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How to Win Back Past Customers With Email, Text and a Phone Call

By Sam · Last updated · 7 minute read

Past customers already know you, so a good reminder often costs less than finding a new customer. Find them in your records, check you have the right to contact them, send a short, personal message about something relevant, follow up once or twice, and measure bookings and unsubscribes. Use a phone call for your most valuable customers.

Arrow bringing past customer cards back to a phone and envelope

Contents

Step 1: Find them

Start with the records you already have: invoices, a CRM or spreadsheet, job notes, booking systems and your phone contacts. See CRM for small businesses if your records are scattered. Check you have the right to use their details for marketing before you send anything; see UK rules for emailing and texting customers.

Step 2: Sort them

  • When they last used you: six months, a year, more.
  • What they bought, so the message fits.
  • How valuable they are, so you know who deserves a personal call.

Step 3: Choose a reason to get in touch

A useful reason beats a discount. Examples: a service that is due, a seasonal check, a new service they might want, or a genuine thank you that asks how the work has held up. A review request after a recent job is a different message; see follow-up templates.

Three sorting trays for past customers

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Step 4: Choose the channel

Step 5: Write the message

Keep it short, personal and about them. The wording below is original and meant to be edited.

Email or text for a service reminder. Hi [name], it has been [time] since we [did the job]. This is a good time to [check or service]. If you would like us to book you in, reply here or call [phone]. If you would rather not hear from us, reply stop and we will remove you.

Phone call opening. Hi [name], it is [your name] from [business]. We did [job] for you [time] ago and I wanted to check that everything is still working well. Is there anything you need?

Step 6: Follow up once or twice

One reminder and one follow-up, a week or two apart, is usually enough. Stop when someone says no, and remove anyone who opts out at once.

Timeline with an email and a phone call

Step 7: Measure it

Count replies, bookings, revenue and unsubscribes for each message. Keep what works, change what does not, and repeat the campaign on a schedule that suits your business, such as before your busy season.

Do not do this

  • Message people you have no right to contact.
  • Invent urgency or fake discounts.
  • Send the same message to everyone regardless of what they bought.
  • Keep messaging someone who has opted out.

Frequently asked questions

Why contact past customers?

They already know you and have used your service, so a relevant reminder is a natural way to bring work back.

Do I need consent to contact past customers?

For marketing messages, often yes, with a limited exception for existing customers. Check the rules and take legal advice; see UK rules for emailing and texting customers.

Should I offer a discount?

Not necessarily. A useful reason to get in touch often works better. If you do offer one, make sure it is real and honest.

How many messages should I send?

One message and one or two follow-ups, spaced a week or two apart, then stop.

How do I measure a win-back campaign?

Count replies, bookings, revenue and unsubscribes for each message.

Sources

Sam, Editor at Clariti Digital

Sam, Editor at Clariti Digital.

Need help with this?

Clariti Digital is a UK digital growth agency for established local businesses. We start with a diagnostic, then fix what holds back visibility, enquiries and trust. Call +44 7435 063827 or email sam@claritidigital.com.

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This guide is general information, not legal advice.