By the Outsquid team · · How we write
Cold email template to win back a former customer
An email to a company that used to be a customer, addressing why they left and what's different now.
When to use it
A customer cancelled a while ago, and you've since fixed the reason they gave or shipped what they were missing.
The template
Subjectyou were right about [their reason for leaving]
Hi {{firstName|there}},
When {{company|your team}} left [your product] in [month], you told us [their reason, e.g. "the reporting didn't go deep enough"]. You were right.
We've since [what you changed]. [Customer] uses it to [result].
If you'd like to try it, I can set your account back up — [offer, e.g. "with your old data and a month free"]. Interested?
Use this template in OutsquidOpens it in the editor, ready to change · 14-day free trial
Other subject lines
[missing feature] is here{{company|your team}} and [your product], again
Why it works
- Agreeing with their reason for leaving is disarming.
- It shows the fix, not just a promise.
- A concrete offer makes coming back low-effort.
Make it yours
The template is the frame. These are the parts that earn the reply:
- The reason they gave for leaving, from your notes.
- What you changed, and an offer you can actually honour.
Before you send
- Fill in every [bracketed] part, and preview the email for a few real prospects — especially ones with missing fields. Writing follow-ups
- Send from a domain with SPF, DKIM and DMARC set up, and check it before the first campaign. Free DNS checker
- Ramp new mailboxes up slowly and keep each one to a modest daily volume. Ramping up a new mailbox
- Say who you are, give people an easy way to opt out, and stop when they ask. Unsubscribes in cold email