3 ways you can continue to build trust with existing or past clients through email automation and how to set them up in MailerLite.
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You’ve been doing some email marketing – maybe a newsletter here, a campaign there – but if you’re not nurturing your existing and past clients, you’re leaving loyalty (and future revenue) untapped. Trust-building isn’t just for new clients; it’s a key part of retaining the ones you already have.
With the right email automations, you can continue delivering value to your clients without extra effort, ensuring your brand stays top of mind long after your work is done.
Here are three powerful strategies to build trust with your clients through email automation, complete with step-by-step instructions on how to set each one up in MailerLite.
Personalised Post-Project Follow-Ups
Clients need to feel cared for even after a project is completed. A personalised post-project follow-up keeps the relationship warm and lets your clients know you’re still available for support. This touchpoint builds trust because it’s proactive and thoughtful, and shows you care about their success beyond the initial project.
How to Set It Up in MailerLite:
- Create a New Automation: In MailerLite, go to “Automations” and click “New automation (the green button).”
- Choose a Trigger: Select “When subscriber joins a group” or “Updated field”. For example, after completing a project, you can manually move clients to a group like “Post-Project Follow-up” or update a custom field to trigger the automation.
- Set Email Content: Write a personalised follow-up email that checks how the client is doing after the project. Offer additional support or free resources, and keep the tone casual but helpful.
- Timing: Set a delay of 1–2 weeks after the project completion to send this email. If you offer ongoing services, you could even trigger a second follow-up a month later.
This keeps your brand front-of-mind and reassures clients that you’re invested in their continued success, not just in completing the project.
Automated Client Appreciation or Loyalty Campaigns
Everyone loves being appreciated, and automating appreciation emails is a fantastic way to show your existing clients that they’re valued, not just as customers, but as long-term partners. This could be a simple thank-you message, exclusive offers, or even a reminder of how long it’s been since they started working with you.
How to Set It Up in MailerLite:
- Create a New Automation: Start by going to “Automations” in MailerLite and clicking “New automation.”
- Choose a Trigger: Select “The anniversary of a date” or “When subscriber joins group.” This will allow you to automate an appreciation email based on the date they first started working with you.
- Email Content: Write an email that thanks them for their loyalty. Offer a special discount, free resources, or an invitation to book a call for a strategy review. If you have VIP clients, you can even give them first access to new services or products.
- Timing: Set this to trigger on key dates, like a 1-year anniversary of working together or at periodic intervals (e.g., every 6 months).
This fosters a sense of connection and exclusivity. Clients feel recognised and valued, which can lead to repeat business or referrals without feeling like a hard sell.
Educational Drip Campaign for Client Growth
After you’ve completed a project, your clients will often need ongoing support to maintain or optimise what you’ve done. A well-crafted educational drip sequence shows you’re still invested in helping them succeed, even when you’re not working together directly. This is a subtle but powerful way to build trust and keep your clients engaged.
How to Set It Up in MailerLite:
- Create a New Automation: Start by going to “Automations” and clicking “New automation.”
- Choose a Trigger: This could be “When subscriber joins a group” or “When a form is submitted.” For instance, you might set up a group for past clients and manually add them when their project wraps up.
- Email Content: Develop a series of educational emails that tackle common challenges your clients face after working with you. These emails can provide actionable tips, tutorials, or industry insights.
- Email 1: Offer a free guide or checklist related to the service you provided.
- Email 2: Share advanced tips on how to get the most out of the work you’ve done together.
- Email 3: Provide an opportunity for feedback or invite them to book a follow-up call.
- Timing: Space these emails out over 2–4 weeks so your clients feel consistently supported without being overwhelmed.
These sequences add value beyond the project and position you as a long-term partner. Clients will associate your brand with helpful, relevant content that drives their success, reinforcing trust and loyalty.
How Email Automation Fits into Your Client Retention Strategy
Email automation is about more than just saving time – it’s about delivering the right message at the right time, consistently, and without manual effort. For clients you’ve already worked with, automation allows you to keep nurturing those relationships without becoming overwhelming or spammy.
- Why it works: Clients appreciate regular, thoughtful communication that shows you’re thinking about their needs, even when they’re not actively reaching out.
- What it solves: It addresses the problem of staying relevant and top of mind without constantly feeling like you’re ‘selling.’
- The benefit: You strengthen your relationship with clients, making them more likely to return, refer others, or upgrade to higher-value services.
Ready to Set Up Your Trust-Building Automations in MailerLite?
Building trust with clients isn’t a one-time effort. It requires consistent nurturing, and email automation is the perfect tool to make that happen with ease. By using these three strategies, you’ll create a seamless experience that strengthens loyalty, encourages repeat business, and keeps your clients engaged long after the project ends.
Need help setting up these automations in MailerLite? Learn how I can help you create the perfect email sequences that keep your clients coming back for more.