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The Key To Keeping Agency Clients

Author

Max Sturtevant
August 02, 2024

The Inbox Newsletter

Hey it’s Max from The Inbox Newsletter.

Little bit different of a newsletter today, as I’m going to spill some agency sauce on you.

This is the KEY to retaining clients for 12 months+.

(I actively do this and have lifelong clients)

The #1 Problem With Churn

Churn is when a client stops working with you.

Some people think churn is mostly a result of you generating bad results for them…

But that is NOT the truth at all.

95% of churn is a result of a flawed experience, not bad results.

Optimize for the experience, and you will retain clients.

What’s The Key to Client Experience?

You might hate me for saying this since it’s kinda obvious…

COMMUNICATION AND CLARITY.

You could be generating the most mediocre results of all time for a client, but if you are communicating everything you’re doing in the account with sound reasoning and justification, they will 9/10 stick with you.

Churn comes as a result of mediocre results and the client not thinking your taking action towards achieving better results.

I’ve experienced this myself.

We had a tough time with an account that was in the marijuana industry, meaning they couldn’t run ads and their funnel was a bit different.

I’ll be honest, we weren’t generating great results.

We were struggling to get the Klaviyo reveneu to 40% of total store reveneu, peaking more at about 35%.

However…

Every single week, we identified a needle-moving task we thought would help and told the client our plan.

They appreciated it a ton and felt completely in the loop.

And it proved we were on top of our shit and actively working on the account.

They ended up staying with us for 8 months, before deciding to take it in-house after my recommendation to them to save costs (funny, I helped them churn lol but thought it was best for the business).

Any other agency in my opinion would have lost them after 2 months.

The only reason we kept them was just cause we were telling them everything we were doing in the account every Monday and through the week!

Set Up A Communication Cadence

Have a systemized way to send updates to your clients.

For me, we send updates every Monday on what we did that week, how much money we made them, what we learned, and what we’re doing this week to move the needle.

That’s it!

We do a similar thing every month as well, reviewing major KPIs for clients, and giving them an in-depth report of the numbers.

Daily: Responses in Slack within 15 minutes, random updates, A/B test results

Weekly: Progress update on what we did last week, what the numbers were, and what we’re working on this week.

Monthly: Major KPI stat report with notes on what had an impact and what didn’t.

Be completely clear and transparent on where you’re at at all times!

This is THE #1 key to client retention.

Did you know I have a private community?

Message I received in the community yesterday

We’ve got 292 active members in the group posting sauce, asking questions, getting email reviews, and more.

I personally respond to EVERY post, giving my feedback.

I also make an EXCLUSIVE post in the community every single day that you won’t find anywhere else.

This community comes as a bonus with my 134 email design templates product. Learn More »

Email Inspiration Of The Day

Brand:
Dr. Squatch

Email Design:
https://drive.google.com/file/d/1i1QixuxXbIaOVsGHlrZHND3DmKIH2fVm/view?usp=sharing 

Notes:
This is how you properly execute a blog email!

PERFECT template for blogs… headline, quick body copy selling the click, and button right at the top of the email. Then a branded photo, then some product recommendations based on the blog.

We’ve found this to be the highest converting layout and would recommend you use the same!

Hero Section Template #1

Here’s a great outline for your blog emails just like the Dr. Squatch email!

If you want access to a bank of 134 mix and match templates like this equating to over 5,000+ possible email designs, click here » 

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max

PS - If you want to join a community of 100+ members with daily tips from me, get feedback / support 24/7, AND get design templates that can make 5,000+ unique email designs click here » 

PPS - If you run an ecom brand and want to have a 15 minute strategy session with me, book a call here »