How To Keep Clients For A Very Long Time...

Hey there,

Today, I’m diving into our internal Agency operations.

This email is going to be incredibly tactical and process driven.

Communication cadence is one of the most important factors in a long-lasting client relationship.

If you don’t have this dialed in, you’ll see your clients drop like flies.

Our agency currently has a 14 month client tenure period.

This means on average, if we sign a client today, we will keep them until August 2025.

Here’s our exact structure for how we communicate with clients to retain them for this period of time.

Daily Communication Cadence

Our Account Managers are trained to immediately reply to all client Slack messages as their first priority of the day.

With our team and clients being scattered all over the world, there are periods of the day where our clients may be online asking questions and certain team members are offline.

Hence this is a priority for the first task of the day.

We train our Account Managers to:

• Respond to any Slack messages promptly.

• Acknowledge that you’ve received their message if there is something you need to look into.

• Don’t start looking into the issue before you’ve acknowledged this.

• We want the client to always know that we are taking care of the issue.

Weekly Communication Cadence

On a weekly basis, we have the following three communication cadence:

• Weekly Priorities Message (Every Monday morning)

• Weekly Client Meeting

• Mid-Week Check In Message/Wins

Let’s break down each one…

Weekly Priorities Message:

At the start of each week, we provide clients with the upcoming priorities and deliverables.

This includes any urgent tasks or deadlines, and a recap of the previous week's achievements or successes.

This proactive communication ensures alignment and clarity on objectives, setting the stage for a productive week ahead.

In terms of reporting, we should focus on the following in this message:

• Total revenue generated in the past week

• The best performing campaign in the past week

• Any flow that's had an above average performance in the past week

• The Klaviyo attributed revenue

Here is an example of a Weekly Priorities Message sent by one of our Account Managers:

Weekly Client Meeting

This process is broken down into three main phases:

• Pre-Meeting Preparation

• Client Weekly Call

• Post-Meeting Summary

1/ Pre-Meeting Preparation:

In preparation for the Weekly Client Calls, each Client Success Manager puts together a brief summary of all the tasks that were started/completed since the previous meeting.

They will also create a list of small wins and learnings from the past week.

2/ Client Weekly Call:

Our Client Weekly Calls run any time between 15 - 30 minutes.

These are the key points we cover:

• All the campaigns/flows/general email work that was completed since last meeting.

• Upcoming emails for the week and when they should receive drafts by.

• Any upcoming promotions/holidays that should be on our radar.

• Summary of the past weeks results plus any learnings from these campaigns/flows.

• Any urgent issues/questions that need to be discussed or feedback they have for our service.

Although a lot of this information is constantly being shared with the client through Slack/Asana, you can never provide them with too much information.

Remember, clients never leave because an agency overcommunicated with them...

Some of these points are easier discussed over a video call than through constant back and forth messaging.

Clients are also busy throughout the week running their business and some of those message updates may get missed.

3/ Post-Meeting Summary:

After the meeting, a Post-Meeting Summary will be added on Asana.

This will be concise and is usually presented in bullet points.

Our CSM's add this as a task in our internal Asana calendar for each client with the brief summary being presented in the description of this task.

The 3 main points we want to cover are the following:

• Summary of items discussed

• Issues presented by client

• Next Steps

This is what it looks like on Asana.

We also use a tool called Fireflies AI

This tool automatically transcribes and summarises our conversation and sends a summary in an email to all meeting attendees.

Mid-Week Check In Message/Wins

Throughout the week, if we see any good wins across client accounts, we will share a quick update on Slack.

This increases the number of touchpoints we have with clients throughout the week whilst giving us valuable information to share with them.

Monthly Reporting Cadence

Thanks to Klaviyo's new reporting capabilities, we can generate comprehensive reports that include:

• a month-over-month analysis of campaigns and flows.

• a year-over-year comparisons to track long-term performance trends.

• analyses of list growth

• peer group comparisons to benchmark performance against industry standards

• insights into deliverability metrics.

This holistic view enables clients to gain a deep understanding of their email marketing performance and helps us identify actionable insights for optimization.

Note: This is sent within the first 3 days of the new month.

There you have it.

A step-by-step breakdown of our communication cadence with clients for maximum client retention.

Start implementing this and see your LTV increase!

See you in the next one.

Tarun.

PS: If you’re an ecommerce brand making over 70K/month and you need help with your email channel, book a call here.