Key facts
- Past customers already know you, so a short, friendly note is often the easiest win you have.
- Anyone who unsubscribed, complained or asked you to stop.
- You can also find your old contact at their new company.
- Remove anyone who unsubscribed or asked you to stop.
What should the email say?
Keep it short and human. Mention what they bought, ask how things are going, and share one thing that has changed since. One question at the end is enough.
Who should I leave off the list?
Anyone who unsubscribed, complained or asked you to stop. Leave them off for good, even if the list is old.
What if my old contact left the company?
Their old work email will bounce. Look up who holds the role now, and write to them as a new person who may not know you. You can also find your old contact at their new company.
How to win back past customers by email
- Clean the list
Remove anyone who unsubscribed or asked you to stop.
- Check the addresses
Run the old emails through a check before you send.
- Replace people who left
Find who now holds the role, and where your old contact went.
- Write a short note
Mention the past work, ask one question and include an opt out.
- Follow up once or twice
Space follow ups a few days apart, then stop.
When does Buzzlist fit, and when does it not?
It fits when
- You want to find who replaced your old contact at a past customer.
- You want to find your old contact at their new company.
It does not fit when
- You only want to mail your existing list as it is. Your current email tool can do that.
Questions people ask next
Is it legal to email past customers?
In the US, commercial email needs an honest subject line, your business address and a working opt out. Honor every opt out quickly.
How many emails should I send them?
One note and one or two short follow ups is plenty. Past customers deserve a lighter touch than strangers.
Should I offer a discount?
Not in the first email. Start with a real question. Save any offer for someone who replies.