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A win-back email works when it is short, comes from a named person, mentions the last job, and gives one reason to act, such as an open date or a service that has come due. Each template below has a subject line and a note on when to send it. Every email needs your postal address and a working opt-out link.
Key takeaways
- Send win-back emails to customers who missed their normal cycle, using what you know about the last job.
- One email, one reason to book now, one way to reply.
- Every commercial email needs accurate sender details, a postal address and an opt-out that works.
- Remove anyone who opted out before every send, and stop after the follow-up and one last note.
- Judge the campaign by booked jobs from the segment, not by opens.
These templates are for customers who have hired you before and have gone quiet past their normal cycle. For who counts as lapsed, how to build the list and how to measure the result, read our win-back guide first. The wording below is yours to change: replace the bracketed parts with real details from the customer's record, and send from a person's address, not a no-reply box. Email to former customers falls under the federal CAN-SPAM Act, and the FTC's compliance guide says the law has no exception for messages to people who have bought from you. That means an accurate sender line, a subject that matches the message, a clear notice that it is an ad, your valid postal address, and an opt-out you explain clearly and honor within 10 business days. The guide lists penalties of up to $53,088 for each email in violation, the figure shown when we read it in October 2026. This is general information, not legal advice. Texts are a different set of rules, covered in our SMS rules guide, so these templates are email only. If you want the sends scheduled and tracked for you, see our email marketing service.
1. The footer every email needs
Paste this at the bottom of every template, and put your real address in it. Many email tools add the opt-out link and address for you, but check the preview before the first send.
Example Lawn Co., [street address, city, state, ZIP]
You're getting this ad because you've hired us before. To stop emails like this, click here: [unsubscribe link]
Use it for: every message below. Change: the address must be a real street address or a registered PO box, and the unsubscribe link must work the day you send. Test it by clicking it from a spare address.
2. Annual service that is due
For work that repeats about once a year, such as a house wash, window cleaning, a furnace tune-up or dryer vent cleaning. Send it a few weeks before your busy season.
Subject: Your [service] is due this spring
Hi [first name],
We did your [service] in [month, year]. That's about [number] months ago, so it's likely due. I have openings the weeks of [dates] and can bring the same crew lead, [crew name]. Reply with a week that works and I'll hold a day.
[Your name], Example Exteriors, (555) 010-3301
Why it works: it names the date of the last job and the crew lead. Change: only send it to customers who are actually past 12 months, or the date will look wrong.
3. Weekly customer who canceled
For a recurring customer, such as lawn, pool or cleaning, who stopped the plan. Wait a few weeks after the cancellation so it does not read as pressure.
Subject: Checking in after your [service] stopped
Hi [first name],
I noticed we stopped [service] at [address] in [month]. If something we did wasn't right, I'd like to hear it, and if it was just timing, we have a spot back on [day]. Reply or call me at (555) 010-3301.
[Your name], Example Lawn Co.
Why it works: it asks what went wrong before it asks for the work. Change: when someone answers with a complaint, reply the same day and fix it before you mention booking.
4. Seasonal customer who skipped a season
For customers who normally book once or twice a year, such as gutters or fall cleanup, and did not book last time.
Subject: We missed you last [season]
Hi [first name],
You usually book [service] with us each [season], and we didn't see you in [year]. The work still needs doing before [event, like first frost], and I'd like to fit you in. Our open days are [dates]. Want me to hold one?
[Your name], Example Gutter Co.
Why it works: it ties the date to something real, like first frost, not a made-up deadline. Change: name the actual event in your area, and never invent a limited-spots claim.
5. Early dates held for past customers
For the start of a busy season, when you want your best customers booked before the schedule opens to everyone.
Subject: Early [season] dates for past customers
Hi [first name],
Before we open [season] booking to the public, I'm offering our first two weeks to people we've worked for. Your last job was [service] in [month, year]. Reply with the days you prefer and I'll confirm by tomorrow.
[Your name], Example Exteriors
Why it works: priority is a reason to book without a discount. Change: only say this if you really hold those dates back, and keep your word on it.
6. Quote that never got an answer
For someone who got an estimate and went quiet. They may be lapsed in a different sense, since they never became customers, but the email list is still yours to use under the same rules.
Subject: Your [service] quote from [month]
Hi [first name],
In [month] I sent you a quote for [service] at [address]. If you hired someone else, great, and I'll stop writing. If you're still deciding, I can adjust the scope or answer questions, or update the number if anything has changed. Just reply.
[Your name], Example Painting Co., (555) 010-3301
Why it works: it makes it easy to say no. Change: if your quote has an expiry date, say whether it has passed. Our quote follow-up guide has the timing.
7. A service you added since the last job
For customers who bought one thing from you, when you now offer something related.
Subject: We now do [new service]
Hi [first name],
When we [last job] for you in [year], we didn't offer [new service]. We do now, and since we already know your [house/yard/building], I can quote it from your file without a visit if you'd like. Reply "yes" and I'll send it over.
[Your name], Example Exteriors
Why it works: it shows you know their property. Change: only offer services you are licensed and insured to perform in your state.
8. After a job that had a problem
For a customer whose last job had a complaint, a redo or a late arrival. This one is not marketing at all, so no discount line, no ad language and no booking button.
Subject: Following up on [month]'s visit
Hi [first name],
I've thought about how the [service] at [address] went in [month]. [Plain sentence on what went wrong.] I'm sorry about that. If there's still anything open, reply and I'll handle it myself. If everything is settled, no reply is needed.
[Your name], Owner, Example Plumbing Co., (555) 010-3301
Why it works: an apology is the best reason for someone to hire you again. Change: if the email has no sales content, it may be a transactional or relationship message, but ask a lawyer if you are unsure.
9. One-time customers invited to a maintenance plan
For customers who bought a single repair or install and could be on a plan. Send it six to twelve months after the job.
Subject: Keep your [equipment] on a schedule
Hi [first name],
We installed your [equipment] in [month, year]. A yearly check is one way to keep it running well. We offer a plan with [what's included] for [amount] a year, billed once. Reply "plan" and I'll send the terms.
[Your name], Example HVAC Co.
Why it works: it ties a plan to equipment they own. Change: use the real plan terms and price, and do not claim savings you cannot back up.
10. The one-week follow-up
For anyone who did not answer template 2, 4, 5 or 7. Send it about a week after the first email, only to people who have neither replied nor opted out.
Subject: Re: [first subject line]
Hi [first name],
A quick follow-up in case my last note got buried. The open dates are still [dates], and I can hold one for you. If now isn't a good time, tell me when to check back.
[Your name], Example Exteriors
Why it works: it asks for a timeframe instead of a yes. Change: do not use "Re:" if you want to be safe on the CAN-SPAM rule against misleading subject lines. A subject like "Following up: [topic]" says what it is.
11. The last note
For the final touch to people who never replied. Send it two weeks after the follow-up, then move them to your regular seasonal list.
Subject: Should I stop emailing you?
Hi [first name],
I've written a couple of times about your [service] and haven't heard back, which is fine. If you'd rather not get these, use the link below and I'll take you off. If you'd like a reminder next year, do nothing and I'll check back in [month].
[Your name], Example Lawn Co.
Why it works: it ends the sequence politely and keeps the door open. Change: honor the unsubscribe within the legal limit, and sooner if your tool allows.
12. Anniversary of a big job
For customers who had a larger project, such as a roof, a deck or a paint job, a year or two ago. It asks for a check-in and a referral, not a new sale.
Subject: One year since your [project]
Hi [first name],
It's been a year since we finished your [project] at [address]. How is it holding up? If anything looks off, reply and I'll send someone to look at it. And if a neighbor or friend needs similar work, I'd be glad to hear from them.
[Your name], Example Painting Co.
Why it works: it checks quality and asks for a referral without an incentive. Change: if you decide to pay or reward referrals, check your state's rules first, and keep any reward out of this email.
Where to start
You do not need twelve. Start with three:
- The footer block (1). Fix it before anything goes out.
- The email that fits your cycle (2, 3 or 4). Send it to your best fifty past customers, and book the replies by phone.
- The follow-up (10). Schedule it for a week later, to non-responders only.
Count jobs booked from the segment after thirty days. If your list lives in a spreadsheet, our email marketing guide covers how to segment it and where to send from.
Frequently asked questions
Can I email customers who haven't hired me in years?
Federal CAN-SPAM rules do not require prior opt-in for commercial email, but they do require an accurate sender line, your postal address and a working opt-out. State rules and mailbox providers add their own expectations, so keep the list clean and honor every opt-out. This is general information, not legal advice.
How many win-back emails should I send?
Three at most: the first email, one follow-up a week later and one last note two weeks after that. Then move people to your regular seasonal list.
Should a win-back email include a discount?
Not by default. An open date, a service that is due or a priority slot gives people a reason to act without teaching them to wait for a deal. Use an offer only when you can afford it for everyone who accepts.
What should I do when someone replies angry?
Reply the same day, from a person, and ask what happened. Fix the problem first and do not ask them to rebook in that message.
General information for service-business owners, not legal, tax or financial advice. Rules vary by state; check with a qualified professional for your situation.