There's an asset almost every maker owns and doesn't use: the list of people who've already taken part in one of their workshops. They're the most valuable audience there is, because they've already cleared the hardest hurdle — the first time. They know you, they trusted you, they had a lovely experience. Winning them back is infinitely easier, and cheaper, than finding new customers from scratch. And yet almost no one reaches out to them, and that asset just sits there gathering dust.
Winning back someone who came just once doesn't take advertising budgets or aggressive tactics: it takes a little method and a few well-crafted messages. Let's see how.
Keep track of who took part
It all starts with something obvious but often overlooked: having a list. Name, contact, which workshop they attended and when. Without this record, every customer is lost after the first time. With it, you have a base of people to offer, at the right moment, a reason to come back. You don't need a complicated system: you just need to stop letting people who've already passed through your studio slip away.
Give them a reason to come back
People come back if they have a concrete, interesting reason, not for a generic 'come visit again'. The levers that work best:
- A next level: someone who did the beginner course is the ideal candidate for the intermediate one or a new technique.
- Something new: a new workshop, a seasonal edition, a different theme to try.
- An occasion: a holiday-themed experience, a gift idea to make for someone else.
- A small recognition for returning customers: not a measly discount, but the feeling of being a returning guest, expected and welcome.
A win-back message template
Hi [Name]! Your [object created] from last [period] came to mind — I hope it's still giving you joy! I'm writing because I've just opened [something new / the next level / a themed edition] and immediately thought of you, given how much you enjoyed [technique]. If you fancy giving it another go, you'll find everything here [link]. Either way, warm wishes! [Your name]
— Win-back message template — to personalise
Notice two details: the personal reference to what they'd made (it shows you really remember) and the concrete reason for the contact (something new, not a generic 'come back'). These are what make the difference between a welcome message and an ignored one.
Respect people's time and freedom
Winning people back doesn't mean bombarding them with messages. An occasional, well-justified contact is welcome; relentless messaging annoys and achieves the opposite effect. Pick the right moments (something new, a season, an occasion), personalise, and always leave the person free. Building a small community of returning customers over time is a marathon made of a few well-chosen messages, not lots of nagging.
Domande frequenti
- Why is it worth winning back people who've already taken part?
- Because they've already cleared the hardest hurdle, the first time: they know you, they trusted you and they had a good experience. Winning them back is much easier and cheaper than acquiring a new customer from scratch.
- How often can I reach out to a past participant?
- Occasionally and only with a concrete reason (something new, a seasonal edition, an occasion). A few well-timed messages over time work; bombarding people annoys and pushes them away.
- What makes a win-back message effective?
- Two things: a personal reference to what the person had made (it shows you remember) and a concrete reason to come back, like a next level or a new workshop. Never a generic 'come visit again'.
- Do I have to offer a discount to bring them back?
- Not necessarily: often what counts more is feeling like an expected guest and having an interesting bit of news. If you want to reward loyalty, a small welcome gesture beats devaluing your work with constant discounts.
On Handsome you keep track of who's taken part and stay in touch: turning a first visit into a return becomes natural.
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