Doubled my client retention by doing less work (sounds backwards but hear me out)

I run a small digital marketing agency and for the past year I was burning myself out trying to be available 24/7 for clients. Like responding to emails at 11pm, hopping on calls whenever they wanted, basically being their personal support bot.

My retention was okay, around 65% after 6 months which isnt terrible but not great either. Then in October I had some personal stuff come up and I literally had to set boundaries. Started blocking out actual work hours, stopped responding to non urgent stuff after 6pm, and told clients upfront that I batch my communications twice a day.

I was honestly scared theyd leave. But the opposite happened? My retention jumped to like 89% over the last 3 months. Clients seem happier, they respect the boundaries, and weirdly they value my input MORE now. I think because Im not constantly available Im forced to be more strategic with my responses instead of just reactive. Im working probably 15 hours less per week and somehow I've actually got some money set aside now which never happened before. Sometimes doing less is actually the move.