Retention is really all about relationship. You create relationships by increasing your value communication. Value communication is providing content that you readers care about. Create a real relationship, not just a "I take your money and give you coverage relationship."
There are at least 5 ways to touch clients and they don't all have to be through the mail.
1. Staff member calls them 2 times per year
2. Voice broadcast 2-3 times per year on major holidays. Voice broadcasting is THE cheapest mass media available on the market offline. The best way to use this is to make it go to their voice mail, not a live answer. That way you just leave a message on their machine and wish them a merry Christmas.
CAUTION: Don't sell on these messages, use them as a touch, a relationship builder, and a friendly reminder that you are never too busy for referrals. (Let me know if you want a lead on a service that does this, or just Google "voice broadcasting" you'll find plenty).
3. Email them at least 1 time per month with relevant, interesting content.
Never sell through email, just provide value, and don't bore people to tears with insurance jargon. Make your emails personal and interesting. Share case studies from clients who had the right coverage, and were glad they did.
4. Cross sell letters at least 3 times per year. The customer list is where the money is.
5. Monthly newsletter. I've heard some people dis newsletters, saying only do them once or twice per year. I have to tell you in my experience... that's bad advice.
Sure if you send a boring, stuffy, insurance focused newsletter, it's not going to get read. But make your newsletters interesting, fun to read, and full of human interest and clients look forward to them each month.
PLUS, they more than pay for themselves with increased retention (substantially in some cases) and increased referrals. This is a tool that self perpetuates when it's done right, because people like the newsletter, and they share it with friends and neighbors. Plus you can always remind people of your referral program within the newsletter.
Make the newsletter PERSONAL. This is the most important part. Creating a relationship with the clients happens by them feeling like they know and like you, and this is what you can accomplish with good personal newsletters.
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