email marketing

12 email marketing campaign tips for financial advisers

Henry Jasper Marketing

Reading Time: 4 minutes

Is email marketing the perfect tool to further build client relationships to help you generate leads?

One of the big advantages of email marketing is that your clients and prospective clients still use email widely. At Goldmine Media, we believe that email marketing remains a highly effective way to further build client relationships to help you generate leads and additional new business opportunities.

But deploying a successful email marketing campaign requires a thorough approach to increase your conversions and achieve your campaign goals. We’ve provided our list of key tips you need to consider when creating and sending an email marketing campaign.

Tip 1: make a schedule

Decide how often you plan to contact your email list, inform your audience upfront so they know what to expect, and stick to a consistent schedule to build trust so they don’t forget about you.

Tip 2: define your audience

An effective email marketing campaign is a relevant email marketing campaign. Like everything else in marketing, start with your target prospective client persona, understand what they want, and tailor your email campaign to their needs.

Tip 3: build a targeted email marketing list

The most successful email marketing campaigns start with an email list full of qualified leads that are interested in what you have to offer. Segmenting your email list lets you send highly targeted emails to each recipient based on their interests or demographic criteria. If it’s relevant to them, they’re more likely to open it; if they open it, there’s a chance they could convert.

Tip 4: establish your campaign goals

Before you come up with your email marketing campaign goals, gather some context and consider the type of email you are sending.

Typical goals for an email marketing campaign include:

  • Welcoming new subscribers and telling them about your firm and values so you start to build a relationship with them
  • Boosting engagement with your content and your proposition
  • Nurturing existing subscribers by providing something they’ll value
  • Re-engaging subscribers who haven’t been particularly active
  • Segmenting your subscribers so you can send more targeted email marketing campaigns

Tip 5: create a compelling subject line

Your email subject line will make or break whether clients or prospective clients open your email or delete it. Do your due diligence. Come up with an honest, compelling subject line that grabs their attention. Subject lines should appeal to the recipient’s curiosity but tell the truth at the same time. This approach will typically have the most impactful success. 

Tip 6: personalise your emails

Call all of your email recipients by their name in emails if you can. Send your emails from the same address every time. The more personal you can get, the easier it is to build trust. You’ll also have a better chance of your emails being opened and read.

Tip 7: don’t overload on copy

Use small paragraphs and economy of language to cater to the short time frame your clients or prospective clients have to go through all their emails. If you have something you want to expand upon, you could link to the rest of the story via a landing page on your website – the search engines will love this.

Tip 8: include a call-to-action

There’s no point in sending an email if you don’t ask the recipient to do something beyond look. Your call-to-action (CTA) can do many things: ask them to click on a link, ask them to fill out a form, ask them to make contact with you, etc. Whatever call-to-action you choose, just make sure you actually have one in the emails you send.

Tip 9: test your email

To ensure the best results, you should send a test copy of your email to one or two of your colleagues. This will help you make sure your email isn’t getting caught in any spam filters. You can also ask them to proofread your newsletter and test every link by clicking on it and making sure it opens on the right page. Ask them to tell you about any grammar mistakes, confusing language, a misaligned offer, etc.

Tip 10: send your email

It’s the moment of truth. Send your email to just 10% of your list to ensure that everything is set up properly. Once you’re satisfied that all is well, go ahead and send it to the remaining 90%. You don’t want to send an email to thousands of people and then discover an error.

Tip 11: listen and respond

Of course, the campaign doesn’t end once you send out your email. The other goal of email marketing is to build relationships with your list and subscribers. You need to be sure that someone is responding to any replies you receive. Any questions or comments need to be handled in a timely manner.

Tip 12: measure your email marketing results

This should come as no surprise. You need to measure everything. Being meticulous about every key metric will help you make small changes to your emails that will yield large results.

Want to improve click-through rates for your email marketing campaigns?

Keep these tips in mind when you create and send your next email campaign. While they won’t necessarily guarantee that your permission-based campaign will be a 100% success, they’ll certainly improve your open rates and ROI. For more information about how Goldmine Media can help your business, talk to a member of our Business Development Team on 0845 686 0055, or email: findoutmore@goldminemedia.co.uk.

Henry Jasper, Digital Strategist, Goldmine Media