How to Use an Automated Email Campaign to Stay Top of Mind and Win Lifelong Clients

You nailed the appointment. You were warm, professional, and efficient. Maybe you even got a little laugh out of them before they slid their ID across the table.

You left with a solid handshake (or maybe even a hug), and if you followed the S.M.I.L.E. Method, you asked the most important question of all:

“Would it be okay if I stayed in touch?”

And they said yes.

But now what?

This is where most notaries drop the ball. You get busy. You move on to the next appointment. Maybe you followed up once with a thank-you message or asked for a review, but then… crickets.

The connection you worked so hard to build fades into memory. And that’s a shame because your past signers are sitting on a goldmine of future business.

They are:

• People who will need a notary again.

• People who know other people who will need a notary.

• People who already like and trust you.

But only if you stay top of mind. This is where an email drip campaign can help.

What Is An Email Drip Campaign?

A modern email drip campaign is a light-touch, automated way to nurture your past signers, remind them you exist, and gently position yourself as their go-to notary whenever they, or someone they know, needs one.

This is your passive follow-up system that works while you sleep, drive, and sign.

It’s automated, so you set it once, and let it run. Like a digital version of you dropping by with a smile and a reminder: “Hey, I’m still here if you need anything.”

Here’s What a Great Drip Campaign Looks Like:

Timing is Everything

Don’t hit them with 12 emails in 12 days. In some industries that works, but not in ours. Our customers only need a notary when they need a notary. We can’t really prompt a decision to get a notarization for no reason, right? Space them out. I recommend a slow drip, like every 60 to 90 days over a year or two (or longer). 

Keep It Light, Keep It Useful

These emails don’t need to be long. In fact, they shouldn’t be. Think 2-4 short paragraphs max. Share a quick tip, a reminder, or a helpful resource. Just keep in mind this is an automated drip, so the content needs to be evergreen. That means it is useful no matter what time of year they receive it. 

Don’t Always Sell

This isn’t about blasting them with “BOOK ME NOW!” messages. This is about building trust. 3 out of every 4 emails should be non-salesy in tone. Be of service.

Add Personality

Let your style shine through. Whether you’re funny, nerdy, heartfelt, or super buttoned-up, your emails should sound like you (Not ChatGPT, unless you train it right… more on that in a minute). These emails are a perfect way to help your connections get to know you more, trust you more, and maybe even get to like you. And remember what they say…People work with who they know, like, and trust. 

Always Add Value

Every email should answer this question: “Why would they care to open this?” Make it worth their time. Share local updates, events, activities, helpful reminders, or even ideas for organizing their important documents. Remember what my friend and attorney, Jadinah says: “You’re never a bother if you’re bringing value.” 

Make it Easy to Reach You

Your email signature is your mini-billboard. Done correctly, it could do the heavy lifting for “sales” by showcasing your services, specialties, and certifications. Read this article I wrote about optimizing your email signature here. 

At the very least, make sure it includes how to book you, your website, or your preferred method of contact. 

What Kind of Emails Can You Send?

Here are just a few examples:

• “Your Year-End Document Checklist”

• “When You Might Need a Notary Again (and Why It Pays to Plan Ahead)”

• “What Happens to Your Documents After You Die? (Here’s What to Know)”

• “5 Ways to Keep Your Important Papers Safe”

• “Did You Know Your Bank May Not Notarize These Documents?”

• Stories of your experience with your town’s annual _________ parade/festival/fair.

What Tools Can You Use for a Drip Campaign?

You don’t need a full-blown marketing team to make this work. You just need a tool that can:

• Store your contact list

• Schedule emails in advance

• Automate delivery based on timing you choose

• Let you write once and send forever

Here are some simple, low-cost (or free) tools to get started:

Mailerlite (Free up to 1,000 subscribers)

Clean interface, very beginner-friendly, with automation features that rival the big guys. Great for visual people who want drag-and-drop simplicity.

Mailchimp (Free tier up to 500 contacts)

Oldie but goodie. Still a solid option with basic automation, templates, and analytics. Just beware: their pricing jumps as your list grows.

Sender (Free up to 2,500 contacts and 15,000 emails/month)

Yes, really free, as long as you’re under the limits. Simple setup and strong automation tools. Good deliverability. Great value if you want to stretch your budget.

Constant Contact (Free trial, then starts at $12/month)

Tried-and-true with excellent support. A bit more expensive, but it’s like email marketing with training wheels, it’s perfect for people who want phone support and help when needed. Members of the National Notary Association receive a discount. To access, login to your NNA account and navigate to the Constant Contact benefits page. 

Flodesk (Flat $38/month with pretty templates)

For the design-forward notaries who want everything to look beautiful. Not the cheapest, but very user-friendly and stylish.

Don’t get bogged down comparing all the features. Just pick one, get your contacts in there, and start scheduling your emails. You can always upgrade or switch platforms later once you’ve proven the system works. This is important because most notaries get jammed up here and just stop. Pick one and run with it. Nothing is permanent. Nothing. 

If you’re in High Performance Notary (HPN), I even show you how to use AI to write the emails and how to load them into these platforms without pulling your hair out. That’s what “leveraging” is all about: doing the work once, and getting results over and over again.

Want Help With This?

Inside the High Performance Notary (HPN) community, I’ve got:

• A fully customizable 12-email drip campaign (designed to stretch over two years). You can access it directly here. 

• A mini training on how to leverage AI to help you write your own emails in your voice, with your personality, for your ideal clients. 

Because once you master the art of staying in touch, the magic really starts to happen. You’ll get more repeat business. More referrals. And more trust from your local community.

If you’ve ever felt awkward about what to say to your past signers, or you’ve just dropped the ball like I used to, this drip campaign can change everything. You don’t have to do it alone. Come see how we do it inside HPN.

Learn more here

A drip campaign is good for top of mind, but email marketing works even better when you put another strategy into the mix-the broadcast email. So next week, we’ll dive into that.