Originally published in March 2022. Last updated on December 11, 2024.
Many service businesses focus their marketing budgets on getting new clients. But it’s not the most cost-effective or efficient method for generating revenue.
Instead, reconnecting with past customers can save you money, time, and effort by getting clients you’ve already worked with to book additional services. You just need to figure out the best way to get in touch with them, which is where emails come in.
Use these free, customizable email templates for reconnecting with old clients to turn past customers into future jobs.
Reach out to past customers via email:
Reconnecting with old client email templates
Why you reach out to a past customer depends on what you have to say. The most common times to send an email to a client you’ve worked with before are when:
- You have new services or packages to offer
- You’re offering discounts, promotions, or launching a referral program
- You expand your service area
- You start offering seasonal work, like holiday light installations or pool cleaning
- You want to send a reminder about your services
Use these free, customizable email samples to get in touch with old customers and grow revenue.
1. New services email template
Adding new services or price bundles is the perfect opportunity to reach out to past clients. For example, when you add a new service like carpet cleaning or make good, better, best packages.
This keeps clients informed and up-to-date about your services, so they know they can book a future service with you instead of shopping around for a different service provider.
If you expand your service list or develop pricing packages, use this email template to let previous customers know.
Subject line: New [services, pricing, packages] from [Company Name]
Hi [Client Name],
It’s [Your Name] from [Company Name]. It’s been a while since we worked together and we wanted to let you know about our new [services, pricing, packages].
Since you hired us for [relevant service] in the past, we thought you might like to know that we now offer [service, pricing, package] that includes:
- [Mowing]
- [Trimming]
- [Fertilizer treatment]
All for just [price]!
If you’d like us to book you in for the coming season, please visit our website [link to online booking on your website], give us a call at [phone number], or send an email to [email address].
We’d love to work with you again and hope to hear from you soon!
Thanks,
[Your Name]
2. Discounts and promotions email template
Emailing past clients about discounts or promotions is one of the best ways to boost bookings. After all, who doesn’t like to save money?
For example, email clients when:
- You have an early bird discount for recurring services, like 10% off biweekly lawn care if they book by a certain date
- You’re offering a special promotion, like $50 off a deep cleaning for a limited time
This incentivizes previous clients to book with you again, helping you to fill out your schedule and stay busy.
Use this email template to tell them about a new discount or promotion:
Subject line: [discount amount/promotion] from [Company Name]
Hi [Client Name],
It’s [Your Name] from [Company Name]. It’s been a while since we worked together and we wanted to let you know about our new [promotion/discount].
For a limited time, we’re offering past clients a discount of [X%]. That means that you could save up to [$X] on [mowing, trimming, landscaping, etc.].
All you have to do is book by [date] by giving us a call at [phone number], visiting our website [link to online booking], or sending an email to [email address].
We hope to work with you again soon!
Thanks!
[Your Name]
3. Referral program email template
Starting a new customer referral program also gives you a reason to reach out to past clients.
It’s an opportunity to not only win back past customers but also generate new potential clients with little effort on your part.
Use this email template to tell them:
- How your referral program works
- What they get from joining
- How to start using it
Subject line: New referral program from [Company Name]
Hi [Client Name],
It’s [Your Name] from [Company Name]. It’s been a while since we worked together and we wanted to let you know about our new referral program.
For every referral that we get, we’re offering past clients a discount of [X%]. That means that you could save up to [$X] on [mowing, trimming, landscaping, etc.].
All you have to do is:
- Let your friends, neighbors, and family members know about us
- Tell them to let us know who sent them when they book us for a free quote
After we complete a job for them, you can take advantage of your discount!
You can find more details about our referral program by visiting our website: [link to web page explaining your referral program]
If you have any questions, please send us an email at [email address] or give us a call at [phone number]. We hope to work with you again soon!
Thanks!
[Your Name]
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4. New service area email template
If you haven’t heard from a client in a while, it may not be because they don’t need your services. It could be because they moved out of your service area.
Letting them know when your service area expands or changes means they may be able to book with you again or refer you to friends or family members who live there.
Send this reconnection email to old clients for new business when you start servicing a new city or town.
Subject line: [Company Name] is now in [service area]
Hi [Client Name],
It’s [Your Name] from [Company Name]. It’s been a while since we worked together and we wanted to let you know we’ve expanded our service area to include [city, town, etc.].
Our full service list is available to any clients in these areas, including:
- [service 1]
- [service 2]
- [service 3]
- And more!
If you or someone you know could benefit from our services in [city, town, etc.] please get in touch via email at [email address] or give us a call at [phone number] — we’d love to hear from you.
Looking forward to working with you again in the future!
[Your Name]
[Company Name]
5. Recurring or seasonal work email template
It’s easy for customers to forget that when the seasons change, so do your services. Sending a friendly reminder to let them know saves them from having to search for a new service provider and ensures they work with someone they already know and trust.
For example, if you switch from lawn mowing or pressure washing in the summer to snow removal or gutter clearing in the fall.
Even if your work isn’t seasonal, letting clients know about recurring services like weekly house cleaning or daily dog walking lets them know you don’t just offer one-off jobs.
Use this email to reconnect with old clients to tell them about seasonal work or when you offer ongoing services:
Subject line: [Seasonal work] with [Company Name]
Hi [Client Name],
It’s [Your Name] from [Company Name]. I hope you had a great [winter/summer]!
Now that the new [fall/spring] season is upon us, we’re starting to book past clients in for seasonal [lawn maintenance/landscaping/snow removal] and wanted to confirm whether you’d like to book our services for [year].
Feel free to let us know via email at [email address] or give us a call at [phone number].
We’d love to work with you again and hope to hear from you soon!
Thanks!
[Your Name]
[Company Name]
6. It’s been a while email template
You don’t always need a reason to reach out to past customers. Sometimes, sending an email to stay in touch is enough. That way, you stay top of mind and may nudge the customer to book a service they’ve been putting off.
This kind of email can be as generic or as specific as you want. For example, if a customer had a new HVAC system installed, you could reach out six months later to ask if everything was working as it should. Or you could send a simple check-in message to remind customers about your business and what you offer.
Customize this reconnection email template for old customers you haven’t heard from in a while.
Subject line: [Check-in] from [Company Name]
Hi [Client Name],
It’s [Your Name] from [Company Name]. I hope you’ve been doing well!
It’s been a while since we worked together and we wanted to reach out to [check in about a previous service/ask if you need any work done/remind you of what we offer].
If you are looking for any [lawn care/house cleaning/HVAC/etc.] services, please feel free to reach out to us via email at [email address] or give us a call at [phone number].
We’d love to work with you again and hope to hear from you soon!
Thanks!
[Your Name]
[Company Name]
How to reconnect with old clients by email
When it comes to reaching out to old clients via email you have two choices. You can do it manually or you can use email marketing software like Jobber.
If you do it manually, you’ll need to keep a record of your past clients and separate them into categories so you can personalize each email—like which service they booked or when you last worked with them.
From there, you would email each client individually, taking care not to use the wrong email address or name.
While this method can work if you only have a handful of clients, the more your business grows, the more time-consuming and prone to human error it will be.
To reduce the time you spend writing and sending emails, use Jobber to automate the emails you send to past clients. With Jobber Campaigns, you can customize a professional email template in minutes and send it to specific categories of clients—like those who booked specific services in the past.
And because the customer data is pulled straight from your CRM, you don’t need to worry about accidentally addressing the email to the wrong person.
Which clients should I reconnect with?
Not all past clients are worth reaching out to. To boost your chances of getting a positive response, only reach out to:
1. Inactive customers with paid invoices
If a client hasn’t paid an invoice, there’s not much point in trying to get them to book more work. And while you should still reach out to them, using an overdue payment reminder email template is a better option than offering them a discount or sending a friendly check-in message.
2. Satisfied customers
Happy customers are more likely to book work with you than the ones who left a negative review or complaint. Focus on reaching out to customers who gave you positive feedback and who you know were satisfied with the work you did as they’re more likely to become repeat customers.
3. Clients who booked recurring work
If you offer seasonal work, like landscaping or yard maintenance, reaching out to clients who booked recurring work in the past is a great way to bring in more work.
For example, if they used your snow removal services throughout the winter, letting them know you offer lawn mowing and weeding in the summer is a no-brainer.
4. Customers who could benefit from new changes in your business
Sharing good news is always worth sending an email about. Especially if it saves clients money or makes their lives easier.
Send emails to past clients who could benefit from changes in your business, like pricing packages, referral programs, or expanded service areas to keep them in the loop about ways to save money or time. They’ll appreciate the heads up and you’ll have a great reason to get in touch.
Tips for reconnecting with old clients
Sending an email to past customers isn’t enough on its own. Use these best practices to make reconnecting with old clients as effective and efficient as possible:
1. Build customer loyalty
Keep in touch through more than just reconnection emails by sending thank you notes and customer feedback request surveys. These show you appreciate your customers and care about their feedback, developing trust and loyalty.
READ MORE: How to write a follow-up email: 7 templates for better customer service
2. Communicate well and often
Communicate with clients throughout your relationship with them, from an initial booking confirmation and appointment reminder all the way to an invoice and payment receipt.
This will improve the customer’s experience and demonstrate your professionalism, positioning you as a service provider they’ll want to work with again in the future.
3. Offer value
Carefully consider which clients you reach out to and why. By sending relevant emails to specific customers, you have a better chance of booking more jobs.
For example, while a client who booked your lawn care services last spring may be interested to hear that you offer winter snow removal, a client who ordered a single load of sod from you three years ago may not.
Instead of mass-emailing every single past customer you have, divide them into categories and share the news that offers the most value to each one.
4. Keep client information organized
Before you can send an email to a previous client, you need to know who they are, what service they booked, and how long it’s been since you worked together. Keeping track of this information yourself is time-consuming and complicated.
Use field service management software like Jobber to keep clients organized so you can send personalized emails to each client.