Win-back Sequence for Lawyers Email Guide
Why Win-back Sequence Emails Fail for Lawyers (And How to Fix Them)
A past client just called a competitor. You lost out on billable hours, and trust, all because you didn't stay connected.
Many law firms find that a significant portion of their past clients will engage with a well-timed outreach, often returning for new matters when prompted. It's far easier to reactivate a previous relationship than to cultivate a brand new one.
That's what a win-back sequence does. It reignites dormant relationships, reminds clients of the value you provided, and positions your firm as their go-to legal resource for future needs.
This strategy helps you recapture valuable clients without the heavy investment of new client acquisition. The templates below are designed to bring those valuable clients back to your practice, without sounding desperate or pushy.
The Complete 4-Email Win-back Sequence for Lawyers
As a lawyer, 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],
It's been a while since we worked together on your [specific case type] matter. I was thinking about how we [achieved specific positive outcome, e.g., successfully navigated that complex acquisition, secured that crucial patent, resolved that employment dispute].
That case was a testament to [firm's specific value, e.g., our meticulous preparation, our strategic negotiation, our deep understanding of the law]. We were committed to achieving the best possible result for you, and I believe we delivered.
Your success is always at the forefront of our practice. We understand that legal needs can arise unexpectedly, and we want to ensure you always have a trusted advisor when they do.
If you have any new legal questions or needs, please don't hesitate to reach out. We're here to help.
Best, [YOUR NAME]
This email uses nostalgia and the principle of reciprocity. By reminding the client of a past positive outcome and the value provided, it re-establishes a positive emotional connection. It also subtly positions the firm as a reliable partner, making the client feel valued and understood.
The Update
Share what is new since they last engaged
Hi [First Name],
Since we last connected, the legal around [relevant area, e.g., data privacy, intellectual property, business compliance] has continued to evolve. Keeping up with these changes can be a significant non-billable task for busy professionals.
Our firm has been actively monitoring these developments and has expanded our resources and expertise in [new or updated service area]. We've also integrated [PRODUCT NAME] into our practice, which has refined our client intake and case management processes, allowing us to serve clients even more efficiently.
We're always looking for ways to provide greater value and ensure our clients are well-prepared for what's ahead. This means staying ahead of emerging legal challenges and adopting tools that enhance our service delivery.
If you're facing new challenges or have questions about how recent changes might impact your business or personal affairs, we'd be glad to discuss them. Consider this an open invitation to reconnect.
Best, [YOUR NAME]
This email establishes authority and relevance. By highlighting recent industry changes and the firm's adaptation, it positions the firm as proactive and knowledgeable. Mentioning [PRODUCT NAME] demonstrates a commitment to efficiency and modern practice, appealing to a client's desire for effective legal service.
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. We understand that sometimes, simply getting started on a new legal matter can feel like a hurdle.
To make it easier for you to address any pending legal needs, we're offering a complimentary [15-minute consultation / document review / strategy session] for the next [10 days]. This is an exclusive opportunity for our previous clients to reconnect and get tailored advice without immediate commitment.
This isn't an offer we extend widely; it's our way of showing appreciation for your past business and making it simple for you to experience our continued commitment to your success. Think of it as a low-friction way to discuss potential new matters.
Don't let minor legal concerns grow into larger issues. Take advantage of this limited-time offer to ensure your affairs are in order.
Simply reply to this email to schedule your session.
Best, [YOUR NAME]
This email uses exclusivity and scarcity to drive action. By framing the offer as 'special' and 'exclusive' for past clients, it creates a sense of privilege. The time limit ('next 10 days') adds urgency, prompting immediate consideration rather than procrastination. The low-commitment offer reduces perceived risk.
The Final
Last chance before you move on
Hi [First Name],
This is a final note regarding the special invitation I extended last week. The opportunity for a complimentary [15-minute consultation / document review / strategy session] designed exclusively for our past clients is closing on [DATE].
We truly value the relationship we built during your previous engagement with our firm. This offer was created to ensure you continue to have access to our expertise and support as your legal needs evolve.
We won't be extending this specific offer again for quite some time. Many past clients have already taken advantage of this to discuss everything from new business ventures to estate plan updates, finding immense value in the focused discussion.
If you've been considering it, now is the moment to act. Don't miss out on this chance to address your legal questions or review your current situation with us.
Simply reply to this email before [TIME] on [DATE] to secure your slot.
Best, [YOUR NAME]
This email employs the principle of loss aversion. By emphasizing that this is the 'final chance' and that the offer 'won't be extended again for quite some time,' it highlights what the client stands to lose by not acting. Social proof ('Many past clients have already taken advantage') further validates the offer's value and encourages compliance.
4 Win-back Sequence Mistakes Lawyers Make
| Don't Do This | Do This Instead |
|---|---|
✕ Failing to follow up after a case closes, assuming client will return automatically. | Implement a structured client off-boarding process that includes a future check-in schedule, ensuring continued engagement points. |
✕ Only reaching out when there's an immediate, urgent need for new business. | Share valuable, non-salesy content regularly, such as legal updates or insights, positioning your firm as a thought leader. |
✕ Using generic, impersonal email templates for past clients. | Personalize win-back emails by referencing specific past work or demonstrating knowledge of their current situation or industry. |
✕ Not clearly defining the value or incentive for a past client to return. | Offer a tangible, low-friction incentive like a complimentary consultation or a review of a specific document. |
Win-back Sequence Timing Guide for Lawyers
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 Lawyer Specialty
Adapt these templates for your specific industry.
Business Lawyers
- Offer a 'Business Health Check' to review compliance, contracts, and potential liabilities.
- Highlight recent changes in corporate governance, employment law, or industry-specific regulations that could impact their business.
- Suggest a proactive risk assessment for their current operations or expansion plans.
Estate Planning Lawyers
- Remind clients about significant life events (marriage, birth, divorce, death) that necessitate updating their estate plan.
- Offer a review of beneficiary designations or asset titling to ensure alignment with their current wishes.
- Discuss new tax laws or changes in probate procedures that could affect their existing plan.
IP Lawyers
- Inform clients about new challenges in protecting digital assets or emerging IP threats relevant to their industry.
- Offer an 'IP Portfolio Health Check' to identify gaps in protection or opportunities for new registrations.
- Provide updates on recent landmark cases or legislative changes in patent, trademark, or copyright law.
Employment Lawyers
- Alert clients to new state or federal employment regulations, such as minimum wage changes or new leave laws.
- Offer a review of their current employee handbooks or HR policies for compliance and best practices.
- Discuss strategies for managing remote workforces or addressing new workplace dynamics effectively.
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