New Year Sequence for Estate Planners Email Guide
Why New Year Sequence Emails Fail for Estate Planners (And How to Fix Them)
Another year ends, and you're left wondering if you truly maximized every client relationship, every service opportunity. Many estate planners find themselves in this position, letting valuable touchpoints slip by in the rush of daily work.
But what if you could proactively set the stage for your firm's most successful year yet? What if you could guide your clients to reflect on their past, envision their future, and see your services as the clear path to achieve it?
This New Year sequence is designed to do exactly that. It helps you re-engage your client base, identify new needs, and position your firm as the essential partner for their evolving estate planning goals.
The Complete 4-Email New Year Sequence for Estate Planners
As an estate planner, your clients trust your recommendations. This 4-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Reflection
Help them review the past year and identify gaps
Hi [First Name],
The holidays are fading, and the quiet hum of a new year is settling in. You've closed files, helped families, and navigated complex situations.
But as you look back, did every client conversation lead to a deeper engagement? Did every interaction uncover a potential gap in their existing plan?
It's easy to get caught in the day-to-day, checking tasks off a list. Yet, true client retention and growth comes from strategic reflection, for both you and them.
This is the perfect time to help your clients review their year, consider life changes, and identify areas where their estate plan might need a fresh look. We'll explore how to guide them through this reflection in the coming days.
Best, [YOUR NAME]
This email uses the 'foot in the door' technique by asking rhetorical questions that prompt self-reflection. It subtly creates a need by highlighting potential missed opportunities without directly selling. The focus is on the client's past year, not your services, making it feel helpful and non-salesy.
The Vision
Paint a picture of what their next year could look like
Hi [First Name],
Last time, we talked about looking back. Now, let's look forward, specifically, through your clients' eyes.
What does peace of mind look like for them in the coming year? Is it securing a new legacy for grandchildren, protecting a growing business, or simply knowing their loved ones are cared for?
Many clients have a vague idea of their future goals, but haven't translated them into concrete estate planning actions. This is where your guidance becomes invaluable.
By helping them articulate their vision, you don't just offer services; you offer the path to achieving their deepest desires and protecting what matters most. We're almost ready to show you how to connect their vision directly to the solutions you provide.
Best, [YOUR NAME]
This email employs 'future pacing' by inviting the reader to visualize a positive outcome. It connects abstract desires to concrete planning, subtly positioning the estate planner as the enabler of that vision. This builds perceived value before any offer is made.
The Fresh Start
Present your offer as the catalyst for change
Hi [First Name],
We've reflected on the past, envisioned the future. Now, it's time for action.
A fresh start for your clients means a plan that evolves with their lives. Introducing the [PRODUCT NAME], a complete solution designed to help your clients review their current estate plans, identify new goals, and implement necessary updates with clarity and confidence.
With [PRODUCT NAME], you guide them through: • Proactive annual reviews to catch changes early. • Structured discussions to uncover new family or financial developments. • Efficient processes to update documents, ensuring their wishes are always current. This isn't just about documents; it's about providing continuous peace of mind and demonstrating your firm's commitment as a true lifetime partner.
Enrollment for [PRODUCT NAME] is now open. Give your clients the gift of a truly secure new year, and position your firm for sustained growth. [CTA: Enroll now →]P.S.
We are offering a personalized onboarding session for [A LIMITED NUMBER] of firms who enroll early to tailor [PRODUCT NAME] to your specific practice needs. [CTA: Claim your spot]
Best, [YOUR NAME]
This email uses the 'problem-solution' framework. It directly presents the [PRODUCT NAME] as the answer to the previously established need for reflection and future vision. The bullet points provide clear benefits, and the P.S. Creates urgency and adds perceived value through a bonus.
The Momentum
Create urgency before New Year motivation fades
Hi [First Name],
New Year's resolutions, fresh starts, renewed focus, these motivations are powerful, but often fleeting. Your clients are no different.
They have good intentions to review their estate plan, to finally get things in order. But without a clear path, without your proactive guidance, those intentions can easily get lost in the demands of daily life.
The [PRODUCT NAME] provides that clear path. It's the system that transforms good intentions into concrete actions, ensuring their estate plan remains current and effective, all year long.
Don't let this crucial window of motivation close. Position your firm as the catalyst for lasting change and continuous protection.
Enrollment for [PRODUCT NAME] closes on [DATE]. Secure your access now and help your clients maintain their New Year momentum where it matters most. [CTA: Final chance to enroll →]
Best, [YOUR NAME]
This email uses the psychological principle of 'loss aversion' and 'scarcity.' It reminds the reader of the fleeting nature of motivation and positions the [PRODUCT NAME] as the solution to prevent that loss. The clear deadline creates urgency, prompting immediate action.
4 New Year Sequence Mistakes Estate Planners Make
| Don't Do This | Do This Instead |
|---|---|
✕ Waiting for clients to initiate annual reviews. | Proactively schedule annual review invitations through your CRM, framing it as a vital check-up for their evolving life. |
✕ Focusing only on document creation, not ongoing client relationships. | Shift your mindset to being a 'lifetime planning partner,' offering continuous support and education beyond initial document signing. |
✕ Underestimating the value of simple, consistent client communication. | Implement a monthly or quarterly email newsletter sharing relevant estate planning insights, firm updates, or local events. |
✕ Failing to identify new service opportunities within existing client relationships. | Develop a structured questionnaire for annual reviews that uncovers new assets, family changes, or business ventures requiring updated planning. |
New Year Sequence Timing Guide for Estate Planners
When you send matters as much as what you send.
The Reflection
Help them review the past year and identify gaps
The Vision
Paint a picture of what their next year could look like
The Fresh Start
Present your offer as the catalyst for change
The Momentum
Create urgency before New Year motivation fades
Start the last week of December, peak on January 1st.
Customize New Year Sequence for Your Estate Planner Specialty
Adapt these templates for your specific industry.
Trust Attorneys
- Highlight the importance of trust funding updates, especially after significant asset changes or new investments.
- Educate clients on evolving trust administration laws and how they might impact their existing structures.
- Offer workshops or webinars on common trust pitfalls and how proactive planning avoids them.
Elder Law Attorneys
- Emphasize the need to review healthcare directives and powers of attorney annually, given changing health statuses.
- Discuss long-term care planning strategies in the context of new financial situations or family support structures.
- Provide resources and guidance on handling government benefits, linking it to their overall estate plan.
Probate Attorneys
- Focus on preventative planning by showing how a well-structured estate plan can minimize probate complexities and costs for heirs.
- Offer 'what if' scenarios to illustrate the peace of mind that comes from avoiding common probate delays.
- Position annual reviews as a way to ensure all assets are titled correctly, avoiding unforeseen probate issues down the line.
Estate Tax Planners
- Regularly update clients on federal and state estate tax law changes and their potential impact on wealth transfer.
- Review gifting strategies and charitable contributions as part of the annual planning cycle to improve tax outcomes.
- Discuss business succession planning in conjunction with estate tax implications for business owner clients.
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