Communicating by email is a way of life these days. We use email to stay in touch with our loved ones and colleagues, even to reach out to strangers. As a financial advisor, how do you get in on the action? With an email newsletter!
Email newsletters are great for a variety of reasons. You can share helpful information and tips with current clients, keep yourself top-of-mind with prospects and boost your conversion rates.
Step 1: Gather content
The first step to using email marketing effectively is to figure out what kind of content you want to send to your subscribers. Here are some of the best types of content to include in your financial advisor email newsletter:
Think about your potential audience and what kind of information they’re looking for. For example, clients just learning about the basics of finances – from TFSAs to homeownership – will need very different content from incorporated professionals, who will need to know about tax planning and small business loans.
No matter who your audience is, the key is to make sure you provide them consistently with exciting and valuable information!
Step 2: Collect email addresses
Now that you’ve got a handle on content and your target audience, it’s time to start collecting email addresses. To get started, make a list of all current client emails.
After that, try these methods to collect email addresses:
A call-to-action on your blog.
An email collection form.
A lead magnet that requires an email address to obtain.
A link in your email signature to sign up for email newsletters.
Posts on social media about your email newsletter.
Step 3: Decide newsletter details
Now that you’ve got ideas for content and a list of email addresses, you’re ready to start thinking about the details of your financial advisor newsletter.
You need to decide important things like:
Are you interested in having a welcome email for new subscribers?
How often do you want to send out your newsletter?
Do you only want plain text or lots of images?
Keep your tone casual, informative, and easy to understand in all your newsletters.
Step 4: Write your subject line
Your subject line is critical – it’s the first thing your subscribers will see! A good subject line:
Is relatively short – 50 characters or less.
Addresses the subscriber directly using words like “you” or “your.”
Has the same tone as the content.
Congratulations – you’re all set to send your newsletter to your subscribers!
If you’re interested in email marketing but not sure how to get started, we’re here for you – give us a call!