Re-engagement Sequence for Estate Planners Email Guide
Why Re-engagement Sequence Emails Fail for Estate Planners (And How to Fix Them)
A past client's life just changed dramatically, a new marriage, a new child, a significant inheritance, and they didn't think to tell you, leaving their estate plan vulnerable. Many estate planners find that even satisfied clients can drift away over time, becoming 'dormant' in your CRM.
You invest significant time and effort to acquire new clients, but the cost of re-engaging a past client is often a fraction of that. A strategic re-engagement sequence isn't just about chasing old leads.
It's about nurturing valuable relationships, reminding clients of the critical peace of mind your services provide, and positioning yourself as their lifelong trusted advisor. It reactivates goodwill, uncovers new needs, and ensures their plans remain current and effective.
The templates below are designed to cut through the noise, gently pull past clients back into your orbit, and open doors for renewed conversations about their evolving needs.
The Complete 4-Email Re-engagement 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 Miss You
Acknowledge the silence and show you care
Hi [First Name],
It's been a little while since we last connected, and I wanted to reach out. Life moves quickly, and with each passing season, circumstances can shift in ways we don't always anticipate.
New family members, new assets, new goals, they all impact the effectiveness of your estate plan. My priority has always been to ensure your peace of mind, knowing your legacy and loved ones are protected.
I often think of my clients and the important work we've done together. If anything has changed for you or if you simply have a question, please don't hesitate to reply.
No pressure, just a friendly check-in.
Best, [YOUR NAME]
This email uses the principle of "social proof" in a subtle way by implying an ongoing relationship. It also uses the "reciprocity principle" by offering value (a check-in, peace of mind) without asking for anything in return, making the recipient more likely to engage later.
The Value Reminder
Remind them why they subscribed
Hi [First Name],
Do you ever wonder if your estate plan is truly keeping pace with your life? Many people create a plan and then set it aside, assuming it's done forever.
But life doesn't stand still. A new grandchild, a change in health, a new investment, each can subtly shift the effectiveness of your carefully constructed plan.
What was perfect yesterday might create unintended complexities tomorrow. My role is to help you handle these evolving landscapes, ensuring your wishes are honored and your loved ones are protected, no matter what comes next.
That's the lasting value we build together. I'm here to ensure your peace of mind remains steadfast.
If you have a nagging question about a recent life change, consider this your invitation to ask.
Best, [YOUR NAME]
This email taps into the "fear of loss" by suggesting potential negative consequences of an outdated plan. It also uses the "authority principle" by positioning you as the expert who can prevent these issues, reminding them of the initial trust they placed in you.
The Survey
Ask what they actually want from you
Hi [First Name],
I'm always looking for ways to better serve my clients and provide the most valuable insights on estate planning. To do that effectively, I need your input.
What's the biggest question or concern on your mind right now regarding your legacy, family protection, or future financial security? Is there a topic you wish I'd discuss more often?
Perhaps it's handling new tax laws, planning for long-term care, or simply understanding how to best pass on a family business. Whatever it is, I want to hear from you.
Simply reply to this email with your thoughts. Your feedback helps me tailor future communications and ensure I'm providing truly useful information.
Best, [YOUR NAME]
This email uses the "commitment and consistency" principle by asking for a small commitment (a reply). It also uses the "liking principle" by showing you care about their needs and are willing to adapt, building a stronger connection.
The Breakup
Give a final chance before removing them
Hi [First Name],
I'm doing some housekeeping to ensure I'm only sending valuable information to those who truly want to receive it. It seems we haven't connected in a while, and I want to respect your inbox.
My goal is to provide timely, relevant guidance on protecting your legacy and planning for the future. If this content is no longer serving you, that's perfectly fine.
However, if you do wish to continue receiving updates, insights, and invitations to exclusive events, I need you to let me know. A simple reply to this email, or clicking the link below, will confirm your interest.
If I don't hear from you by [DATE - e.g., next Friday], I'll assume you'd prefer to part ways, and I'll remove you from my mailing list. No hard feelings, of course.
Best, [YOUR NAME]
This email effectively uses the "scarcity principle" and "loss aversion" by creating a deadline and the potential loss of future value. It forces a decision, and those who genuinely value your content will take action, resulting in a more engaged list.
4 Re-engagement Sequence Mistakes Estate Planners Make
| Don't Do This | Do This Instead |
|---|---|
✕ Assuming a client's plan is 'set it and forget it.' | Proactively schedule annual or biennial review reminders for all clients to discuss life changes. |
✕ Waiting for clients to initiate contact after a significant life event. | Implement a system to send targeted communications to clients based on common life milestones (e.g., empty nest, retirement age, new grandchild). |
✕ Overwhelming clients with complex legal jargon in communications. | Translate complex concepts into clear, benefit-driven language, focusing on peace of mind and family protection. |
✕ Neglecting dormant clients in favor of constantly seeking new leads. | Develop a structured re-engagement strategy, like this email sequence, to reactivate valuable existing relationships. |
Re-engagement Sequence Timing Guide for Estate Planners
When you send matters as much as what you send.
The Miss You
Acknowledge the silence and show you care
The Value Reminder
Remind them why they subscribed
The Survey
Ask what they actually want from you
The Breakup
Give a final chance before removing them
Use after 30-90 days of no opens or clicks.
Customize Re-engagement Sequence for Your Estate Planner Specialty
Adapt these templates for your specific industry.
Trust Attorneys
- Regularly educate clients on new trust structures or updates in trust law that could impact their existing arrangements.
- Highlight the benefits of flexible trust provisions that adapt to future uncertainties, not just current needs.
- Share case studies (anonymized) where a well-structured trust prevented significant family disputes or asset loss.
Elder Law Attorneys
- Provide updates on changes in Medicaid or Medicare regulations that affect long-term care planning.
- Offer insights into protecting assets from the costs of nursing home care or in-home assistance.
- Emphasize the importance of advance directives and powers of attorney for maintaining autonomy in later life.
Probate Attorneys
- Educate clients on common pitfalls that lead to lengthy or contentious probate processes.
- Explain how proper estate planning upfront can significantly reduce the burden on heirs during probate.
- Share resources or checklists for executors to simplify their duties and avoid legal missteps.
Estate Tax Planners
- Alert clients to potential changes in federal or state estate tax laws and their implications for high-net-worth estates.
- Discuss strategies for charitable giving or gifting that can reduce estate tax liability.
- Provide insights on valuing complex assets (e.g., businesses, real estate) for estate tax purposes and minimizing assessment issues.
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