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Tips from Redtail’s Training Team: How to Handle . . . Client Loyalty

Category: Resources
How to Handle Feature

Redtail’s Training Team puts together these “How to Handle” posts in order to make you aware of some of the ways you might use Redtail CRM to assist with processes, events, etc., that are likely to come up for most offices at one point or another.

This one will focus on how you can use Redtail CRM to track and reward client loyalty. For each step in the directions, we’ll provide relevant links from our helpdesk as well as images or gifs to give you a better idea of what the process looks like within Redtail.


It’s often said the cost for attracting a new client is five times that of retaining an existing client. With this in mind, what is your office doing to reward client loyalty? By using the CRM to track these loyal clients, we can start rewarding them in a manner commensurate to the value they bring to our business.


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

Contact Details
Redtail Essentials: Contact Record Video

update contact details2. 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?

record personal interests

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

a. Marital Anniversaries:

Wedding Anniversaries Reminder Report

wedding anniversary reminders report

b. Birthdays:

Birthday Reminders Report

birthday reminders report

c. Client Anniversaries:

Client-Since Anniversaries Report

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:

Bonus appreciation effortsResult:

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.

As always, if you have any questions you can reach out to our team at or 800.206.5030. We are always happy to help you understand any aspect of Redtail CRM better so that you can better put it to use in your business!

Redtail dog with a headset

Posted by: Redtail Technology
About: Redtail Technology, Inc. is a leader in web-based Client Relationship Management solutions for financial advisors.