How to Automate Client Merch to Improve Client Experience

Key takeaways

Merch helps in two ways: it improves the client experience, which supports lifetime value, and it promotes your agency when clients wear it.
You need four things: a no code automation tool, a client database, client address and size data, and a print on demand account.
A trigger starts the order. It can be a number of days, a CRM stage change, a form, a button or a message to an AI assistant.
Add a check step so you never order to a missing address or the wrong size.
Use it for loyalty levels, goal rewards, a welcome gift and to apologise after a mistake.
Merch is an addition to good results, not a replacement for them.

Why send merch to agency clients?

Branded merch does two jobs. The first is lifetime value. Lifetime value is one divided by your churn rate, multiplied by the monthly revenue a client pays you. It shows what an average client is worth. A better client experience can reduce churn, and lower churn raises lifetime value.

The second job is promotion. A client wearing your hoodie or carrying your tote bag acts as a walking billboard. People ask where they got it, and the client talks about your agency. Clients who see merch arrive may also post a video about it on social media. This works well if you serve agency owners, because they spend time with other agency owners.

Send more than one item. A few shirts and hoodies give the client something to share with family and friends, which makes the promotion effect stronger.

What do you need to automate client merch?

Four things make this work:

A no code automation tool. Zapier and Make are fairly similar, because both repackage APIs. Zapier is a bit more beginner friendly, and Make is harder to get used to at first but can do a bit more. Try both on a free trial or plan.
A client database. Google Sheets, Airtable or an app builder such as Noloco all work. Track name, email, phone number, address and start date.
Address and clothing size for each client. The easiest way to collect these is an onboarding form.
A print on demand account. Printful was used here, but any service that drop ships clothing works.

How does print on demand work?

A drop shipping service keeps the stock, packs the order and ships it, so you do not hold stock or deal with shipping. In Printful you set up a shop, choose a product such as a shirt, hoodie, hat, bag or accessory, create a product template and upload your logo.

Make a few different products. One can carry a simple logo. Others can have more detailed designs for different levels your clients reach while working with you. If you run in person events, you can ask clients to wear their level, which makes it easy to spot and congratulate them and adds a bit of gamification.

How should the automation flow work?

The right set up depends on your service delivery, so here is the general flow:

Trigger. Something starts the automation: a number of days after joining (30 or 60, for example), a CRM change such as moving from onboarding to active client, a form completed by your customer success manager, a button press in an app builder, or a message to an AI assistant that places the order.
Find the client. Use the email or another detail to find their record, and read their address and clothing size.
Check the data. If the address or size is missing, send the client a message to request it. This stops orders going to the wrong place or in the wrong size.
Choose the design. Pick the product and design that matches the client's stage or time with you.
Place the order. Printful has a direct integration with Make, and other print on demand services work in a similar way.
Confirm. Message whoever triggered the order in Slack, update the CRM or email the client so they know a parcel is coming.

Use 1: loyalty rewards over time

Give a reward after a set period, such as 30 days, one quarter, six months or a year. Use a different design for each milestone, for example a simple logo first and a more detailed design later. The idea is to thank clients for staying with you. At in person events, clients can wear the merch for their level, so you can spot them and congratulate them.

Use 2: rewards for hitting a goal

Send a gift when a client reaches a goal. Merch is easy to automate, but handwritten cards and gift cards also work. How you automate it depends on your set up.

If every client has the same simple goal that is easy to track, use a CRM and a KPI dashboard. When the dashboard shows the goal is met, trigger the order. If clients have different goals, as in one to one done for you work, ask your customer success managers to record each client's goal in the CRM notes. When the goal is reached, they press a button to order the gift.

Use 3 and 4: welcome gifts and making up for mistakes

A welcome gift sent a week or so after the client pays can reinforce their decision and ease any buyer's remorse. It arrives as a pleasant surprise during onboarding, so it should be part of your onboarding automation. It makes a good first impression and shows you take them seriously.

Mistakes will happen in any done for you service, such as a wrong link or a wrong piece of content. A typical fix moves a client from angry to neutral. A thoughtful gesture, such as a care package alongside a proper apology, can move them to happy. Merch is a side dish here, not the main fix. The main fix is still solving the problem.

Throughout, remember that the most important thing is results. Merch adds to a good service, it does not replace one.

Questions people ask

What is lifetime value and how do you calculate it?

Lifetime value shows what an average client is worth. Divide one by your churn rate, then multiply by the monthly revenue the client pays you.

Do I have to use Printful?

No. Any print on demand or drop shipping service that handles clothing works. Printful was used here because it integrates directly with Make. Test a few and pick the one that suits you.

What client information do I need before ordering merch?

Each client's address and clothing size. Collect them with an onboarding form, store them in your client database, and add a check step so the automation asks for them if they are missing.

What can trigger the merch order?

A number of days after joining, a CRM stage change, a form completed by a customer success manager, a button press in an app builder, or a message to an AI assistant.