Email Strategy for financial advisors person looking at email on phone

How to Better Your Email Strategy for Financial Advisor Marketing

Building your email list is a big component to your financial advisor marketing. Yet, capturing qualified leads is only one piece to your email marketing strategy.

A well-executed email marketing strategy includes nurturing your subscribers with valuable content to cement your authority as a financial advisor. As a result, you’ll drive revenue, generate long-term customers, and build brand loyalty. In fact, email marketing yields an average 4,300% ROI for companies in the United States.

So, email is an invaluable tool for building relationships with your audience and keeping them connected to your brand. It pays to define and refine your email marketing. This entails best practices such as email segmentation, using interactive content to foster engagement, and automating the process for success.

Use this guide to implement these best practices to better your email strategy and achieve optimal results from your efforts.

Email Segmentation: Customizing Your Message for the Recipient

Email Strategy for financial advisors

Segmenting your list is a top email tactic for personalizing your email content based on that specific recipient. By categorizing your list, you extend incredible value to your prospects because your message relates to their needs and where they are in the buyer’s journey.

The results from email segmentation are too compelling to ignore. EmailExpert notes that 77% of ROI comes from segmented, targeted, and triggered campaigns. Additionally, marketers who segment their lists experience 28% lower unsubscribe rates. Using this practice is a must in boosting email engagement and increasing revenue.

There are several ways to slicing and dicing your email subscribers to tailor your content. They include buyer personas, location, buyer’s journey, existing clients, career, and preferred content topics. Get started to make your recipients feel you’re speaking directly to them, making your email strategy highly effective.

DOWNLOAD E-BOOK: How to Create Buyer Personas for Financial Advisors

Including Interactive Content: Increase Engagement and Value

Email Strategy for financial advisors

Interactive content is the future of content marketing. As more content is being published (whether blog articles, email or video) at alarming rates, it’s important to enhance your technique to separate yourself from other brands while adding user-experience. Interactive content such as quizzes, polls and surveys, infographics, and slideshows are each valuable as they help your audience digest your message in more engaging ways.

Bring a fresh approach to your financial advisor marketing with interactive content. When reaching out to your prospects and clients, enrich your message with a video they can click on, using an animated GIF (when appropriate), or adding a survey to gain further insights for new customer initiatives or content ideas.

Marketing Automation: Power Your Strategy for Consistency

Companies using automation see 53% higher conversion rates than those not using automation. Email marketing automation executes your campaigns and segmentation goals. By setting up your content in advance to be shared at the right times, you’ll remain consistent in your strategy, building an expectancy that increases open rates.
Begin automating your email strategy. Creating a welcome email series is an excellent technique to delivering ongoing value to new recipients while getting them in the habit of opening your content. Also, a welcome series separates you from competitors who simply focus on one email. Your series can last several days, with each message building on the previous content.

The following offers more ways to leverage automation in your financial advisor marketing:

  • Campaigns that focus on a specific theme. This is excellent for sharing a series of blog posts that relate to one topic
  • Reminder emails for upcoming events (i.e. webinars, local workshops)
  • Follow-up emails after a free consultation
  • Client loyalty “thank you” emails
  • Happy birthday emails
  • Surveys

More Email Marketing Best Practices

Here are additional email marketing best practices to consider in your strategy:

  • Craft a compelling subject line to standout in your subscriber’s inbox. Questions and numbers (listicles) make for great subject lines. Use tools like CoSchedule’s Headline Analyzer to help improve your headlines over time
  • Make sure your email is easy to scan. Most recipients will be reading your content via their mobile device so keep your paragraphs short and use spacing in between
  • Also, keep your message concise and to the point
  • Add social sharing buttons to your email to increase click-through rates
  • Deliver content during the best times. Check your analytics to discover when your audience is most engaged (days of the week, the times) so you can send emails at the right time
  • Test variations of your CTA (call-to-action) locations.
    See what converts the most, at the top, middle or end of your message
  • Focus on one CTA throughout your email

Conclusion

Email marketing is core to your financial advisor marketing. It converts leads into clients and helps improve customer retention. Implementing these best practices will strengthen your email strategy, generating better engagement and ultimately increasing your bottom-line.

Photo by Anete Lūsiņa on Unsplash

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