The problem
Estate plans go stale after a marriage, divorce, birth, death, move to another state or a big change in assets, and many past clients never think to call. If a firm has 450 past clients whose plans are 4 or more years old and a reminder would bring in 2 plan updates a month at a $1,200£902€1,074A$1,732C$1,696 flat fee, that's $2,400£1,805€2,147A$3,465C$3,392 of work a month not happening.
What the AI does
Brevo is an email marketing service. The firm imports past clients who can be emailed, with the year their plan was signed, and builds a segment of plans 4 or more years old. Each month it sends a short reminder to the next 100 or so: the life events that can affect a plan, the review fee and how to book. Brevo's Starter plan includes segmentation and an AI content generator that drafts subject lines and email copy; an attorney approves every email before it is sent. The email gives general information only; whether a plan needs changing is decided in the review meeting.
A worked example
An illustrative example built from typical figures, not a named business.
A solo estate planning attorney in Naples, Florida, with one paralegal has about 450 past clients with plans signed 4 or more years ago. She sends a reminder to about 100 a month, oldest plans first, and books reviews by phone.
Before
0 reminders sent; past clients come back only if they remember the firm
After
About 100 reminders a month, with an assumed 2 plan updates booked a month at $1,200£902€1,074A$1,732C$1,696 each
What it's worth
About $1,200£902€1,074A$1,732C$1,696 a month in profit, at an assumed 50% margin on $2,400£1,805€2,147A$3,465C$3,392 of extra work (2 plan updates a month at $1,200£902€1,074A$1,732C$1,696). Starter is $8.08£6.08€7.23A$11.66C$11.42 a month billed yearly or $9£7€8A$13C$13 monthly, from 5,000 emails a month, with the Brevo logo on emails; Standard at $16.17£12.16€14.47A$23.34C$22.86 billed yearly or $18£14€16A$26C$25 monthly removes the logo. The 2 updates a month is an assumption; track bookings against each send.
How to set it up
- Import only past clients who haven't opted out, with the year their plan was signed, and check the contact allowance of the tier you choose.
- Build a segment of plans 4 or more years old and plan to email about 100 a month, oldest first.
- Draft the reminder with Brevo's AI content generator if it helps, keeping it general: life events that can affect a plan, the review fee and how to book. Have the attorney approve it.
- Send from the firm's own domain with a working unsubscribe link and the firm's physical address in the footer, as CAN-SPAM requires.
- Before each send, remove anyone who has died, become incapacitated or asked not to be contacted, using the firm's own records.
What goes wrong
- A reminder sent to someone who has died is upsetting for the family. Check obituaries the firm knows about and trust administration files before each send.
- Keep the email general. Telling a named person their plan is out of date is advice, and that belongs in the review.
- State bar advertising rules apply to marketing email. Former clients are usually exempt from solicitation limits, but check your state's labeling and record-keeping rules before the first send.
- AI-drafted copy can promise too much ("avoid all taxes"). The attorney edits out anything that could mislead before approving.