Client report email scripts for agencies
The report itself is only half the job. What you say in the email it's attached to decides whether a client actually opens it, reads it, and trusts what's in it — especially the month the numbers aren't good.
There are five emails that come up over and over once a client report is going out every month: the good-month delivery, the bad-month delivery, a nudge for a client who's stopped reading, a proactive heads-up when the report surfaces a problem, and an upsell built directly on what the data shows. Below is the one agency owners ask for most — the bad-month email — free, no email required. The other four plus a report-timing cheat sheet are one form away.
The bad-month email
This is the one most agency owners put off writing until they're staring at a client report with a number that went the wrong way. Lead with what happened, say what you're doing about it, and don't make the client dig for the bad news themselves.
Copy-paste email template
Subject: Your [Month] report — here's what happened and what we're doing about it Hi [Client First Name], Your [Month] report is ready, and I want to flag something upfront rather than let you find it buried in a chart: [metric] was down [X]% from last month. Here's what happened, and what we're doing about it. What happened: [one or two factual sentences — a platform change, a seasonal dip, a paused campaign, whatever the report actually shows]. This isn't a guess we made after the fact — it's what the data behind this report says. What we're doing about it: [specific action #1], and [specific action #2]. We'll have a read on whether it's working by [timeframe — usually the next report]. The full report is attached (or linked below) if you want to see the numbers behind this. We'd rather you hear the full picture from us than notice it yourself later and wonder why we didn't mention it. Happy to jump on a call this week if you'd like to talk it through — otherwise we'll keep you posted in the next report. [Your Name] [Agency Name]
Get the other 4 scripts + the timing cheat sheet
The good-month delivery, the re-engagement email, the proactive problem flag, and the report-based upsell — plus a one-paragraph cheat sheet on when to send each one. All five land in your inbox as soon as you submit.
These guides ship inside every AgencyWorks template as the Client Onboarding Kit.
See the templates