The importance of email marketing in business has never been higher, as the use of technology becomes more popular.  Investment advisors are in a unique position to benefit from email marketing, as they can use it to connect with clients to achieve their financial goals and build relationships and showcase their financial planning services like investment management, exchange traded funds, investment advice, investment portfolio, retirement planning, securities and exchange commission etc.

However, email marketing is not without its challenges, and most financial advisors need to be aware of these before they get started. As a result, to assist you with email marketing, we’ve compiled some of our knowledge and experience on this topic into a blog series: Email Marketing 101. We’ll go through each of the articles in the Email Marketing 101 series in this post as a quick refresher for you.

1. Write a Strong Subject Line

What’s the first thing you notice when you open an email in your inbox? For most people, it’s the subject line of the message. In fact, 35% of email viewers check out a message based only on its subject line. The subject line influences a person’s initial response to a communication and frequently decides whether or not they read it further

As a result, a certified financial planner must begin with the finest subject line. After all, you may be one of the best financial advisors out there and write the greatest email ever, but it won’t be read if your email isn’t opened!

HOW TO IMPROVE YOUR SUBJECT LINE

• Personalization: Personalization is an excellent place to start when it comes to developing your subject line! Email personalization allows subscribers to interact with your company by relating to something of interest to them. In fact, targeted personalization improves consumer interaction, according To 74% of marketers.
• Highlight Benefits: You must offer a reason for why your message is worth reading in order to gain the same level of response. Certified financial planners  should avoid making their email sound like a sales pitch by instead stressing the importance of what’s included.
• Because subject lines are so restricted, making such a statement might be difficult. Start by identifying what makes your email valuable and seeing if you can fit it into your subject. If you can’t, consider any way to imply its importance.

Use Evocative language: You’ll also want to use language that attracts and stimulates the reader’s attention. Emotionally charged and evocative phrases have a far greater impact than bare descriptions to help with people’s financial planning needs.

2. Find an Effective Send Time

Choosing when to send your emails may seem like a minor detail, but it’s critical that you carefully consider when to send your campaigns.

To get you started, follow best practices for email campaign sending intervals to give yourself a baseline. Then track the effectiveness of your emails and try different send durations over time. You’ll determine a time that works best for your clients and prospects after some trial and error.

3. Use an Email Marketing Software

Is your advisory firm using a third-party email service provider? If not, you should reconsider!

The most common type of email automation tool (also known as email marketing) is CyberLink Emailer. This software allows you to write emails and send them from your computer, tablet, or smartphone. You may utilize this program to build loyalty through micro interactions on websites or blogs by displaying customer reviews next to the product item page in order to enhance sales . An online financial planning service that offers virtual access to human financial advisors

The content may be scheduled to be delivered through email or social media using branded landing pages once you’ve gone through the information and determined which you want to send. We understand that compliance is important, especially in the financial sector, therefore all of your content and work are immediately archived by the marketing tools in order to fulfill these requirements.

Other email marketing service providers, such as AWeber, Constant Contact, and MailChimp, can help you manage your company’s email campaigns until you are ready to commit.

4. Provide Valuable Content

It’s critical to make sure that whatever you’re producing is beneficial to your subscribers. This increases the value of your business and helps build your brand. Clients are exposed to thousands of messages every day, so you need to give material that is actually interesting.

This is referred to as “informing your reader.” It was mentioned in the opening line of this message. However, once you’ve caught your readers’ attention, you’ll want to provide them with material in the body that demonstrates how useful it is and encourages them to read more emails from you.

In today’s media world, keeping on top of the news is critical. People want to be kept up to date so that they may feel in command of their lives. That is why it is critical to promote current events, market facts, and timely themes.

When using FMG’s email service, you may choose from a wide range of templates and content to include in your next email or newsletter, all of which is readily editable. Customize it to your topic and see your conversions increase.

5. Build and Segment a Subscriber Lists

A marketing agency claims a 760% boost in email revenue from segmented campaigns. As a result, it’s critical for a fee based financial advisor to create and segment his/her subscriber lists.

Unwanted communication has become increasingly more sensitive, resulting in an increase in Inbox clutter. As a result, you must use your subscriber lists with care and relevance. Make sure the content of your email is valuable for your audience to read!

6. Create a Newsletter That Subscribers and Prospects Will Want To Read

Maybe you’re already all set up with your ESP (email service provider) now that you need assistance generating material that your subscribers will enjoy reading. You’ve come to the right place! We’re going to tell you everything there is to know about how to write a newsletter that your subscribers will read in this post.

7. Keep Your Email Short

You don’t have time to write a novel, and your readers don’t have time to read one. So, keep your email short and sweet. The best emails are typically between 50-200 words.

9. Use Images Sparingly

Images are a great way to break up text and add visual interest to your email. However, avoid using too many images, as this can make your email seem cluttered and difficult to read. Instead, use images sparingly, and only when they add value to your email.

10. Use Alt Text For Images

Alt text is a short description of an image that is displayed if the image cannot be loaded. This is important for two reasons: first, it helps ensure that your email can be read by everyone, regardless of whether or not they can see the images; and second, it helps improve the deliverability of your email, as some email providers block images by default.

11. Test Your Email Before You Send It

Before you hit “send” on your next email, make sure you test it first! This means sending a test email to yourself or to a small group of people who can give you feedback on what works and what doesn’t.

12. Use an Email Signature

An email signature is a small block of text that appears at the end of your email. It typically includes your name, job title, and contact information. A good signature makes you look more professional and can help promote your business.

13. Follow Up With Your Subscribers

When someone subscribes to your email list, follow up with them! This is a great opportunity to introduce yourself, thank them for subscribing, and give them a taste of what they can expect from your emails.

14. Keep Your Email List Fresh

It’s important to keep your email list fresh, which means regularly removing inactive subscribers. Inactive subscribers are people who haven’t opened or clicked on an email from you in a while. Keeping your list fresh helps ensure that your emails are being seen by people who are actually interested in what you have to say.

15. Use an Email Marketing Service

If you’re serious about email marketing, then you’ll need to use an email marketing service. An email marketing service is a platform that helps you manage your subscribers, create and send emails, and track the results of your campaigns.

It’s a highly personal choice to hire expert assistance with your money, but any time you’re overcome with anxiety, concerned, stressed out, or simply confused by your finances may be an excellent moment to seek for a financial advisor. If you can’t afford it, the Financial Planning Association may be able to assist you with pro bono volunteer aid.

There are many different email marketing services to choose from, so make sure to do your research before settling on one.

Conclusion

Email marketing is a great way to connect with your subscribers and build relationships with them. By following the tips in this post, you can create an email newsletter that your subscribers will actually want to read! As an investment advisor, you should always be looking for ways to improve your client relationships. If you’re not already using email marketing, then now is the time to start.