Re-engagement Sequence for Caterers Email Guide
Why Re-engagement Sequence Emails Fail for Caterers (And How to Fix Them)
The phone hasn't rung from that promising lead in weeks. That old client who loved your canapés?
Silence. Many caterers find themselves with a list of contacts who once showed interest, or even booked, but have since gone quiet.
It feels like wasted effort, a calendar with potential gaps. That's not a marketing problem.
That's a connection problem. A strong re-engagement sequence brings those valuable relationships back to life, reminding clients of your unique offerings and filling your booking schedule.
The templates below are designed to re-ignite interest, gather crucial feedback, and turn silent contacts into active clients again.
The Complete 4-Email Re-engagement Sequence for Caterers
As a caterer, your clients trust your recommendations. This 4-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Miss You
Acknowledge the silence and show you care
Hi [First Name],
It feels like ages since we last connected, and I just wanted to reach out. We loved working with you on [EVENT TYPE, if known, or 'your past event'].
The team often talks about [SPECIFIC DETAIL, e.g., 'how much everyone enjoyed the dessert bar']. I was wondering how things have been since then.
We're always evolving our services and client experience, and your feedback is incredibly valuable to us. No pressure to book anything, just a friendly check-in.
If there's anything you need in the future, we're here.
Best, [YOUR NAME]
This email uses the principle of mere-exposure effect and personalization. By recalling a past positive experience, it taps into positive memories. The non-salesy approach reduces resistance and opens a channel for future communication, making the client feel valued, not just targeted.
The Value Reminder
Remind them why they subscribed
Hi [First Name],
Planning an event can be a whirlwind. From managing guest lists to coordinating venues, it's easy to overlook the one element that truly delights: the food.
That's where we come in. We pride ourselves on creating memorable culinary experiences that reflect your vision, without adding to your stress.
Imagine guests raving about your menu long after the last bite. We handle everything from bespoke menu design to seamless setup and cleanup, ensuring your event flows perfectly.
Our goal is always to make you look brilliant. If you're already thinking about future gatherings, small or large, we'd love to chat about how we can make it exceptional.
Best, [YOUR NAME]
This email uses the 'problem-solution' framework, reminding the client of the common stresses of event planning and positioning your catering service as the clear, stress-reducing solution. It uses vivid language ("whirlwind," "seamless setup") to paint a picture of an ideal outcome, appealing to their desire for a successful, effortless event.
The Survey
Ask what they actually want from you
Hi [First Name],
We're always looking for ways to serve our clients better and refine our catering services. To do that effectively, we need your insights.
Your opinion truly matters to us. We've put together a very short survey, it will only take a moment of your time, to understand what you value most in a catering partner, or what challenges you face when planning events.
Your responses will help us tailor our offerings more precisely to your needs and ensure we're delivering the best possible experience. Could you spare a minute to share your thoughts here? [LINK TO SURVEY]
Best, [YOUR NAME]
This email employs the principle of reciprocity and perceived control. By asking for feedback, you're not selling, but rather demonstrating a genuine interest in their needs, which can build trust. Giving them a voice makes them feel valued and increases the likelihood of re-engagement by tailoring future communications to their expressed preferences.
The Breakup
Give a final chance before removing them
Hi [First Name],
It looks like we haven't connected in a while, and we want to respect your inbox. Our goal is to only send emails that are genuinely helpful and relevant to your catering needs or event planning.
If our messages aren't quite hitting the mark, we understand. We'll be removing contacts who haven't engaged recently from our main list in the next few days.
This means you won't receive future updates, menu ideas, or special offers from us. If you'd like to stay in touch and continue receiving updates, simply click here: [LINK TO RE-OPT-IN PAGE or REPLY]
Best, [YOUR NAME]
This email uses loss aversion and scarcity. By clearly stating the intention to remove them from the list, it creates a sense of potential loss, prompting a decision. The 'final chance' element creates urgency, encouraging those who still have an interest to act now rather than later.
4 Re-engagement Sequence Mistakes Caterers Make
| Don't Do This | Do This Instead |
|---|---|
✕ Sending a quote and then waiting silently for a response. | Proactively follow up with a personalized email or quick call within 48 hours to answer any questions and show continued interest in their event. |
✕ Offering only standard, pre-set menus without flexibility. | Emphasize your ability to create bespoke culinary experiences, inviting clients to a menu consultation to craft something truly unique for their event. |
✕ Neglecting past clients once an event is over, assuming they'll remember you. | Implement a post-event check-in and a light re-engagement sequence to stay top-of-mind for future events, offering seasonal specials or new service announcements. |
✕ Underestimating the staffing or equipment needs for a complex event, leading to last-minute stress. | Utilize a detailed event planning checklist and CRM notes to meticulously track client preferences, logistical requirements, and staffing levels for every booking, ensuring smooth execution. |
Re-engagement Sequence Timing Guide for Caterers
When you send matters as much as what you send.
The Miss You
Acknowledge the silence and show you care
The Value Reminder
Remind them why they subscribed
The Survey
Ask what they actually want from you
The Breakup
Give a final chance before removing them
Use after 30-90 days of no opens or clicks.
Customize Re-engagement Sequence for Your Caterer Specialty
Adapt these templates for your specific industry.
Beginners
- Focus on sending a simple 'thank you' email after every event, setting the stage for future re-engagement.
- Implement a basic system to track past client contact information and event details, even if it's just a spreadsheet.
- Use 'The Miss You' email template to gently reconnect with your earliest clients and gather initial feedback.
Intermediate Practitioners
- Segment your client list by event type (e.g., corporate, private, wedding) or service provided, then tailor re-engagement messages accordingly.
- Consider offering a small, exclusive incentive or a preview of new menu items to past clients to encourage repeat business.
- Automate your post-event follow-up sequences using your email marketing tools to ensure no client falls through the cracks.
Advanced Professionals
- Develop a tiered re-engagement strategy, offering bespoke experiences or early access to new concepts for your most valuable clients.
- Host exclusive tasting events or culinary workshops for a select group of past clients to showcase innovation and deepen relationships.
- Integrate your CRM with your email marketing to send highly personalized communications based on past event preferences, anniversaries, or upcoming seasonal needs.
Industry Specialists
- Tailor your re-engagement content to the specific cycles of your niche (e.g., wedding season, corporate holiday booking periods) with relevant offers.
- Share curated content like 'trend reports' or 'new menu ideas' specific to your industry, positioning yourself as a thought leader.
- Collaborate with other specialist vendors (e.g., wedding planners, corporate event venues) to co-promote services and re-engage shared client bases.
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