A couple weeks ago we talked about why the beginning of your client process is important, and how to create a client welcome packet that will make your clients feel important, excited, and taken care of.
But today I want to talk about the other side of your client systems -- what happens after a client finishes working with you. Because what you do after the working relationship is over can be just as important as what you did before and during the project!
In my experience as someone who offers services, and especially as someone who may work with someone from anywhere between one month and over a year, it’s important to have a standard series of offboarding emails.
This means that no matter how long I work with someone, or whether I did a Systems Intensive with them or my team helped the back-end of their business, I send the same series of emails at the same intervals. This way I don’t have to think about what I’m sending when, or what goes into each email.
I’m guessing that you already have a wrap-up email, or as I like to call it, a “farewell email” -- but do you have anything beyond that? Today I’m going to share with you the three key emails you need to send once you’ve wrapped up a project.
This one gets sent right after you wrap up a project. So whether that means after you deliver the final files to a design client, or on the end of your services, you’re going to send an email that includes the following things:
- Thank them for working with you
- Include any links to deliverables
- Ask for immediate feedback
The reason you should ask for immediate feedback is so that you can get your client’s thoughts while the experience of working with you is still fresh on their minds.
I personally recommend using Typeform to create a standard feedback form for each service you offer, and linking that in your email. That way you don’t have to think about what you want to ask, or remember to send anything extra.
Download your FREE client offboarding email scripts! Never wonder what to say again.
ONE MONTH FOLLOW UP EMAIL
One month after you sent the farewell email, it’s time to follow up! This shows your client that you are still interested in how they’re doing, and that you actually care about them beyond just collecting a check.
This email should be short and sweet, pitch-free, and include the following things:
- Check in on their progress
- See if they have any questions
I’ve found this email to be a wonderful conversation starter, and often leads to in-depth email exchanges. Because you’re not pitching anything, I would recommend not charging for anything you’re giving as a result of this email. I see it as a gift to your client, and something (aka your brain at their disposal) they can access as someone who has already worked with you.
On the flip side of this, I’ve also had clients who never respond to this email. And that’s okay! Not everybody will. But putting it out there, and saying “Hey, I was thinking of you and wanted to see how you’re doing!” can mean the world to them, even if they don’t hit reply.
THREE MONTH FOLLOW UP EMAIL
Two months after the one-month email went out, you need to reach out again! Part of having multiple follow-up emails is so that you stay top of mind, even if you’re not working with that client anymore.
In this email, you should:
- Thank them again for working with you earlier in the year
- Ask for referrals
- Pitch a related offer
Now that you’ve demonstrated value by providing a service three months ago, you’ve engaged with them after the project wrapped up, and their needs have most likely changed, it’s time to make an offer.
I recommend asking for referrals, since your client will most likely know somebody (or multiple people!) who can benefit from your service. And if you make the ask, you’re very likely to get either a name or see an inquiry pop up!
Since your client’s needs have most likely changed, this is an opportune time to pitch them a related offer that meets their new needs.
That’s because I know that three months after an intensive, they will most likely have questions, changed things around, or want to visit a part of their business we didn’t talk about in their initial intensive. So I offer my clients systems tune-ups, where we hop on the phone for an hour or two and go through whatever they’re working on.
Take Action: If you don’t already have a related offer based off your core services, start brainstorming! What can you offer your clients three months after they finish working with you? What common questions or requests come back from your previous clients? This offer doesn’t have to be fancy! It just needs to solve a problem that your clients have.
SIX MONTH FOLLOW UP EMAIL
Three months after you sent the last email, it’s time for the last email in your offboarding sequence! This email should be packed with value for your clients, and should include:
- Check in on their progress
- Give them something FREE that’s value-packed
Whether or not your client booked your related offer, it’s important to check in on their progress for the initial service they hired you for.
I also recommend giving your client something for free that is essentially a huge value to them. Whether it’s access to a course you offer that’s related to their needs, a free hour-long coaching session, or something else, make sure that it’s something that will a) benefit your client and b) it’s relevant to their business and their goals.
You’re showing your client that you truly are invested in their progress, and that you have other things to offer beyond the initial service they hired you for.
Make sure you grab your client offboarding email scripts!
Now that you have all of these emails to add to your repertoire, I want to recommend setting them up as canned responses in your email client of choice. That essentially means that you are going to save a draft of the email and then you can use it repeatedly and add your client’s name without having to re-type the entire email!
I personally recommend using Streak’s Snippets feature, as opposed to the Canned Responses Lab in Gmail. With Streak you can set up different pipelines for different services, and link your saved emails to those pipelines. That way you don’t have to hunt through a huge list of emails to get to the one you’re looking for!
Do you currently send offboarding / follow-up emails to your clients? What emails from this list are you going to add? Let me know in the comments!