This article is a guide for Agency Principals with an LOA book of business to enable automated outreach campaigns through the Spark platform. Enabling the campaign for an LOA book takes actions from both roles — this guide breaks down who does what. For a full overview of the campaign, timing, and what your clients receive, see Client Retention Program. For specifics about our AEP Needs Assessment campaign, see 2027 AEP Retention Campaign.
Before you get started
Retention campaign configuration does require set up to be completed across your downline agents. The set up steps may not be for every agency. Here are a few things to know before you work on setting things up:
Upload your book of business as an LOA book in Spark. The first step to getting automated outreach to your clients in Spark is to upload your LOA book to Spark. Here's a guide on uploading your book of business, if you have not completed this yet.
Activation must happen in order. The Agency Principal account of the LOA book must enable Client Retention at the agency level before any LOA agent can opt in. There is no way to activate the campaign at an administrative level. Each individual agent must complete their own setup steps for their assigned clients to receive engagements.
Engagements are routed to the agent assigned to each client. Campaign communications go out from the agent listed as the assigned agent in the LOA book, not from the agency. Each agent must complete their own activation for this to work.
Branding comes from each agent's Spark account. Emails and postcards are sent with the assigned agent's headshot, name, and contact details as set up in their individual Spark account. There is currently no way to send campaign communications from the agency directly.
Unassigned contacts fall back to the AP's marketing profile. Any contacts in your LOA book that aren't assigned to a downline agent will receive engagements using the marketing information on the LOA Agency Principal account.
How it works: a two-role setup
LOA agencies can run the AEP Retention Campaign for their own book of business, but it takes two steps in order:
Order | Role | Action |
1 | Agency Principal (AP) | Enables Client Retention for LOA agents in the back office. |
2 | LOA Agent | Opts in and configures the campaign on their own account. |
Enabling the feature at the agency level does not opt any agent in automatically. Until the AP completes Step 1, the campaign won't be available for the agent to activate — so if you're an LOA agent and don't see the option to opt in, that's the first thing to check with your AP.
Step 1 — For Agency Principals (AP actions)
As the AP, you control whether your LOA agents can access Client Retention features. To turn it on:
Open your back office in the LOA View of Spark.
Go to the Agents & LOA settings section.
Click LOA Settings.
Enable Client Retention for your LOA agents.
Once enabled, Client Retention becomes available to your LOA agents to opt into individually. Each agent still needs to activate the campaign themselves (see Step 2).
Also coordinate on branding. Campaign communications are branded with the individual agent's details, not at the agency level (see "How branding works" below). Align with your LOA agents on how their marketing profiles should be set up so your clients receive consistent, agency-appropriate branding.
Step 2 — For LOA Agents (agent actions)
Once your AP has enabled Client Retention, complete the following on your own account.
1. Confirm your AP has enabled Client Retention
If you don't see the option to opt in, contact your AP and ask them to confirm Client Retention is enabled in their Agents & LOA settings (Step 1).
2. Set up your branding
Because campaign communications use your profile (see "How branding works" below), update these before you configure:
Navigate to the Marketing Profile page in your Spark account.
Update your Marketing profile with your headshot and agency logo.
Edit the Agent Details page with your name, phone, email, and return address
Coordinate with your Agency Principal on the expected branding setup first.
3. Opt in and configure your campaign
In your back office:
Navigate to Client Retention Programs in the back office.
Opt in to the AEP Retention Campaign.
Set your campaign start date (flight).
Set your postcard preference (postcards are not included by default — you must opt in if you want them).
Set your needs assessment preferences (targeted questionnaire and/or required SOA).
These settings apply specifically to the AEP Retention Campaign and don't change your general needs assessment defaults.
How branding works
This is the most important thing for both APs and LOA agents to understand.
Campaign communications are branded with the individual agent's details — not at the agency level. Every postcard and email pulls from the agent's own profile, not a shared agency brand:
Headshot & logo come from the agent's Marketing profile in Spark.
Contact information (name, phone, email, return address) comes from the agent's Agent Details page in Spark.
Because the campaign is not agency-branded, LOA agents and APs should coordinate on marketing profile setup before the campaign starts. Some agencies have their LOA agents align on consistent agency branding within each agent's individual marketing profile.
What happens next
Once the agent has opted in and the campaign begins, their active clients start receiving the email drip (and optional postcard). As responses come in, the agent reviews and acts on them in Spark.
For a full walkthrough of finding responses, filtering contacts, and following up, see Managing Client Responses from the AEP Retention Campaign.
Related articles
Managing Client Responses from the AEP Retention Campaign
Still stuck? Reach out to our team at [email protected].