THEI
FLAGSHIP

Retention Toolkit

Keep every client you've earned. The complete system for Year-2 renewals and beyond.

Annual Retention Rhythm

Download the full calendar →
Month 1
Welcome
Set the tone
Month 3+
Birthday
Personal touch
June
Mid-Year
Summer check-in
August
August Update
Pre-AEP warm-up
September
Pre-AEP
⭐ Highest Stakes
December
Post-AEP
Lock in renewal
Year-end
Annual Review
Renewal confirm

Email Templates

ENES

Welcome (Month 1)

Set the tone. First impression after enrollment.

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ENES

Birthday

Personal touchpoint that drives loyalty.

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ENES

Mid-Year (June)

Check-in before the summer lull.

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ENES

August Update

Pre-AEP warm-up. Gets clients thinking about their plan.

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ENES

⭐ Pre-AEP (September)

Highest stakes email of the year. Do not skip this one.

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ENES

Post-AEP (December)

Lock in the renewal. Thank them and confirm coverage.

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ENES

Annual Review

Full-year wrap-up and renewal confirmation.

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Download Full Bundle

All 7 templates as one ZIP — EN + ES versions included.

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The Retention Math

Keeping a client costs 5x less than acquiring a new one. Each retained client represents $200–$600 in annual renewal commissions. A consistent touchpoint system — 7 emails per year — is the single highest-ROI activity in your book. Agents who send all 7 touchpoints see 78% Year-1 renewal rates vs. 54% for those who don't.

How to Personalize Each Template

Welcome (Month 1)
Personalize with the client's first name, their plan name, and their effective date. Add a sentence about what you love about their plan choice to make it feel personal, not automated.
Birthday
Just use their name and birthday month. Keep it short — a genuine "Happy Birthday" from their agent stands out. Don't pitch anything. Just check in.
Mid-Year (June)
Reference any plan changes or new benefits you've noticed. Remind them of their OTC allowance if applicable. Ask how the plan has been working — invite a reply.
August Update
Let them know AEP is coming in October. Reassure them you'll be in touch. Mention any carrier news relevant to their area. Keep the tone calm — no urgency yet.
Pre-AEP (September)
This is the most important email. Tell them you've done a plan review and will call them before October 15. If their plan has major benefit changes, mention it here. Schedule the call in this email.
Post-AEP (December)
Confirm their coverage for the new year. If they didn't change, tell them why staying was the right call. If they switched, remind them of the key benefits they'll gain on January 1.
Annual Review
Look back at the year: any claims, hospitalizations, medications that changed? Confirm their doctors are still in-network. Position yourself as their year-round advocate.