Win-back Sequence for Copywriters Email Guide
Why Win-back Sequence Emails Fail for Copywriters (And How to Fix Them)
You poured hours into a project, delivered stellar copy, and then… silence. Your client simply stopped responding.
Many copywriters experience the frustration of an one-off project. A client hires you for a specific task, you deliver, and then they vanish.
It feels like wasted effort, and it leaves potential revenue on the table. That's where a strategic win-back sequence becomes invaluable.
It’s not about begging for work; it’s about rekindling a relationship, reminding them of the value you provided, and offering a clear path to continue working together. It transforms a 'lost' client into a future opportunity.
The templates below are designed to do exactly that. They help you re-establish contact, share updates, and present compelling reasons for past clients to re-engage with your services.
The Complete 4-Email Win-back Sequence for Copywriters
As a copywriter, 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],
I was reviewing some past projects recently and yours immediately came to mind. Specifically, the [specific outcome] we achieved with that [type of copy] you needed.
It was a solid win, and I remember how pleased you were with the [specific result or feedback]. It made me wonder if you're currently facing similar [challenge] where fresh, strategic copy could make a significant impact.
Perhaps a new product launch, a website refresh, or a campaign that needs to convert. If so, I'd be happy to brainstorm some ideas.
No pressure, just a chat.
Best, [YOUR NAME]
This email employs the principle of **anchoring and retrieval**. By reminding them of a past positive experience and specific results, you anchor their perception of your value. It triggers positive memories and makes them more receptive to considering future work.
The Update
Share what is new since they last engaged
Hi [First Name],
Since we last collaborated on [past project type], I've been refining my approach and expanding my capabilities. One area I've focused on is [new skill/service, e.g., advanced conversion copywriting, long-form sales pages, specific niche expertise].
I've developed new frameworks that are delivering even stronger results for clients in [relevant industry/situation]. For example, I recently helped a client [brief, non-numeric example of success with new skill].
This is the kind of expanded solution I can now bring to your projects. If you're tackling any new marketing challenges, or just curious about how these updates could benefit your current goals, let's connect.
Best, [YOUR NAME]
This email uses the **novelty effect and perceived expertise**. By highlighting new skills and refined processes, you demonstrate continuous growth and present yourself as an even more valuable resource. It suggests you're staying ahead, making your services more attractive.
The Offer
Give a special incentive to return
Hi [First Name],
As a valued past client, I wanted to extend a special invitation to you. I know how critical compelling copy is for your business.
To help you tackle your next big project, I'm offering a [specific incentive, e.g., complimentary strategy session, a discount on your next project, an upgrade to a premium service tier] exclusively for clients like you who return before [DATE]. This isn't an offer I make often, but I genuinely enjoy working with you and want to make it easier for us to collaborate again.
Consider it my way of saying thank you for your past business and showing you what's possible with renewed focus on your copy. Ready to explore?
Reply to this email or book a call here: [LINK TO SCHEDULING TOOL]
Best, [YOUR NAME]
This email triggers **reciprocity and loss aversion**. The special offer for past clients makes them feel valued, activating the desire to reciprocate. The time-sensitive nature of the incentive also creates a fear of missing out, encouraging quicker action.
The Final
Last chance before you move on
Hi [First Name],
This is my final message regarding the special re-engagement opportunity I extended earlier. The [specific incentive, e.g., complimentary strategy session, special project rate] I mentioned will conclude on [DATE].
After this, my standard rates and availability will apply. I understand you're busy, but I wanted to ensure you had every chance to take advantage of this if it aligns with your current needs for high-converting copy.
If you're still considering a project or have any questions about how my services can help you achieve your goals, now is the time to reach out. Don't let this opportunity pass.
Respond here or schedule a quick chat: [LINK TO SCHEDULING TOOL]
Best, [YOUR NAME]
This email powerfully uses **scarcity and urgency**. By clearly stating the deadline and the impending loss of the special offer, it creates a sense of immediate need to act. The 'final message' framing psychologically nudges those who have been procrastinating.
4 Win-back Sequence Mistakes Copywriters Make
| Don't Do This | Do This Instead |
|---|---|
✕ Believing past clients will automatically remember your specific results. | Proactively remind them of the tangible outcomes and value you delivered on previous projects. |
✕ Sending a 'checking in' email without any new value or specific reason to reconnect. | Always offer a fresh perspective, a new service, or a unique insight that speaks to their evolving business needs. |
✕ Treating a win-back sequence like a cold outreach and immediately pitching services. | Focus on rekindling the relationship and demonstrating continued expertise before making a direct offer. |
✕ Underestimating the power of a multi-step sequence and giving up after one or two emails. | Design a strategic, spaced-out sequence that builds anticipation and provides multiple touchpoints for re-engagement. |
Win-back Sequence Timing Guide for Copywriters
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 Copywriter Specialty
Adapt these templates for your specific industry.
Sales Copywriters
- Emphasize the direct revenue impact of your copy by referencing specific sales increases or conversion rate improvements from past projects (qualitatively, no numbers).
- Highlight any new frameworks or psychological triggers you've mastered for higher-converting sales pages, VSLs, or product descriptions.
- Suggest an audit of their current sales funnels to identify missed opportunities for stronger copy.
SEO Copywriters
- Reference recent shifts in search engine algorithms and how your updated strategies ensure their content remains visible and competitive.
- Offer insights into new keyword research techniques or content formats (e.g., pillar pages, topic clusters) that could benefit their organic traffic.
- Propose a content refresh for their existing high-value pages, demonstrating how updated SEO copy can reignite performance.
Email Copywriters
- Discuss evolving email engagement strategies, such as advanced segmentation, personalization tactics, or interactive email elements, and how you can implement them.
- Share how you're helping clients build more sophisticated email automation sequences that nurture leads and drive sales on autopilot.
- Suggest a review of their current email metrics (open rates, click-throughs, conversions) to pinpoint areas where stronger copy can make a difference.
Brand Copywriters
- Talk about maintaining brand voice consistency across new marketing channels or product launches, ensuring every message reinforces their identity.
- Offer to help them craft compelling brand narratives for new initiatives, investor pitches, or internal communications that resonate deeply.
- Suggest a brand messaging audit to ensure their values and unique selling propositions are clearly articulated in all their communications.
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