Win-back Sequence for Caterers Email Guide
Why Win-back Sequence Emails Fail for Caterers (And How to Fix Them)
You just lost a bid to a competitor, not because your food was inferior, but because your past client forgot about you. Many caterers focus heavily on acquiring new leads, often overlooking the goldmine of past clients who already know and trust their services.
These relationships, once warm, can cool without consistent nurturing. A well-crafted win-back sequence isn't just about sending a few emails; it's about strategically reminding clients of the exceptional experiences you delivered, showcasing your evolution, and making it irresistible for them to choose you again.
It keeps your brand top-of-mind and your calendar full with less effort than chasing entirely new business. The templates below are designed to revive those dormant relationships, turning past patrons into repeat clients.
The Complete 4-Email Win-back 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 Remember
Remind them of the value they received
Hi [First Name],
Do you remember the aroma of [SIGNATURE DISH] at your [PREVIOUS EVENT TYPE]? The compliments from your guests?
The ease of knowing every detail was handled? It wasn't just about the food, was it?
It was about the effortless planning, the rave reviews, and the memorable atmosphere we helped create for your special occasion. We loved being a part of that event, and we often think about the joy we helped bring.
As you plan your next gathering, big or small, we wanted to reach out. We're still here, crafting unforgettable culinary experiences and delivering the same trusted service you remember.
If you have any upcoming needs, we'd be delighted to discuss them.
Best, [YOUR NAME]
This email uses nostalgia and positive recall. By prompting the client to remember a specific, successful past event, it taps into positive emotions and reinforces the value they received, making them more receptive to re-engagement.
The Update
Share what is new since they last engaged
Hi [First Name],
It's been a little while since we last catered for you, and so much has changed and evolved in our kitchen and services. We've been experimenting with exciting new [CUISINE TYPE] menus, expanding our [SERVICE TYPE, e.g., dietary accommodation options, sustainable sourcing practices], and even perfecting our [NEW OFFERING, e.g., grab-and-go corporate lunch boxes].
Our commitment to fresh, local ingredients and impeccable service remains, but we're always finding ways to improve the experience and offer more versatile solutions for our clients. We'd love to show you what we've been up to.
Perhaps our new [FEATURE] could perfectly complement your next event, making it even more special.
Best, [YOUR NAME]
This email uses the novelty principle. By highlighting new offerings and improvements, it creates a sense of curiosity and suggests that the client might be missing out on something valuable. It demonstrates growth and continued relevance.
The Offer
Give a special incentive to return
Hi [First Name],
Because you're a valued past client, we're extending a special invitation to experience our updated services and menus. For your next booking with us, we're offering [SPECIFIC DISCOUNT/BONUS, e.g., a complimentary dessert bar upgrade, 10% off your total invoice, a free tasting session for your team].
We know you appreciate quality and reliability, and this is our way of saying thank you for your past business and showing you how much we'd love to cater for you again. We value the trust you placed in us previously.
This offer is valid for bookings confirmed by [DATE]. Simply mention this email when you inquire, and let us help you plan another flawless event.
Best, [YOUR NAME]
This email employs the principle of reciprocity and scarcity. By offering an exclusive incentive, it creates a sense of obligation and gratitude. The time limit on the offer motivates immediate action, appealing to the desire to avoid missing out on a good deal.
The Final
Last chance before you move on
Hi [First Name],
This is a quick follow-up to our recent messages, and specifically about the special offer we extended to you as a valued past client. We genuinely believe our [SERVICE/MENU HIGHLIGHT] could truly improve your upcoming [EVENT TYPE], and we cherish the relationships we build with clients like you.
The special incentive we mentioned will expire soon, and we wanted to make sure you didn't miss out on an opportunity to experience our refreshed services at an unique value. If now isn't the right time, we understand.
But if you're even considering an event in the near future, we encourage you to reach out for a no-obligation chat before this special window closes. We're here to help.
Best, [YOUR NAME]
This email utilizes loss aversion. By reminding the client that the special offer is about to expire, it highlights the potential loss of a benefit, which can be a stronger motivator than gaining a benefit. It also provides a final, low-pressure opportunity for engagement.
4 Win-back Sequence Mistakes Caterers Make
| Don't Do This | Do This Instead |
|---|---|
✕ Relying solely on word-of-mouth for repeat business without active outreach. | Implement a structured win-back strategy using CRM and email marketing tools to proactively re-engage past clients. |
✕ Failing to track past client event details or preferences, leading to generic follow-ups. | Maintain detailed records in your CRM about previous menus, dietary needs, event types, and client preferences to personalize future communications. |
✕ Not showcasing new menus, services, or team achievements to past clients. | Regularly update past clients on your catering business's evolution, new offerings, and successes to demonstrate continued growth and innovation. |
✕ Making win-back offers too complex or difficult to redeem. | Keep win-back incentives clear, valuable, and easy to understand and claim, removing any friction for returning clients. |
Win-back Sequence Timing Guide for Caterers
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 Caterer Specialty
Adapt these templates for your specific industry.
Beginners
- Start by creating a simple spreadsheet of all past clients with their contact info and last event date.
- Craft one basic 'remember us' email to send to clients who haven't booked in over 6 months.
- Set a reminder in your calendar to personally follow up with your top 5 past clients every quarter.
Intermediate Practitioners
- Segment your past client list by event type (e.g., corporate, wedding, private party) or spend level.
- Automate a 3-email win-back sequence using your email marketing tools, triggered after a set period of inactivity.
- Introduce a 'what's new' section in your regular newsletter to keep past clients informed of menu updates and new services.
Advanced Professionals
- Develop hyper-personalized win-back campaigns based on previous event details, suggesting specific new menus or services relevant to their past needs.
- Utilize advanced CRM features to track client lifetime value and create tiered win-back offers for high-value past clients.
- Implement A/B testing on subject lines and call-to-actions within your win-back sequences to continuously improve re-engagement rates.
Industry Specialists
- For corporate caterers, highlight new corporate lunch programs, sustainable sourcing, or healthy eating options relevant to business clients.
- For wedding caterers, remind past clients of anniversary catering options or family event services.
- For event planners, emphasize new partnerships, venue collaborations, or specialized themed menus that can enhance their future projects.
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