After 15 years of freelancing, I’ve learned that my client list is my most valuable asset. It’s not just a collection of names – it’s a goldmine of opportunities.
And you know what? I used to make the rookie mistake of always chasing new clients, forgetting about the ones I’d already worked with.
Here’s the thing: reconnecting with old clients isn’t just a nice idea. It’s a game-changer. These are people who already know your work and value. Why start from scratch when you can build on existing relationships?
I get it, though. Reaching out after radio silence can feel awkward.
You’re wondering, “What do I say? Will they even remember me?”
I’ve been there, trust me. But over the years, I’ve cracked the code on how to restart these conversations in a way that feels natural and valuable for both parties.That’s why I’ve put together this guide.
I’m about to share seven email templates that I’ve personally used and refined over my career. They’ve helped me land repeat work, get solid referrals, and build a network that keeps my business thriving.
Whether you want to share a new service, ask for a referral, or simply check in, I’ve got you covered. Each template is designed to help you reconnect confidently and effectively.
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Ready to turn those dormant connections into active opportunities? Let’s dive in and put these templates to work for you.
Best Practices for Following Up with Clients
Over my years of freelancing, I’ve learned that following up with clients is as much an art as it is a science. Here are the key practices that have consistently worked for me:
1. Master Your Timing
Timing isn’t everything, but it’s pretty darn close. I’ve found that reaching out too soon can make you seem desperate, while waiting too long might mean they’ve forgotten about you. My sweet spot? I usually reconnect 3-6 months after a project ends. This gives clients time to see the full impact of your work, but you’re still fresh in their minds.
Pro tip: Set reminders in your calendar. Trust me, your future self will thank you.
2. Personalize Like You Mean It
Generic messages are a one-way ticket to the trash folder. I always take a few minutes to refresh my memory about the client and our past work together. Did they mention a big product launch coming up? Was their daughter starting college? Referencing these personal details shows you value the relationship beyond just the paycheck.
3. Provide Value in Every Interaction
Here’s a secret: your follow-up isn’t about you – it’s about them. Every time I reach out, I make sure I’m offering something of value. It could be sharing an industry article relevant to their business, congratulating them on a recent achievement, or offering a quick tip related to your past project.
I once reconnected with a client by sharing a new SEO strategy that could boost the website we had worked on together. Not only did they appreciate the insight, but it also led to a new contract to implement the strategy.
4. Keep It Concise
Respect your client’s time. In my experience, the most effective follow-ups are short, sweet, and to the point. Aim for 3-5 sentences that pack a punch.
5. End with a Clear Next Step
Don’t leave things hanging. Whether it’s suggesting a quick call, asking for a referral, or proposing a new project, always include a clear call-to-action. It gives your client an easy way to respond and keeps the conversation moving forward.
Remember, following up isn’t about immediate results. It’s about nurturing relationships and staying top-of-mind. Some of my most lucrative projects have come from clients I reconnected with months or even years after our initial work together.
Now that we’ve covered the ground rules, let’s dive into those email templates. Each one is crafted with these best practices in mind, ready for you to customize and send to your own clients.
Email Templates for Reconnecting
Template 1: The “Checking In” Email
Scenario: Use this when you simply want to reconnect without a specific agenda.
Email Template:
Subject: Touching base – hope all’s well!
Hi [Client’s Name],
I hope this email finds you well. It’s been a while since we worked together on [specific project], and I was thinking about the great results we achieved. How has everything been since then?
I’d love to hear what you’ve been up to lately. Any exciting new developments in your business?
If you’d like to catch up properly, I’d be happy to schedule a quick call. Always eager to hear how I can support your continued success.
Best regards,
[Your Name]
Customization Tips:
– Reference a specific detail from your last project together
– If you know of any recent company news or achievements, mention them
Best Practices for Use:
– Send this type of email every 3-6 months to stay on their radar
– Follow up with a congratulatory note if they share any successes
Template 2: The “New Service Offering” Email
Scenario: You’ve added a new service that might benefit this client.
Email Template:
Subject: New service alert – thought of you!
Hello [Client’s Name],
I hope you’re doing well. I wanted to reach out because we’ve just launched a new service that I think could be a game-changer for your business.
Remember how we [reference to past work]? Well, we’re now offering [new service] that can [specific benefit]. I immediately thought of you and how this could [solve a problem or achieve a goal you’ve discussed before].
I’d be happy to give you more details if you’re interested. Would you like to hop on a quick call next week?
Looking forward to catching up!
Best,
[Your Name]
Customization Tips:
– Clearly explain how the new service relates to their specific needs
– If possible, include a case study or statistics showing the service’s effectiveness
Best Practices for Use:
– Only send when you truly believe the new service would benefit them
– Be prepared to offer a loyalty discount for past clients
Template 3: The “Industry Update” Email
Scenario: You’ve noticed a significant industry trend or change that could impact your client.
Email Template:
Subject: [Client’s Name], seen this industry shift?
Hi [Client’s Name],
I hope this email finds you well. I came across some industry news that I thought you’d find interesting – [briefly describe the update].
Given our work together on [past project], I couldn’t help but think about how this might affect your [specific area of their business]. I’ve been considering the implications, and I have a few ideas that might help you stay ahead of the curve.
Would you be interested in discussing this? I’d be happy to share my thoughts in a brief call.
Looking forward to hearing from you,
[Your Name]
Customization Tips:
– Include a link to a reputable source discussing the industry update
– If you have any specific ideas for their business, hint at them to pique interest
Best Practices for Use:
– Ensure the update is truly relevant to their business
– Be prepared to offer actionable advice if they respond positively
Template 4: The “Referral Request” Email
Scenario: You’re looking to expand your client base and believe this client might be able to refer you.
Email Template:
Subject: Quick question – your insight would be invaluable
Hello [Client’s Name],
I hope you’ve been well since we last worked together. I’ve been reflecting on our successful collaboration on [specific project], and I wanted to reach out with a small request.
I’m currently looking to work with more clients in the [industry/niche] space. Given your expertise and network, I wondered if you might know of any businesses that could benefit from services similar to what I provided for you?
If anyone comes to mind, I’d be incredibly grateful for an introduction. Of course, I’m always here if you need any assistance as well.
Thank you for your time, and I hope we can catch up soon!
Best regards,
[Your Name]
Customization Tips:
– Remind them of the specific value you provided in your work together
– If you can offer an incentive for successful referrals, mention it
Best Practices for Use:
– Only ask for referrals from clients who were very satisfied with your work
– Be sure to follow up and thank them, whether or not they provide a referral
Template 5: The “Project Anniversary” Email
Scenario: It’s been exactly a year (or another significant time period) since you completed a major project with the client.
Email Template:
Subject: Celebrating a year of success!
Hi [Client’s Name],
Can you believe it’s been a year since we wrapped up [specific project]? Time flies when you’re making an impact!
I was just looking back at what we achieved together – [mention a specific result or milestone]. I hope the [product/service/strategy] has continued to drive success for your business.
I’d love to hear how things have progressed. Have you seen any long-term benefits? Any new challenges on the horizon?
If you’d like to catch up and explore how we might be able to drive even more success in the coming year, I’d be thrilled to chat.
Here’s to another year of growth and achievement!
Best,
[Your Name]
Customization Tips:
– Include specific metrics or results from the project if you have them
– If you have any ideas for expanding on the original project, hint at them
Best Practices for Use:
– Set reminders for significant project anniversaries
– Use this as an opportunity to discuss potential follow-up projects
Template 6: The “Reactivation Offer” Email
Scenario: It’s been a while since you’ve worked with this client, and you want to incentivize them to work with you again.
Email Template:
Subject: Special offer for valued clients like you
Hello [Client’s Name],
I hope this email finds you well. It’s been some time since we collaborated on [previous project], and I’ve been thinking about how we might be able to create more magic together.
To express my appreciation for our past work and to explore future possibilities, I wanted to extend a special offer just for valued past clients like yourself:
[Detail the special offer – e.g., a discount on services, a free consultation, etc.]
I’d love the opportunity to catch up, learn about your current goals, and discuss how we can achieve them together.
This offer is valid until [date]. Shall we set up a call to chat further?
Looking forward to reconnecting,
[Your Name]
Customization Tips:
– Make the offer genuinely valuable and exclusive
– If possible, tie the offer to their specific industry or past project
Best Practices for Use:
– Use this template sparingly – maybe once a year for inactive clients
– Be prepared to follow through immediately if they express interest
Template 7: The “Networking Event Invitation” Email
Scenario: You’re attending or hosting a networking event that could be valuable for your client.
Email Template:
Subject: Exclusive invitation – join me at [Event Name]?
Hi [Client’s Name],
I hope you’ve been well! I wanted to reach out because I’ll be [attending/hosting] an exclusive networking event, [Event Name], on [date]. Given your interests and expertise, I thought you might find it valuable.
The event will focus on [brief description], and I thought it could be a great opportunity for you to [potential benefit for them – e.g., “expand your network in the tech industry”].
Some of the highlights include:
– [Key point about the event]
– [Another key point]
I’d be thrilled if you could join me. It would be great to catch up in person, and I’d be happy to make some introductions.
Let me know if you’re interested, and I can send over more details.
Hope to see you there!
Best regards,
[Your Name]
Customization Tips:
– Highlight aspects of the event that align with their specific interests or needs
– If it’s an exclusive event, emphasize that you’re extending a special invitation
Best Practices for Use:
– Only invite clients to events that genuinely provide value to them
– Follow up after the event to maintain the renewed connection
Remember, these templates are starting points. Always personalize them to fit your voice and your specific relationship with each client. The key is to make each message feel genuine and valuable to the recipient.
Remember, existing clients are GOLD
After 15 years in the freelancing game, I can tell you this with certainty: your existing client relationships are gold. The templates and strategies I’ve shared aren’t just theory – they’re battle-tested tools that have helped me build a thriving, sustainable business.
Remember, these templates are just starting points. The real magic happens when you infuse them with your personality and tailor them to each unique client relationship. Don’t be afraid to experiment and find what works best for you.
As you put these templates to use, keep these final tips in mind:
1. Consistency is key. Set up a system to reach out regularly, not just when you need work.
2. Always lead with value. Whether it’s industry insights, congratulations, or a helpful resource, make sure there’s something in it for them.
3. Be genuine. Authentic relationships are the foundation of long-term business success.
4. Follow up. If you don’t hear back, a gentle reminder can work wonders. People are busy, and your email might have simply been overlooked.
Now, here’s my challenge to you: choose one template and send it to a former client this week. Just one. You might be surprised at the doors it opens.
Remember, every successful long-term client relationship started with a single follow-up. Your next big project, referral, or collaboration could be just one email away.
So, what are you waiting for? Your old clients are out there, and they might be exactly what your business needs right now. Reach out, reconnect, and watch your business grow.
Here’s to your success!
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