Your former clients are more valuable than you might think. They already know you as a promo pro and that they can count on you as a trusted resource. If it’s been a while since you’ve reached out to them, don’t let the connection fade completely. By reconnecting, you just might land some repeat business or referrals.
How do you strike up a conversation with a former client? In this issue of PromoPro Daily, we share some best practices from writer Alexander Agleham. Read on for a recap of his post from the MailMaestro blog.
Get serious about the personalization. A generic, cookie-cutter email won’t cut it, Agleham says. When reaching out to old clients, remind them of the value you once brought to the relationship. Talk about the promo you used and the results you helped them achieve. Agleham says this lets them know you’re not sending a mass email but that you’re truly interested in rekindling the relationship. You might say something like, “Hey [Name]. I was thinking about the great outcome we got from the [promo project] last year. I think we could do the same this year. Let’s pick back up on that conversation and see how I can help.”
Pay attention to the subject line. Email subject lines always matter, but especially when you want to rekindle an old business relationship. Agleham recommends using curiosity-driven or nostalgia-driven subject lines. For example, you could ask a question like, “Remember when we created that awesome trade show promo? Let’s do that again.” Or, you could say, “Thinking about our last project. Ready for the next big thing?”
Structure your email right. Agleham advises beginning with a friendly greeting and mentioning the last time you worked together. Keep it brief, he says, but specific enough to trigger their memory. Then, mention something you want them to know, whether it’s a new product drop or an industry insight. End with a CTA and be specific with your ask. Finally, Agleham recommends ending on a positive and professional note. You could say, “Looking forward to speaking and exploring what we can do together in the future.”
Don’t let old relationships go stale. Even if former clients aren’t in the market to work with you now, they might know someone who is looking for a promo pro. You never know when a well-crafted email could lead to a new opportunity.
Compiled by Audrey Sellers
Source: Alexander Agleham is a contributor to the MailMaestro blog. MailMaestro is an AI-powered assistant that provides instant email summaries, efficient replies and one-click scheduling.
