Financial Advisors: Are You Optimizing Your Emails?

54% of marketers rate email as the most effective type of digital marketing and the least difficult to execute (Mailigen). Email marketing provides Financial Advisors an effective way to stay in touch with current clients and prospects. Here are 6 ways to optimize your email marketing for better success in the future:

  1. Personalize Your Emails

It’s 2016. Consumers want to have a conversation with a business rather than be sold to. The first step to take is to make sure that you are not sending your emails from a [email protected].

Personalize your emails to each recipient. The most effective way to do this is to include their name in the first sentence of your email copy.

So you’ve personalized your email, what’s next?

  1. Use a Call-To-Action (CTA)

89% of marketers say that email is their primary channel for lead generation (HubSpot). You’ve grabbed your reader’s attention, but how do you convert them into a client? Use a CTA.

A CTA is a button or link that you place on your website, or in this case email, to drive prospective customers to become leads.  Now, what makes a good CTA? Visually, the button should large enough to see and placed in an easily visible spot. Make sure that your message is clear, direct and motivating. Some great CTA examples include:

CTA Example using Humboldt County website

CTA Example using Huemor website

CTA example using Spotify website

  1. Is your email visually appealing?

81% of people skim content online rather than read it word for word. Don’t overburden your emails with too much text. The results will be disappointing. As an Advisor, you should try to visually communicate information to prospects. Considering that the average person gets distracted in 8 seconds, you want to ensure that your emails are concise, visually appealing and make information retention easy. Simplicity is key.

PayPal does a great job at simplifying their emails (image below). Their content is delivered in a clever and concise way, while communicating how their product can benefit the reader.  This email is simple, direct and very easy to follow.Visually appealing email example using a PayPal email

  1. Have a compelling subject line

Don’t over-think this! The more direct your subject line, the better. Using phrases that come off as a sales pitch will make your email recipients feel that you are trying to trick them. So, avoid phrases like “The best decision you’ll make today.”

According to HubSpot, over 1/3 emails are opened based on the sub   ject line alone. You want to create a subject line that instills curiosity or provides value to your recipient. As an Advisor, what works for someone in social media may not necessarily work for you. Over time, get a feel for what your recipients respond to best and stick with it.

  1. Advertise your online presence

Optimize your email by providing links to your social media accounts and your website. In other words, provide your readers with the option to visit your Twitter, Facebook, or any other social media platform you use as well as your website to advertise your business. By doing this, you should notice an increase in views, likes and followers on the platforms that you advertise. As an Advisor, this could also aid in converting your leads into clients!  Email is the dominant form of business communication and when used wisely, can greatly increase your client base. Shown below is a great way to visually advertise your links.

  1. Are you mobile-optimized?

Millennials are the age group most likely to check their email from bed (70%), from the bathroom (57%), or while driving (27%) (Capterra). As a Financial Advisor, this generation of consumers is very important to the future success of your business. To secure your millennial leads, you want to ensure that you are not only able to reach them, but to convert them into clients as well. According to emailmonday, 67.2% of consumers use a smartphone to check their email. To successfully grab their attention, you want to engage them on all platforms – especially mobile.

Email marketing is still considered one of the most effective types of digital marketing. As a Financial Advisor, you want to utilize this form of digital marketing to effectively stay in touch with current clients and prospects.