Win-back Sequence for Marketing Consultants Email Guide
Why Win-back Sequence Emails Fail for Marketing Consultants (And How to Fix Them)
A past client just posted about a competitor's success story. You helped them achieve similar results, but they've forgotten.
It's easy to focus solely on acquiring new clients, but ignoring your past relationships leaves significant revenue on the table. Many marketing consultants find themselves constantly chasing fresh leads while valuable connections fade.
A win-back sequence isn't about desperation. It's about strategically reminding former clients of the tangible value you delivered, highlighting your evolution, and making it easy for them to re-engage.
It's about nurturing existing trust into new opportunities. The templates below are designed to re-ignite those conversations, making your past clients feel valued and eager to explore your current solutions.
The Complete 4-Email Win-back Sequence for Marketing Consultants
As a marketing consultant, 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 [specific project/service name, e.g., their initial content strategy, lead generation campaign]. I was looking back at the work we did for [CLIENT'S COMPANY NAME] and remembered the [specific positive result, e.g., increase in website traffic, improved conversion rates, stronger brand messaging] we achieved.
That project was a great example of how [YOUR COMPANY NAME] helps clients like you [reiterate core value proposition, e.g., connect with their audience, improve their marketing spend, build a digital presence]. If you've been thinking about [related challenge they might face now, e.g., refreshing your strategy, tackling a new market], I'd love to hear how things are going.
No pressure, just checking in.
Best, [YOUR NAME]
This email uses the 'foot-in-the-door' technique by starting with a positive memory. It avoids selling by focusing on past success and opening a low-commitment conversation, making the recipient feel valued rather than targeted for a sale.
The Update
Share what is new since they last engaged
Hi [First Name],
Since we last connected, the marketing has shifted significantly. We've been busy adapting our strategies and expanding our solutions to meet these new challenges.
For example, we've recently refined our approach to [mention a new service area or methodology, e.g., AI-driven content audits, advanced CRM integration, hyper-targeted ad strategies] to help our clients achieve even stronger results. Many of our current clients are finding immense value in [mention a specific new feature or outcome, e.g., our updated competitor analysis framework, our new reporting dashboards, our workshops on emerging platforms].
It's designed to help them [specific benefit]. I thought you might find this relevant, especially if you're still aiming to [revisit a past goal or introduce a new one, e.g., dominate your niche, simplify your marketing operations, scale your brand's reach].
Best, [YOUR NAME]
This email uses the 'novelty effect' by introducing new information. It positions you as an evolving expert, providing value even before a re-engagement by informing them of industry shifts and your updated capabilities, subtly suggesting they might be missing out.
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 appreciate the trust you placed in us previously, and we'd love to help you achieve your next big marketing win.
For a limited time, we're offering [specific incentive, e.g., a complimentary strategy session focused on your current challenges, a 15% discount on your first month of our retainer services, an exclusive audit of your current [specific marketing area]]. This is our way of saying thank you and making it easier for you to experience the advancements we've made.
It's a chance to explore how our updated solutions can directly benefit your business today. If you're ready to explore [specific benefit, e.g., new growth opportunities, improved campaign performance, a more efficient marketing workflow], simply reply to this email or book a call here: [LINK TO SCHEDULING SOFTWARE].
Best, [YOUR NAME]
This email uses the principle of 'reciprocity' and 'scarcity'. By offering a special incentive, you create a sense of obligation and value. The limited-time nature adds urgency, prompting quicker action from a segment of your audience already familiar with your work.
The Final
Last chance before you move on
Hi [First Name],
This is the last time I'll reach out regarding our special re-engagement offer. We've enjoyed helping you in the past, and we genuinely believe we can continue to be a valuable asset to your marketing efforts.
If you've been considering [re-engaging, exploring new services, taking advantage of the offer], now is the time to act. The [specific incentive, e.g., complimentary strategy session, discount] expires on [DATE].
We understand you're busy, and if our paths don't align right now, that's perfectly fine. We'll continue to share valuable insights through our regular newsletter, which you'll still receive.
However, if you feel there's a conversation to be had about how we can help you achieve [specific future goal, e.g., your Q4 marketing targets, a stronger online presence, more qualified leads], please don't hesitate to connect before [DATE].
Best, [YOUR NAME]
This email employs 'loss aversion' and 'finality'. By clearly stating this is the last opportunity, it creates a sense of potential loss for those who might have been procrastinating. It also provides a graceful exit, maintaining goodwill while prompting a decision.
4 Win-back Sequence Mistakes Marketing Consultants Make
| Don't Do This | Do This Instead |
|---|---|
✕ Only focusing on new client acquisition instead of nurturing past relationships. | Implement a structured win-back sequence using your CRM to regularly re-engage former clients with updates and exclusive offers. |
✕ Sending generic 'checking in' emails without specific value or context. | Tailor your win-back messages by referencing past projects and specific results, reminding them of the unique value you provided. |
✕ Failing to showcase how your services have evolved or improved since they last engaged. | Actively highlight new solutions, methodologies, or tools you've adopted that address current market challenges and offer enhanced benefits. |
✕ Not providing a clear, low-friction path for re-engagement. | Include clear calls to action in your emails, such as 'Reply to this email' or 'Book a 15-minute discovery call' with a direct link to your scheduling software. |
Win-back Sequence Timing Guide for Marketing Consultants
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 Marketing Consultant Specialty
Adapt these templates for your specific industry.
Brand Consultants
- Reference past brand identity projects and the positive market perception or internal alignment they achieved.
- Highlight new services like employer branding, brand architecture refinement, or crisis communication strategies.
- Offer a complimentary 'brand health check' to identify current opportunities or inconsistencies.
Digital Marketing Consultants
- Remind them of specific campaign successes (e.g., 'remember that Google Ads campaign that boosted conversions?').
- Share updates on new platforms, algorithm changes, or AI tools you've integrated into your strategies.
- Propose a free 'digital footprint analysis' to show where they stand against competitors today.
Content Strategy Consultants
- Recall successful content pieces or campaigns you created that drove engagement or authority.
- Introduce new content formats you're specializing in (e.g., interactive content, video series, thought leadership frameworks).
- Offer a 'content gap analysis' to uncover missed opportunities in their current content plan.
SEO Consultants
- Mention specific keyword ranking improvements or organic traffic gains from past projects.
- Detail how you're adapting to new search engine updates, core web vitals, or local SEO advancements.
- Provide a complimentary 'technical SEO audit' to identify immediate areas for improvement.
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