Past customers are your cheapest leads. They already trust you. They've paid you before. They just haven't had a reason to call. This sequence gives them one.
Who to Target
- Customers who used you 3–18 months ago and haven't returned
- Customers who had a positive experience (don't run this to unresolved complaints)
- Service types with a natural repeat cycle (tune-ups, maintenance, seasonal)
Message 1 — Week 1 (Seasonal/Relevant Outreach)
"Hi [Name] — this is [Your Name] from [Company]. We took care of your [service] back in [month]. With [season] coming up, wanted to reach out and see if you need anything done before things get busy. We're booking out [X weeks] — happy to hold a spot. Just reply here. — [Name]"
Message 2 — Week 3 (Value Add)
"[Name] — quick follow-up from [Company]. We've been putting together a [seasonal offer / tip sheet] for past customers. Want me to send it over? No strings. Just something useful. — [Name]"
Message 3 — Week 6 (Final Check-In)
"Hey [Name] — last note from [Company]. We really appreciated your business and want to make sure we're still your go-to for [service]. If you ever need us, just text or call [number]. — [Name]"
Implementation Notes
- Send via SMS — 98% open rate vs. 22% for email
- Personalize with actual service and month — generic messages perform 60% worse
- Stop the sequence the moment they respond
- Run quarterly on every customer who hits the 90-day mark with no return visit
Results: → 12% average rebook rate → 100 past customers at $1,500 AJV = $18,000 recovered per campaign → Fully automated: zero staff involvement
We install and automate this sequence in 48 hours.
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