How to Tell a Client Results Are Down: Email Template
A short email for telling a client results are down: the result, the likely cause, the plan and an invitation to talk.
Best for: The day you have confirmed a drop and have a first plan, before the next report.
The template
Replace anything in [square brackets] with your client’s details.
Subject: [Client name]: [metric] is down, here is what we know Hi [Name], I want to flag something before our next report. [Metric] was [result] this [week / month], [x%] [down / below target] compared with [comparison]. WHAT WE THINK IS HAPPENING The most likely cause is [cause]. [What you checked, in one sentence.] [What you are still checking, if anything.] WHAT WE ARE DOING - [Action 1, with a date] - [Action 2, with a date] WHAT WE EXPECT [What you expect to see and when you will report back.] Is there anything on your side that changed, such as offers, stock, pricing or website updates? I am free to talk through it on [day/time]. [Your name]
A filled example
This example uses made-up numbers for illustration.
Subject: Brightside Dental: leads are down, here is what we know Hi Priya, I want to flag something before our next report. Leads were 78 this month, 18% below target compared with 95 last month. WHAT WE THINK IS HAPPENING The most likely cause is that two of our campaigns were bidding against each other on the same searches, which pushed up the cost of each click. We have checked that tracking is working, and we are still reviewing the search terms report. WHAT WE ARE DOING - Pausing the weaker campaign today - Moving its budget to the campaign that converts, by Friday WHAT WE EXPECT We expect cost per lead to ease within two weeks. I will send a short update next Friday. Is there anything on your side that changed, such as offers, opening hours or website updates? I am free to talk through it on Thursday at 10. Sam
Tips for using it
- Send it as soon as you have confirmed the drop and have a first action, not at the next monthly report.
- Only name a cause you can support. If you do not know yet, say what you are checking.
- Never blame an algorithm update or seasonality unless you can show it in the data.
- Keep it short. One clear message beats a long apology.
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Common questions
When should you tell a client results are down?
As soon as you have confirmed the drop and have a first plan. Waiting for the monthly report usually makes clients more anxious.
What if the cause is our mistake?
Say so directly, say what you are changing and how you will prevent it. Owning a mistake early protects trust better than a late discovery.
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