Automation’s Role in Client Engagement and Retention

By Matt Emmott, Client Director

Marketing automation is more than just a lead-generation tool, though it is a powerful driver for new business. Its potential to nurture the entire client journey, should not be overlooked or not utilised. From streamlining onboarding to enhancing ongoing communication, automation keeps your clients engaged, satisfied, and—most importantly—loyal. It’s time to realise how marketing automation can transform not just acquisition, but also client retention and experience.

 

Why Does Retention Matter So Much?

Simply put, it’s far more cost-effective to keep the clients you have than to constantly find new ones. According to Harvard Business Review, acquiring a new customer can cost anywhere from five to 25 times more than retaining an existing one. When you harness automation’s full potential, you can create a seamless, personalised experience that keeps clients coming back—boosting retention and increasing the lifetime value of your customer base.

 

Retention: The Backbone of Sustainable Growth

In the B2B world, success isn’t just about closing deals—it’s about building long-term relationships. Retention is crucial here. Studies show that increasing customer retention by just 5% can lead to profit increases of anywhere from 25% to 95% (Bain & Company). Clearly, focusing on retention is one of the most effective ways to drive sustainable growth.

Automation plays a pivotal role in this. By streamlining processes, personalising communications, and tracking client health, automation takes much of the guesswork out of retaining clients. It allows you to be proactive—spotting issues before they escalate, engaging clients at the right moments, and ensuring they feel valued every step of the way.

 

Onboarding: The First Step to Retention

Onboarding sets the tone for your entire relationship with a client. It’s the first opportunity to show the value of your product or service, and it can make or break their experience. Research from Wyzowl (2023) highlights that a poor onboarding process can lead to as much as 23% of clients churning within the first 90 days. That’s nearly a quarter of new clients lost before they’ve fully engaged with your offering.

So how do you avoid that? Automation!

Automated onboarding sequences ensure that each client goes through a structured, well-thought-out process without the risk of missed steps. Imagine sending a series of triggered emails that guide clients through their first days with your product. As soon as they sign the contract, they receive a ‘welcome email’ outlining next step, access to setup guides, and links to helpful resources. A week later, an automated check-in might prompt them to complete any unfinished tasks, while another follow-up offers troubleshooting tips or personalised support based on their progress.

Automation also ensures consistency across clients—whether you’re onboarding 10 new clients or 1,000, each one receives the same high-quality experience. This not only reduces churn but also increases client satisfaction right from the start.

 

Regular Check-Ins: Keeping Clients Engaged Over Time

Onboarding is just the beginning. Once your clients are up and running, keeping the relationship warm is essential. But staying in regular contact can be challenging, especially as your client base grows. Automated check-ins can keep you top of mind and set you apart from the rest.

Instead of relying on your team to manually follow up with each client, automation allows you to set up regular touchpoints that keep clients engaged throughout their lifecycle. These could range from quarterly health checks, where you provide an overview of their account status, to personalised recommendations based on their usage data.

For example, if a client hasn’t interacted with your platform in the past month, automation can trigger an email asking if they need support or assistance. This shows clients you’re paying attention and care about their experience, even when they haven’t reached out.

By automating these communications, you ensure no client slips through the cracks. And by personalising them with data-driven insights, you make each interaction feel tailored to their needs—further strengthening the relationship.

 

Monitoring Client Health: Spotting and Preventing Churn

Client retention isn’t just about communication—it’s about knowing when to act. Automation helps you keep a finger on the pulse of client behaviour, alerting you to red flags before they turn into full-blown issues.

For example, if a client’s product usage drops significantly, this could be an early sign of disengagement. Automation can trigger an alert to your account management team, prompting them to reach out and offer support before the client decides to leave. In some cases, it might make sense to set up a series of automated “re-engagement” emails to win back clients who seem to be drifting away.

This proactive approach is far more effective than waiting for clients to raise their concerns. According to Gartner, businesses that use automated systems to track client health and behaviour have reduced churn by up to 25%. By addressing issues early, you can resolve problems before they escalate, ensuring your clients stay happy and loyal.

 

Personalised Retention Campaigns: Scaling with Automation

As your client base grows, personalising communication can become more difficult. But personalisation is key to retention. Clients want to feel like they’re more than just a number—they want to know you understand their needs and are providing value.

Automation makes it possible to deliver this level of personalisation at scale. By using client data—such as industry, product usage, or past interactions—you can set up automated campaigns that send the right message to the right clients at the right time.

For instance, an automated sequence could send quarterly usage reports to clients, highlighting how they’re benefiting from your product and offering suggestions on how to get even more value. Or you could create industry-specific campaigns that share relevant content addressing the challenges specific to their sector.

Even small touches—like referencing a client’s use case or providing tailored tips—can make a big difference in how engaged and valued they feel. And the more valued a client feels, the more likely they are to stick around.

 

Gathering Feedback: Creating a Continuous Improvement Loop

Client retention isn’t just about delivering value—it’s about listening to your clients and making improvements based on their feedback. Automated surveys can help you gather feedback at key points in the client journey, giving you valuable insights into what’s working and where there’s room for improvement.

For example, you might send a Net Promoter Score (NPS) survey after six months to gauge overall client satisfaction. A high score might trigger a thank-you email or an invitation to participate in a case study. A low score could flag an issue, prompting your team to follow up and address any concerns before they escalate.

By consistently gathering and acting on this feedback, you can continuously improve your offering and create a stronger, more loyal client base.

 

Enhancing the Client Experience: A Long-Term Strategy

Ultimately, client retention comes down to delivering an outstanding experience at every touchpoint. Automation ensures consistency, personalisation, and proactivity throughout the client journey. It’s not just about preventing churn—it’s about creating a client experience that’s so valuable, clients don’t want to leave.

From seamless onboarding to regular check-ins, proactive support, and tailored content, automation enables you to build deeper, more meaningful relationships with your clients. It frees up your team to focus on high-value tasks while ensuring no client feels neglected or unsupported.

 

Automation as Your Retention Powerhouse

Marketing automation isn’t just for driving leads; it’s pivotal in building long-term relationships. By using automation to engage clients at every stage—from onboarding to proactive support—you can reduce churn, enhance loyalty, and create a more sustainable growth engine. Retention isn’t just a metric—it’s the key to unlocking greater lifetime value and ensuring your marketing efforts pay off for the long term.

If you’d like to explore further ways to enhance your client journey, collecting reviews is another great place to start. Our Customer Success Lead, Emma Maciver, wrote a piece on ‘Automating Review Collection to Build Trust with Your Audience’. Read it here.