How often should you reach out to clients?

Consider Direct Mail and/or Email to “touch” clients 12, 24 or over 60 times per year. The most successful advisors with the most affluent clients strive for 60 or more “touches” each year–some even hit 100.

Just be certain your communication is worthwhile – personal (birthday/holiday greetings, etc), educational (interesting financial articles and information), functional (annual review reminders, invitations, etc) or helpful in some way (worksheets, tips, etc).

BUT REMEMBER: Always, ALWAYS allow your clients the option to choose which types of communication they receive (and which they do NOT want to receive). The option to opt-out or unsubscribe from emails is important, but better to start out with a friendly letter … “I’d like to provide you with ______” and receive their permission from the start. If possible, give your clients the option to select between email and physical mail.


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