Win-back Sequence for Event Planners Email Guide
Why Win-back Sequence Emails Fail for Event Planners (And How to Fix Them)
Your calendar used to be full of their projects. Now, it's silent.
Many event planners find that past clients drift away without a clear reason. You deliver exceptional experiences, yet sometimes the follow-up falls short, leaving potential repeat business on the table.
A win-back sequence isn't about chasing old leads. It's about reactivating valuable relationships.
It reminds past clients of the success you delivered, showcases how you've evolved, and creates a compelling reason for them to choose you again. The templates below are designed to re-ignite those connections, turning past customers into future bookings.
The Complete 4-Email Win-back Sequence for Event Planners
As an event planner, 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 [PAST EVENT TYPE]? The buzz, the seamless flow, the look on everyone's faces when [KEY MOMENT] happened?
That was a truly special event we created together. We loved bringing your vision for [PAST EVENT TYPE] to life.
Seeing the [SPECIFIC POSITIVE OUTCOME, e.g., client's brand shine, guests rave about the experience] was incredibly rewarding for our team. It's been a while since we last collaborated.
We've been reflecting on some of our favorite projects, and yours always stands out. If you're planning anything new, even just brainstorming, we'd love to hear about it.
No pressure, just a friendly check-in.
Best, [YOUR NAME]
This email uses nostalgia and the peak-end rule. By reminding the client of a specific positive memory and the successful outcome, it primes them to associate your brand with positive feelings and competence. It's a low-pressure re-engagement, focusing on shared success.
The Update
Share what is new since they last engaged
Hi [First Name],
Since we last worked together on [PAST EVENT TYPE], the event has evolved. So have we.
We've invested in new [ROLE-SPECIFIC TOOL, e.g., virtual event platforms, sustainable vendor networks, advanced CRM features] to offer even more new solutions. For example, our new [NEW SERVICE/FEATURE] helps clients like you [SPECIFIC BENEFIT, e.g., simplify guest registration, track ROI more accurately, create immersive hybrid experiences].
We've also refined our approach to [ASPECT OF SERVICE, e.g., budget optimization, post-event analytics], ensuring every detail contributes to your overall success and peace of mind. Many of our clients find these new capabilities open up exciting possibilities for their next event.
Could these help you too?
Best, [YOUR NAME]
This email uses the principle of perceived progress and value addition. By highlighting specific improvements and new offerings, it demonstrates continued growth and relevance, suggesting that the planner's services are even better now than before. It addresses potential reasons for not re-engaging by showing evolution.
The Offer
Give a special incentive to return
Hi [First Name],
We genuinely value the relationship we built during [PAST EVENT TYPE]. To show our appreciation and welcome you back, we'd like to extend a special offer.
For a limited time, past clients like you can receive [DISCOUNT/BONUS, e.g., a complimentary venue sourcing report, 10% off your next full-service event package, a free consultation on event tech integration] when you book your next event with us. This isn't just a discount; it's an opportunity to experience our enhanced services and create another unforgettable event, with an added benefit just for you.
This exclusive offer is valid until [DATE]. Don't miss the chance to bring your next vision to life with us.
Best, [YOUR NAME]
This email employs the principle of reciprocity and scarcity. By offering an exclusive incentive, it creates a sense of obligation and appreciation. The time-bound nature of the offer introduces urgency, prompting quicker decision-making to avoid missing out on a perceived valuable deal.
The Final
Last chance before you move on
Hi [First Name],
This is a final reminder regarding our special offer for past clients. We truly hoped to collaborate with you again soon.
The opportunity to receive [DISCOUNT/BONUS MENTIONED IN EMAIL 3] on your next event booking will expire on [DATE]. After this, we'll assume you're not planning any events requiring our current services.
We understand that timing is everything. If now isn't right, that's perfectly fine.
We'll simply remove you from this specific win-back campaign. However, if you've been considering it, this is your last chance to secure that added value.
Let's create something extraordinary together.
Best, [YOUR NAME]
This email utilizes loss aversion and urgency. By clearly stating the deadline and the consequence of inaction (losing the offer), it emphasizes what the client stands to lose rather than just what they could gain. It creates a definitive endpoint, encouraging those on the fence to act immediately.
4 Win-back Sequence Mistakes Event Planners Make
| Don't Do This | Do This Instead |
|---|---|
✕ Relying solely on word-of-mouth for repeat business. | Implement a structured win-back sequence to proactively re-engage past clients. |
✕ Not documenting specific 'wow' moments from past events. | Keep a detailed record of client successes and positive feedback to reference in future communications. |
✕ Failing to update past clients on new services or capabilities. | Regularly share how your offerings have evolved to meet current market demands and client needs. |
✕ Offering generic discounts without personalization. | Tailor win-back offers based on their previous event type or identified future needs. |
Win-back Sequence Timing Guide for Event Planners
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 Event Planner Specialty
Adapt these templates for your specific industry.
Beginners
- Prioritize follow-up with your very first successful clients; they are your strongest advocates.
- Create a simple spreadsheet to track past event details and client preferences for easy recall.
- Send a personalized, handwritten thank-you note after their first event to build strong rapport.
Intermediate Practitioners
- Segment your past clients by event type (e.g., corporate, weddings, non-profit) for targeted win-back messages.
- Integrate your CRM to automate reminders for annual event anniversaries or seasonal outreach.
- Offer exclusive access to a new vendor network or a trend report as a re-engagement bonus.
Advanced Professionals
- Analyze past client data to predict their next potential event cycle and time your win-back sequences accordingly.
- Position new offerings as solutions to evolving industry challenges that your high-value clients face.
- Host an exclusive 'alumni' event or webinar for past clients to build community and showcase new services.
Industry Specialists
- Highlight how your specialized knowledge has deepened or expanded within their specific niche since your last collaboration.
- Showcase case studies of other clients in their industry who have achieved significant results with your updated services.
- Offer a bespoke consultation focused on their industry's unique upcoming trends or regulatory changes.
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