How Advisors Use 4 Touches a Year

Most advisors know they should stay in touch with clients between reviews. Few actually do it consistently. The ones who do stand out - and get more referrals, longer retention, and fewer surprise departures to competitors.

This guide covers a simple 4-touch framework that keeps you visible without overwhelming your clients or your calendar.

The 4-Touch Framework

Four well-timed cards per year is enough to stay top-of-mind without feeling excessive. Each serves a different purpose:

1. Thank-You (Q1)

Send in January or February. Thank clients for their continued trust and partnership. This isn't about transactions - it's about relationship. A handwritten card after the holiday rush feels personal, not promotional.

What to say: Keep it simple. "Thank you for your continued trust. Looking forward to another great year together."

2. Check-In (Q2)

Send in April or May. A brief note that you're thinking of them - no ask attached. This is the touch most advisors skip, which is exactly why it stands out.

What to say: "Hope spring is treating you well. Let me know if anything's come up you'd like to discuss."

3. Milestone (Q3)

Send for birthdays, anniversaries, or life events. If you track client birthdays (and you should), this is your chance to show you pay attention. A birthday card from your advisor is unexpected - and memorable.

What to say: "Happy birthday! Wishing you a great year ahead."

4. Holiday (Q4)

Send in late November or early December. The holiday card is expected, but most advisors either skip it or send something generic. A premium card with a handwritten envelope cuts through the stack of mass-printed mailers.

What to say: "Wishing you and your family a wonderful holiday season. Thank you for another great year."

Why This Works

•Consistency beats intensity. Four thoughtful touches beat one expensive client event.
•Physical mail stands out. Your clients get hundreds of emails and phone calls. They get very few handwritten cards.
•No ask required. These aren't sales touches. That's what makes them effective.

Want this handled for you?

Our Handwritten Client Care Program does exactly this - 4 scheduled mailings per year with handwritten envelopes, designed and mailed by our team. You approve the designs; we handle everything else.

See the Handwritten Client Care Program →

Getting Started

You don't need to implement all four touches at once. Start with holiday cards this year. Add a thank-you in Q1. Build from there.

The advisors who retain clients longest aren't doing anything complicated - they're just consistent.

← Back to all guides

Previous Post Next Post

Related Posts

When to DIY vs Done-For-You Greeting Cards

We offer two ways to get cards to your clients: shop our catalog and handle addressing yourself (DIY), or let us manage everything from design to mailbox (done-for-you). Here's how to decide which fits your situation. Quick Decision Framework Choose DIY if... •You're sending to fewer than 100 recipients •You want to pick the exact design from our full catalog •You prefer to write by hand •You need cards shipped to you (not mailed directly) •You have staff time available for addressing and mailing Choose Done-For-You if... •You're sending to 100+ recipients •You want handwritten envelopes included •You'd rather not stuff, stamp, or mail anything •You want scheduled, recurring mailings throughout the year •Your time is more valuable than the cost difference What You Get With Each Option DIY (Shop the Catalog) •Access to our full catalog of 1,700+ designs •Custom logo and signature placement included •Cards printed and shipped to you in 3–5 business days (Q1–Q3) •Order any quantity in increments of 25 •Optional: add handwritten addressing for an additional fee Done-For-You Campaigns •We select designs appropriate for your industry and approve with you •Handwritten envelopes included (not an add-on) •We handle list prep, addressing, stuffing, stamping, and mailing •Cards mailed directly to your recipients on your scheduled date •Available as one-time campaigns or recurring annual programs Cost Comparison DIY is less expensive per card if you're doing the work yourself. Done-for-you costs more per recipient but includes services you'd otherwise spend time on or pay someone else to do. Consider the full cost: •Your time (or staff time) to address, stuff, stamp, and mail •Postage and supplies •The likelihood it actually gets done (be honest) For most firms sending to 100+ recipients, done-for-you is the better value when you factor in time. Common Scenarios "I send 50 cards to my best clients each holiday" Recommendation: DIY. At this volume, ordering cards and addressing them yourself is manageable. Consider adding handwritten addressing if you want the premium look without the hand cramps. "I have 300 clients and never seem to get cards out on time" Recommendation: Done-for-you. The reason cards don't go out is usually bandwidth, not budget. Let us handle the execution. "I want to send cards throughout the year, not just holidays" Recommendation: Handwritten Client Care Program. Our 4-touch annual program is built exactly for this—scheduled mailings handled all year. "I'm testing this for the first time" Recommendation: Either works. DIY lets you test with a small order. A one-time DFY holiday campaign lets you test the full experience without committing to a year-long program. Still not sure? Request a free sample kit to see and feel our cards before you decide. Or reach out—we're happy to help you figure out the right fit. Request a free sample kit → Ready to get started? Shop business greeting cards → See done-for-you programs → ← Back to all guides

Learn more

Using Handwritten Cards to Generate More Referrals

The best referrals come from clients who feel appreciated - not clients who've been asked. Handwritten cards build the kind of goodwill that makes people want to recommend you, without the awkwardness of a direct ask. This guide covers who to send to, what to say, and when to send it. Why Handwritten Cards Work for Referrals Referrals happen when someone thinks of you at the right moment. That moment might be a dinner conversation, a colleague asking for advice, or a friend mentioning they need help. Your job is to be memorable when that moment arrives. Handwritten cards do this because: •They're unexpected. Almost no one sends real mail anymore. It stands out. •They're personal. A handwritten envelope feels like it came from a person, not a system. •They ask for nothing. Appreciation without an agenda builds trust. Who to Send To Existing Clients Who Refer Your best referral sources are clients who've already referred. Send a thank-you card every time someone sends you a referral - whether or not it converts. "Thank you for thinking of me when [referral name] mentioned they were looking for an advisor. That kind of trust means a lot - I'll take great care of them." Clients Who Could Refer Your happiest, most engaged clients are natural referral sources - even if they haven't referred yet. Stay visible so you're top-of-mind when the opportunity comes. "Just wanted to say thank you for being such a great client to work with. Really appreciate your trust." Professional Referral Partners CPAs, attorneys, and other professionals who send you business deserve recognition. A handwritten card after a referral - or just to stay in touch - keeps the relationship warm. "Thanks for connecting me with [client name]. I know you have options when clients ask for advisor recommendations, and I appreciate you thinking of me." What to Say Keep it short. The best referral-generating cards don't mention "referrals" at all. They simply express appreciation. •Do: Thank them for their trust, their business, or a specific interaction •Don't: Ask for referrals, mention your referral program, or hint that you'd like introductions The moment you ask for something, the card becomes transactional. Let appreciation stand on its own. When to Send •After a referral: Within a week of receiving it. Speed matters. •After a milestone: Account anniversary, major life event, or successful outcome. •Randomly: A "just thinking of you" card in Q2 or Q3 stands out precisely because it's unexpected. •Holidays: Expected but still effective - especially with a handwritten envelope. Want referral-generating touches built into your calendar? Our Handwritten Client Care Program schedules 4 appreciation touches per year to your best clients and referral sources. No asking required—just consistent visibility. See the Handwritten Client Care Program → The Long Game Referrals are a lagging indicator. The card you send today might not generate a referral for months - or years. That's okay. Consistency compounds. Advisors who send 4 thoughtful cards a year to their top 100 clients will, over time, get more referrals than those who send nothing and ask directly. Be patient. Be consistent. Be memorable. ← Back to all guides

Learn more

Designing a Simple Client Greeting Calendar

The difference between firms that send cards consistently and those that don't usually isn't motivation—it's a plan. Without a calendar, "we should send cards" becomes "we'll get to it next month" until December rolls around and you're scrambling. This guide walks through building a simple 12-month greeting calendar you can actually stick to. Step 1: Segment Your List Not every client needs the same treatment. Start by grouping your clients into 2–3 tiers: •A-Tier: Top clients by revenue, relationship depth, or referral potential. These get the most touches. •B-Tier: Solid clients worth maintaining. Holiday card plus one or two additional touches. •Prospects/Referrers: People you want to stay visible to. One or two well-timed cards per year. Don't overcomplicate this. If you only have time for two tiers, that's fine. The goal is to make decisions once, then execute all year. Step 2: Map Touches to the Calendar Here's a sample calendar for a firm with 3 tiers: Month A-Tier B-Tier Prospects January Thank-you card — — May Check-in card Thank-you card Check-in card November Holiday card Holiday card Holiday card Year-round* Birthday/milestone Birthday/milestone — *Most client lists include birthdays or milestones spread throughout the year. A-Tier clients get 4 touches. B-Tier gets 3. Prospects get 2. Adjust based on your capacity and list size. Step 3: Decide What You'll Say You don't need unique copy for every card. Draft 4–5 messages that work across your list: •Thank-you: "Thank you for your continued trust. Looking forward to another great year." •Check-in: "Hope you're doing well. Let me know if anything comes up you'd like to discuss." •Birthday: "Happy birthday! Wishing you a wonderful year ahead." •Holiday: "Wishing you and your family a wonderful holiday season." Simple beats clever. The goal is warmth, not wit. Step 4: Lock in the Dates Put the mail dates on your calendar now—not "sometime in Q1." Specific dates create accountability. •January 15: A-Tier thank-you cards go out •May 10: A-Tier check-in + B-Tier thank-you + Prospect check-in •November 30: All holiday cards mailed •Year-round: Birthday/milestone cards as dates occur Want us to manage your calendar? With our done-for-you programs, you share your list and goals once. We handle scheduling, design, printing, handwriting, and mailing for each touch throughout the year. Plan my client greeting campaign → Common Mistakes to Avoid •Planning too many touches. 4 per year for top clients is plenty. Start smaller if needed. •Waiting until Q4 to start. Holiday cards are table stakes. The Q1–Q3 touches are what differentiate you. •Treating all clients the same. Your best clients should feel like your best clients. ← Back to all guides

Learn more