Many agency owners assume the only way to hit big revenue goals is by signing brand-new clients. But landing cold leads takes time—something you don’t always have when revenue needs a boost.

One branding agency found themselves in this exact situation. They were coming up on year-end, staring at a revenue gap, and scrambling for a way to close it. They thought they needed to find a new client fast—but the real opportunity was already sitting in their inbox.

Instead of searching for new business, they re-engaged past clients and lost opportunities with a simple email. That one email sparked a series of calls that led to $2M in closed deals in just 90 days.

This wasn’t luck—it was a strategic, repeatable approach that can work for any agency. In this post, I’ll break down exactly how they did it, including the email template that started it all.

The Hidden Revenue Most Agencies Overlook

This agency was in panic mode. With just a few months left in the year, they were short of their revenue target and scrambling to find a quick solution.

Like most agency owners in this situation, their first instinct was to find brand-new clients. But signing cold leads takes time—time they didn’t have.

Instead, we took a different approach.

We focused on people who already knew and trusted them:
✔ Past clients – Businesses they had already worked with who might need more support.
✔ Lost opportunities – Prospects they had spoken with before but never signed.

These groups were the fastest path to new revenue because the relationship was already there. They didn’t need to be convinced of the agency’s value—they just needed the right offer at the right time.

So, we crafted a short, strategic email to reconnect with them.

The Email That Brought in $2M

The purpose of this email wasn’t to make an immediate sale—it was to reignite conversations with past clients and warm leads. The key was positioning it as a check-in rather than a sales pitch.

Instead of trying to push services, the email opened the door for a helpful discussion. Here’s the structure they used:

Subject: A Few Ideas for You

Hey [First Name],

Hope you’ve been doing well! I was thinking about the work we did together [or “our last conversation”] and wanted to check in.

Since we last connected, we’ve been working on [specific type of work], and a few ideas came to mind that might be useful for you based on where you were last time.

Would you be open to a quick chat next week? No pressure—just wanted to share some insights that could be helpful.

Let me know what your schedule looks like.

[Your Name]

How to Turn Email Responses Into Closed Deals

Once the email started booking calls, the agency followed a simple yet highly effective call structure to guide the conversation without making it feel like a pitch.

Step 1: Review Where They Were

Start by discussing what their challenges or goals were when you last spoke. This sets the stage for the new insights you’re about to share.

Step 2: Share New Ideas (The 70/30 Rule)

Instead of going straight into a sales pitch, they followed the 70/30 rule:

 ✔ 70% of the discussion was value-driven—ideas, insights, and potential strategies.
✔ 30% introduced solutions the agency could help implement.

By keeping the conversation focused on helping—not selling—the client felt engaged and open to hearing more.

Step 3: Book a Follow-Up for the Proposal

 If they showed interest in an idea, the agency didn’t pitch a full proposal on the spot. Instead, they scheduled a separate follow-up call to present a well-thought-out solution—allowing them to position the offer strategically instead of rushing it.

This approach helped them close $2M in projects in just three months—without cold pitching or discounting their services.

Ready To Make This Strategy Work for Your Agency?

The best part about this strategy is that it’s repeatable.

Anytime your agency is facing a revenue dip, look inward before you look outward. There’s a high chance that your next big deal is sitting in your inbox, just waiting to be re-engaged.

Bookmark this article, and customize the email template above and send it to past clients or lost opportunities this week. Start with a small batch, track your responses, and see how many calls you can book.

Your next $2M opportunity might already be in your network—you just need to start the conversation.

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