Win-back Sequence for Business Coaches Email Guide
Why Win-back Sequence Emails Fail for Business Coaches (And How to Fix Them)
Your past client just booked a discovery call with another coach. It's a common experience for business coaches to see valuable past clients drift away, often without a clear reason.
You’ve invested significant time and energy in their growth, only to watch that connection fade over time. This isn't just a missed opportunity; it's untapped revenue walking out the door.
Re-engaging a former client is often far less costly and time-consuming than acquiring a brand new one. They already know your value, trust your process, and understand the power of your client transformation work.
A well-crafted win-back sequence breathes new life into these relationships. These four battle-tested email templates are designed to remind past clients of your impact, share your evolution, and invite them back to achieve their next breakthrough.
The Complete 4-Email Win-back Sequence for Business Coaches
As a business coach, your clients trust your recommendations. This 4-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Remember
Remind them of the value they received
Hi [First Name],
Do you recall that specific moment when [PAST CLIENT ACHIEVEMENT]? That feeling of clarity, the momentum you gained, the shift in your business strategy?
I often think about the progress we made together. Seeing you handle [PAST CHALLENGE] and emerge with [POSITIVE OUTCOME] was incredibly rewarding.
Your dedication to client transformation always impressed me. It's a testament to what's possible when you commit to growth.
Perhaps you're facing new challenges now, or new opportunities have emerged. The same drive that brought you success before can propel you forward again.
Best, [YOUR NAME]
This email uses the peak-end rule and nostalgia. By reminding the client of a specific positive memory and their own success, it taps into positive emotions and reinforces the coach's role in that achievement, making them associate good feelings with the coach.
The Update
Share what is new since they last engaged
Hi [First Name],
Since we last connected, my practice has evolved in some exciting ways. I’ve been focused on refining my coaching packages and integrating new strategies to help business owners like you achieve even greater client transformation.
For instance, I've developed a new framework for scaling discovery calls more effectively, especially for coaches using tools like Calendly and Zoom. It helps simplify the process and convert more leads into paying clients.
I've also been exploring advanced uses for platforms like Kajabi and Dubsado, helping clients automate their client onboarding and program delivery, freeing up valuable time for their core coaching work. If you're finding yourself at a new crossroads, or if your business goals have shifted, I'd love to share some of these updates and see if they align with where you're headed.
Best, [YOUR NAME]
This email uses the principle of perceived value and growth. By showcasing new developments and tools, it demonstrates the coach's continued expertise and relevance, addressing any potential thought that the coach's methods might be outdated, and creating a reason to re-engage.
The Offer
Give a special incentive to return
Hi [First Name],
As a valued past client, I wanted to extend a special invitation to reconnect. I know the impact a focused breakthrough session can have, and I believe you might be ready for your next big step.
For a limited time, I'm offering returning clients a private 60-minute strategy session at a special rate. This isn't just a catch-up; it's a deep your current challenges and opportunities.
We'll identify your most pressing need, whether it's improving your coaching packages, refining your sales process, or planning your next client transformation initiative. Consider this a chance to reignite your momentum with a clear action plan.
This exclusive offer expires on [DATE], so please respond soon if you're interested.
Best, [YOUR NAME]
This email employs exclusivity, reciprocity, and scarcity. By positioning the offer as "special" and "for you," it builds goodwill and encourages action. The limited-time aspect creates urgency, while the clear benefit of a "breakthrough session" addresses a potential need.
The Final
Last chance before you move on
Hi [First Name],
This is a final note regarding the special invitation I extended to you recently. The unique opportunity for returning clients to book a discounted strategy session will conclude at the end of [DAY OF WEEK], [DATE].
I genuinely enjoy seeing my past clients thrive. My hope was to offer a clear pathway for you to tap back into that growth and continue your journey with renewed focus.
If you've been considering it, this is your last chance to take advantage of this particular offer. After [DATE], this specific returning client incentive will no longer be available.
Should you decide now isn't the right time, I completely understand. I wish you continued success, and perhaps our paths will cross again in the future.
Best, [YOUR NAME]
This email uses strong loss aversion and a clear deadline. It reinforces the limited nature of the offer and the consequence of inaction, prompting a decision. The polite closing maintains a positive relationship, leaving the door open for future engagement without pressure.
4 Win-back Sequence Mistakes Business Coaches Make
| Don't Do This | Do This Instead |
|---|---|
✕ Neglecting past client relationships after a project ends. | Implement a structured win-back sequence to consistently re-engage and nurture former clients. |
✕ Assuming past clients will automatically return when they need help again. | Proactively showcase your evolving expertise and new offerings, reminding them of your continued value. |
✕ Lacking a clear, compelling re-engagement offer for returning clients. | Design specific coaching packages or breakthrough sessions tailored to reignite momentum for past clients. |
✕ Focusing solely on acquiring new leads and ignoring the low-hanging fruit of past client transformation. | Prioritize re-activating former clients, as they already trust your process and understand your impact. |
Win-back Sequence Timing Guide for Business Coaches
When you send matters as much as what you send.
The Remember
Remind them of the value they received
The Update
Share what is new since they last engaged
The Offer
Give a special incentive to return
The Final
Last chance before you move on
Use after 3-12 months of no activity.
Customize Win-back Sequence for Your Business Coach Specialty
Adapt these templates for your specific industry.
Executive Coaches
- Frame win-back offers around leadership evolution, handling corporate shifts, or strategic board alignment.
- Highlight how your updated coaching packages address new complexities in executive decision-making.
- Emphasize confidentiality and the unique challenges faced by high-level leaders.
Startup Coaches
- Position your win-back sequence around scaling challenges, securing follow-on funding, or refining product-market fit.
- Showcase new strategies for rapid team growth or handling competitive landscapes.
- Offer breakthrough sessions focused on pivot strategies or investor readiness.
Small Business Coaches
- Target win-back efforts on overcoming growth plateaus, improving operational efficiency, or expanding local market reach.
- Share updates on effective cash flow management techniques or new digital marketing strategies.
- Emphasize practical, practical steps for immediate business impact and client transformation.
Sales Coaches
- Focus win-back messaging on advanced closing techniques, building predictable revenue pipelines, or improving sales team performance.
- Introduce new frameworks for objection handling or modern prospecting methods.
- Offer a strategy session to diagnose current sales bottlenecks and create a plan for consistent breakthroughs.
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