When a client emails you on Monday just "checking in” and follows up again on Thursday asking if you got their last message, it means they’re anxious (probably because they have no idea what’s going on with their project!).
Only communicating with clients when something is going on or you need something from them is why they feel anxious. You're communicating reactively, not proactively. For example, a client emails and asks a question and you respond, a client asks for an update on something and you answer, a client sends a long email with a list of concerns and you send a long email back explaining that everything is fine and where it’s all up to.
This is all a waste of your time (and theirs!) and is totally unnecessary if you implement one of the simplest systems ever, The Friday Email.
This is a simple email to the client (based on a template) that gives them a quick project update every Friday afternoon so they don't harass you the rest of the week.
What goes in it
This email doesn’t need to be long and should take you about 5-10 minutes per client to put together (faster if you set up an AI workflow, see below). It’s best written in bullet points as this is easy to scan and digest by busy clients.
Here’s the structure:
1: Summary of work completed this week with 3-4 bullet points e.g. "Tile selections were finalised and orders placed. Builder confirmed joinery install is scheduled for the week of the 21st August. We received the revised kitchen drawings from the cabinetmaker and have reviewed them."
2: Issues, risks or concerns to be aware of. If something is delayed or has changed or could turn into a problem then flag it here. Always be honest with clients and don't wait until it's a crisis e.g. “The pendant lights are showing a 12 week lead time, three weeks longer than quoted. We're following up with the supplier and will update you on Thursday." If there's nothing to flag, skip this section.
3: Work planned for next week e.g. “We'll be on site Monday to check progress on the bathroom waterproofing. The lighting supplier is due to confirm lead times by Wednesday. We'll send through the updated furniture layout for your review by Thursday."
4: Things I need from you. If you need a decision from your clients and you’re waiting on them put it here with a deadline e.g. We need your final decision on the kitchen benchtop stone by Wednesday 16th so we can lock in the templating date." If you don't need anything, say that so it’s clear e.g. “Nothing needed from you this week."
5: Overall status of your project. Just put one line about the status e.g. on track, on hold, behind etc. This gives clients an instant update on where things stand.
Why The Friday Email is so effective
When a client knows they're going to hear from you every Friday without having to ask, they stop chasing you during the week and stop worrying that things have fallen through the cracks because you're showing them they haven't. You’ll find that the number of mid week or weekend "where are we at?" emails drops to almost zero.
If you implement this system I promise you that your client relationships will be less stressful, you’ll spend less time on email and your clients will feel well looked after.
This system also protects you e.g. when a client says "nobody told me the tiles were delayed" you can point to the Friday email from three weeks ago where you flagged it. Your Friday Emails provide a paper trail that are useful for risk protection and can be used in a legal dispute if you ever find yourself in one. Even if they never read your update, you've sent it and can point to it if you ever need to.
The AI shortcut
You don't need to write these from scratch every week and can use AI to power this workflow.
To do this create an iPhone note for each client project in your phone (keep them in a specific folder). During the week, jot down notes as things happen e.g. "Builder confirmed joinery date for X” “Shop drawings received from joiner” “Need benchtop decision by Wed next week” “Pendant lights delayed"
On Friday, paste your dot points into Claude along with the email script template and ask it to draft a client update email. It turns your rough notes into an email in about 30 seconds.
If you've got four active projects, you can draft all four emails in about two minutes, spend 10 minutes reviewing them and send them out.
If you’ve got good AI skills you can even turn this into a Claude Project or Claude Skill to make it even faster and easier (by the way my AI course for A&D is coming soon and I'll teach you how to do things exactly like this!).
Good client communication is proactive
Clients shouldn’t have to chase you to get information about their project. Proactive communication gives clients information before they ask for it.
The Friday email is the simplest version of proactive communication. It takes almost no time and makes you look more professional than the 95% of designers who only communicate when something goes wrong or when a client chases them.
Try it this week
Start sending your clients this update email this week and watch what happens to the volume of mid week messages you get. I bet you see the difference in days. I also bet your clients will write back thanking you for such a proactive update. :)
