writing the content of your email, consider these techniques to turn your offerings into problem-solving options:

  • Emphasize the benefits of your product or service

  • Focus on the elimination of problems

  • Demonstrate desirable outcomes

  • Discuss the value of solving the problem

2. Demonstrate your new skills

Another great way to entice old clients into engaging with your products or services is by demonstrating new skills or accomplishments in your email. Consider successful projects, partnerships, promotions or advanced training you've recently acquired and include them in the body of your email. This method may impress old clients with your talents and encourage them to consider your valuable products and services.

Related: How To Write a Letter Offering Your Services to a Client

3. Connect on a personal level

Using personal events can be an effective method of reconnecting with old clients and engaging them in a conversation. For example, if you've recently heard of an old client getting married or receiving a promotion, you may send them an email congratulating them on these events. Not only does this show you genuinely care about their personal happiness, but it's also a great opportunity to transition into a business discussion.

4. Suggest a specific time to meet

When reconnecting with old clients via email, it may be beneficial to suggest a specific date, time or place to meet and discuss business matters. This takes one step of the process out of their responsibility, and the convenience of a predetermined meeting may encourage them to engage. If the suggested date and time don't work for them, they may be more likely to suggest an alternative.

5. Provide resources

Providing helpful hints, resources or tools to your old clients may be a great way to attract them with your generosity and thoughtfulness. Consider including links, reading material, personal recommendations or any other resource that could be helpful to their operations. This method also provides an opportunity to transition into business-related matters and may give you the chance to present an offer.

6. Ask open-ended questions

Asking open-ended questions is an effective way to improve client responsiveness. Consider opening or closing your email to encourage old clients to reconnect by responding to your email. Effective open-ended questions to consider including are:

  • How's business?

  • Is there anything I can help you with?

  • What are your goals for this year?

  • What are you excited about?

  • How is your current solution performing?

The answers to these questions could provide insightful information about how your offerings can best fulfill their needs and may help you make informed decisions about how to move forward with your correspondence.

Related: How To Get More Clients and Grow Your Business

Examples of emails that reconnect with old clients

Below are some examples of emails that may be successful in reconnecting with old clients:

"Dear Ms. Sorenson,

I was so happy to hear about your recent engagement! I wish you happiness and luck in planning the wedding! Upon hearing of your joyful news, I remembered you hadn't signed up to renew your yearly gym membership. Is there anything I can help you with?"

"Dear Mr. Burk,

I'm happy to announce my transfer to the sales department at Winthrop Dealership. I have so enjoyed working with you over the years and, as your vehicle is approaching maximum mileage, I hope to continue doing business with you in my new role. Please let me know if there is anything I can do for you."

"Dear Mrs. Philips,

I hope you're enjoying your backyard pool! I wanted to connect to let you know we are currently offering 50% off of our custom tiling services with a complimentary pool cleaning. If your pool needs any updating or repairs, we're happy to come by and take a look. How does Monday, September 5 at 9:00 a.m. work for you? Please let me know if another date or time is more convenient."

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