Client Loyalty



It is far more cost-effective to keep existing clients than to get new ones. You can keep clients longer by giving them reasons not to leave. For example, many advisory firms will reward clients at certain milestones (1 year, 2 years, 5 years, etc). This will lead to clients staying with your firm longer to receive the rewards that await them. Using Redtail CRM, we can manage how often and how best to reward them.


1. Populate the ‘Client Since’ field, Marital Anniversary Date, and DOB for each of your Active Clients.

Contact Details

Redtail Essentials: Contact Record Video


2. Record client hobbies, interests, beliefs, or priorities in the ‘Personal Interests’.

Know Your Client: Personal Interests

How Do I Add New Personal Interests To My Database?


3. Use the Reminder reports to find Marital, Birthday, or Client Since milestones.    

                            a. Marital Anniversaries.

                               Wedding Anniversaries Reminder Report


                            b. Birthdays.

                               Birthday Reminders Report


                            c. Client Anniversaries.

                               Client-Since Anniversaries Report 


4. Create and upload Mail Merge templates for Birthday cards, Anniversary Cards,

Client Anniversary cards, etc.

How Do I Create And Upload A Mail Merge Template For Use With Redtail?

Redtail Essentials: Mail Merge Video

Mail Merge Fields

Sample Mail Merge Letter Templates

5. Send cards to contacts celebrating anniversaries.

How Do I Create Mailing Labels Or Envelopes In Redtail? 

How Do I Run Mail Merges In Redtail?

Redtail Essentials: Mail Merge Video

6. Record the gift, event, and date sent as a note in the contact record.


Redtail Essentials: Notes Video

*BONUS: Here are some recommended occasions and ways to show client appreciation: 



People spend time and money on what is important to them. By acknowledging important milestones in clients’ lives, they will feel appreciated and valued—which leads to referrals!

Download a PDF version of these instructions below! 

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