Win-back Sequence for Estate Planners Email Guide
Why Win-back Sequence Emails Fail for Estate Planners (And How to Fix Them)
A past client just reached out, but not to you, they're asking another advisor about a service you now offer, because they didn't know you provided it. It's a common scenario.
Many estate planners focus intensely on attracting new clients, sometimes overlooking the goldmine of relationships already built. Your past clients already know, like, and trust you.
They've experienced your solutions firsthand. But life changes, laws evolve, and their needs shift.
Without a structured way to reconnect, those valuable relationships can fade, and opportunities for continued service, or even referrals, are lost. A well-crafted win-back sequence isn't just about getting a client back; it's about nurturing your professional network and ensuring your firm remains top-of-mind.
The email templates below are designed to re-ignite those connections, remind clients of your value, and open the door for new conversations without sounding pushy or desperate.
The Complete 4-Email Win-back 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 Remember
Remind them of the value they received
Hi [First Name],
Do you remember the sense of clarity and security you gained after we finalized your estate plan? Many clients tell us that feeling is one of the most important results of our work together.
It's about knowing your loved ones are protected, your wishes are clear, and your legacy is secure. Life rarely stands still, and neither do laws or personal circumstances.
What gave you peace of mind then might need a fresh look now to ensure it still serves you best. We're here, as always, to ensure your plan continues to reflect your evolving life and goals.
Best, [YOUR NAME]
This email uses 'reciprocity' and 'nostalgia'. By reminding the client of the positive outcome they previously received, it subtly creates a feeling of indebtedness or a desire to re-experience that positive state, making them more receptive to future communication.
The Update
Share what is new since they last engaged
Hi [First Name],
The world of estate planning is constantly evolving. New regulations emerge, tax codes shift, and new solutions become available that simply didn't exist when we last worked together.
Since then, we've expanded our services and refined our approach to provide even more comprehensive protection for our clients. For example, we've recently integrated [PRODUCT NAME], a tool that helps simplify [specific benefit, e.g., asset inventory management, digital legacy planning] for greater efficiency and peace of mind.
These updates mean we can offer even more tailored solutions to address current challenges and future opportunities, ensuring your legacy remains and aligned with your family's needs. We believe in proactive planning, and we'd love to share how these advancements might benefit your current estate plan.
Best, [YOUR NAME]
This email uses the 'fear of missing out' (FOMO) and the desire for 'competence'. By highlighting changes and new solutions, it suggests the client might be at a disadvantage if they're not up-to-date, creating a gentle pressure to re-engage and ensure their plan is current.
The Offer
Give a special incentive to return
Hi [First Name],
Because you've entrusted us with your estate planning in the past, we consider you part of our extended family. We value that relationship deeply.
We understand that revisiting your estate plan might seem like another item on a long to-do list. To make it easier for you, we'd like to offer you a complimentary 30-minute 'Legacy Check-up' session.
During this session, we can review any major life changes, discuss recent legal updates, and identify potential gaps in your current plan, all at no charge. It's a chance to ensure everything is still perfectly aligned with your goals.
This is a limited-time offer, exclusively for our past clients, designed to give you clarity without obligation.
Best, [YOUR NAME]
This email employs the 'principle of scarcity' and 'social proof' (implied exclusivity). The 'limited-time' and 'exclusively for past clients' aspects create urgency and a sense of privilege. Offering a free, low-commitment 'check-up' lowers the barrier to re-engagement, making the initial step easy.
The Final
Last chance before you move on
Hi [First Name],
We've reached out a few times recently because we genuinely believe in the importance of an up-to-date estate plan. Protecting your family and securing your legacy is not an one-time event; it's an ongoing process.
If you've been meaning to reconnect, or if you've had a significant life event that requires an update to your plan, this is your final opportunity to take advantage of our complimentary 'Legacy Check-up' offer. We understand that life gets busy, and sometimes these things get pushed aside.
However, delaying can sometimes lead to unforeseen complications down the road. Our door is always open, but this special offer will conclude at the end of the week.
If you'd like to schedule your check-up, please do so before [DATE].
Best, [YOUR NAME]
This email utilizes 'loss aversion' and 'urgency'. By stating it's the 'final opportunity' and highlighting the potential 'complications down the road', it frames inaction as a potential loss, which is a stronger motivator than the prospect of gain. The clear deadline creates immediate pressure to act.
4 Win-back Sequence Mistakes Estate Planners Make
| Don't Do This | Do This Instead |
|---|---|
✕ Assuming past clients will automatically return when needed. | Implement a structured, periodic win-back sequence to maintain connection and offer value. |
✕ Sending generic, impersonal emails to former clients. | Personalize messages by referencing their past engagement or specific life events you might know about. |
✕ Only reaching out when there's a new service to sell. | Provide valuable updates on legal changes, market trends, or general estate planning tips without an immediate sales pitch. |
✕ Failing to offer an easy, low-commitment way to re-engage. | Offer a complimentary consultation, a free guide, or a quick review session to lower the barrier to reconnecting. |
Win-back Sequence Timing Guide for Estate Planners
When you send matters as much as what you send.
The Remember
Remind them of the value they received
The Update
Share what is new since they last engaged
The Offer
Give a special incentive to return
The Final
Last chance before you move on
Use after 3-12 months of no activity.
Customize Win-back Sequence for Your Estate Planner Specialty
Adapt these templates for your specific industry.
Trust Attorneys
- Remind clients of changes in trust law or new asset types that might affect their existing trust structures.
- Highlight the importance of regular trust funding reviews, especially after acquiring new property or investments.
- Offer a 'Trust Tune-Up' session to ensure beneficiaries and trustees are still appropriate and current.
Elder Law Attorneys
- Share updates on Medicaid eligibility rules or changes in long-term care planning strategies.
- Emphasize the need to review healthcare directives and powers of attorney as health circumstances evolve.
- Provide resources or workshops on common elder care challenges, positioning your firm as a continuous source of support.
Probate Attorneys
- After a probate case concludes, follow up with beneficiaries about their own estate planning needs, as they've just witnessed the process.
- Remind past clients of the importance of keeping their own wills and beneficiary designations current to avoid future probate issues.
- Offer a 'Legacy Protection Review' for individuals who received inheritances, helping them integrate new assets into their personal plans.
Estate Tax Planners
- Alert clients to potential changes in federal or state estate tax exemptions and their impact on existing plans.
- Discuss new wealth transfer strategies or charitable giving opportunities that could reduce tax burdens.
- Offer an annual 'Tax Impact Review' to assess how their current asset portfolio aligns with their estate tax minimization goals.
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