Email Marketing

Email Marketing for Fee-Only Financial Advisors: How to Send Messages that Provoke

Did you know that for every $1 spent on email marketing, $44 can be made in return (Source: WordStream)? Email marketing for the financial and other industries has proven to increase client sales and boost retention.

In fact, when done correctly, it can be a tremendous driving force towards increasing your bottom-line.

Yet, your recipients must engage with your email content to be effective. You see, it’s crucial that you’re delivering messages that encourage your subscriber to take action…whatever action that may be.

So how can you craft email messages that stand out and moves people to take the next step? Here are a few tips to create content that engages and bolsters your email marketing for your financial advisor digital marketing strategy:

#1 Be Authentic

email marketing

Showcasing your true personality in your email content will separate you from the other messages in the inbox. In an era where consumers are inundated with email, being authentic and transparent will make you memorable. Users are more likely to engage because they connect with our realness.

So, establish your brand personality and stick with it. Be sure that it’s consistent across your various marketing channels including social media, your blog, and website.

Keep showing up in their email inboxes with the same personality and you’re sure to give your firm the slight edge.

#2 Show Humor and Be Relatable

One of the reasons why people hop on social media is to be entertained. You can also apply this to your email content.

You see, emails that are witty and elicits an emotional response such as laughter wins. Yet, being average and like every other email will get you ignored.

Also, many of your competitors are afraid to take risks in this regards. So a big benefit of adding some wit to your content is you’ll be a bit more relatable as a financial advisor!

Use this knowledge to your advantage. Plug in humor when appropriate to give your readers a chuckle. Bring people into your world by humanizing your brand and being relatable. The more ways you authentically give people to connect with you, the more successful you’ll be in driving action from your email subscribers.

#3 Create a Connection

We’ve mentioned this a few times, so it’s worth having its own section: create a connection with your list to continue building that relationship.

People do business with those they know, like, and trust. By focusing on creating a genuine connection and building rapport with your subscribers, you give them more reasons to like your firm.

One of the best ways to create a connection is by storytelling. In fact, storytelling is the single most underutilized tactic yet yields a powerful emotional response from readers. Take your subscribers on a journey by sharing a short snippet of a story (whether for your brand, client, or organization you support) in the email then prompting them to click to read more (directing them to your website).

Email marketing

Another tactic is to show your list some love and/or appreciation. Thank your subscribers for remaining on your list. Show your clients some thought and appreciation by highlighting them on their birthday, anniversary, or for reaching a milestone in their financial planning.

#4 Illustrate Your Points by Showing

When you give your list experience, you’ll continue to drive engagement with your email marketing. This, in turn, bolsters your overall digital marketing. Their response improves your reputation, visibility, and deliverability.

A top tactic for improving engagement and the email experience is through visual and interactive content. Showing opposed to telling, and illustrating your examples help your subscribers remember your email…and brand.

Here are a few strategies for adding more visuals and interactive content in your email marketing:

  • Educate your list with interactive training and apps (i.e. retirement calculator), spreadsheets they can use for budgeting, etc.
  • Entertain using videos and quizzes. If you target millennials, they tend to enjoy quizzes! Also, an initial email with a video receives an increase click-through rate by 96%
  • Invite participation by leveraging surveys and polls. This is an excellent way to boost engagement and gain more insight into what it is your potential client wants and needs

Learn More Inbound Marketing Strategies

In Conclusion…

Taking the time to hone your email strategy will prove to be a profitable move for your financial advising firm.

In addition to generating leads, nurture them by sharing unique, compelling email content that showcases your personality adds humor and brings value. Keep them opening your content by illustrating your message through multimedia and interactive content forms.

Finally, strive to create a genuine connection with your content that elicits emotion and fosters a relationship with your subscribers.

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