You may have heard the adage that it costs five times as much to acquire a new customer than retain a current one. According to a Harvard Business Review article, it can be even more, depending on your industry.
No matter whether it’s five or 25 times as much, I think you’ll agree that it’s not only worth it to retain current clients, but also to reach out to past clients on a regular basis.
After all, former clients already know you and are familiar with your work, which makes it easier for them to say, “Yes, let’s get started.” But you don’t want to send out an email that says something like, “Do you have any work for me?” That comes across as sad and maybe a little desperate.
So, what DO you say?
Unlike cold email, you’ve talked to this person (and worked with them) in the past. That means you probably have some sort of insight into their business (and maybe even a personal connection). So, lead with value. Care about your client and treat them well. That doesn’t have to mean you send them champagne, but it can mean dropping them a genuine note once in a while.
Here are four ideas to stimulate your creative juices.