The Ultimate Email Marketing Guide for Financial Advisors

The importance of email marketing in business continues to grow as the use of technology becomes increasingly popular and even more so as most businesses have moved online during the coronavirus pandemic. Twenty Over Ten is known for developing successful websites for financial advisors, but we always want to take it a step further. So, to help you tackle email marketing, here is some of the knowledge and experience that our team at Twenty Over Ten has gained in this area in a blog post series: Email Marketing 101. In this post, I recap each of the posts in the Email Marketing 101 series as a quick overview for you.

1. WRITING A STRONG SUBJECT LINE

What’s the first thing that you notice when you receive a new email in your inbox? For most people, the first thing that they read is the email’s subject line. Subject lines determine a person’s initial reaction to that message and often decide if the subscriber opens the email at all. The success of your company’s email campaigns begins with a strong subject line. A great way to enhance your subject line is to personalize it! email personalization is a great way to help customers engage with businesses! In fact, 74% of marketers say targeted personalization increases customer engagement.

35% of email recipients open email based on the subject line alone.

2. Best Times to Send Campaigns

Choosing when to send your email messages may seem like an afterthought, but it is very important that the decision of when to send your campaigns is a well-thought-out and educated one. Reaching your niche audience at the ideal time is vital to the success of any email marketing campaign. I hope this post helps you more effectively choose the best time to reach out to your current and prospective clients.

3. Email Service Providers

Is your advisory firm utilizing an email service provider? If not, then you should be! Twenty Over Ten recently launched Lead Pilot, which gives financial advisors an all-in-one, intuitive platform to dramatically increase the number of leads and simplify the entire inbound marketing process. With this platform, users can launch robust, multi-touchpoint content campaigns from a streamlined, easy-to-use dashboard. The content in the media library includes video, editorial and infographic content, and it is completely editable and can be tailored to fit the needs and niche of each user.

Once you have pored through the content and figured out which you would like to send, put on your website, etc., the content can be scheduled to be sent out via email or social media with the use of branded landing pages. I know that compliance is a huge deal, especially in the financial industry, so all of your content and work are automatically archived to meet these standards.

If you are not ready to commit to a particular service yet, there are other email service providers available to choose to facilitate your company’s email campaigns, such as  AWeber, Constant Contact, and MailChimp.

4. Message Content

When you are creating content, it is imperative that what you are producing is valuable to your subscribers. Doing this creates value for your company, as well as helps to build your brand and create rapport. Since clients are exposed to thousands of messages every single day, you need to provide them with compelling content that will be useful to them.

Once you have roped them in with a strong headline, provide them with content in the body that will teach them something. They need to get value out of what you are sending, make them look forward to your next email or newsletter. At Twenty Over Ten, the team provides our readers with a “Bi-Weekly Newsletter” where they send out five of our favorite blogs or video from the month, in addition to, a “Monthly Newsletter,” that we send out at the start of every month. It includes timely and useful blogs, infographics, videos in addition to our webinars that will be taking place that month and a call-to-action at the end. It's a goal for readers to come away from all of our emails feeling as though they have learned something.

As mentioned in the point above, when you are using Lead Pilot, you can choose from a robust library with tons of editable content to include in your next email or newsletter. Tailor it to your niche and watch your conversions soar.

5. Building and Segmenting Subscriber Lists

This next and final post in our Email Marketing 101 series covers how to effectively build and segment subscriber lists. It is crucial to constantly be adding subscribers to your lists and to tailor your messages to them accordingly. Inbox clutter is on the rise and this has caused people to become increasingly more sensitive to unwanted communication. Because of this, you need to develop your subscriber lists with relevance and care. When you do send an email, make it worthwhile for your audience to read it!

Marketers report a 760% increase in email revenue from segmented campaigns.

6. Creating a newsletter that customers & prospects will read

Maybe you have the basics in place with your ESP (email service provider) but now you just need help creating content your subscriber base will read. Look no further! In this post, check out all the details on how to make a newsletter your subscribers will actually read.