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Financial advisers use email marketing to build long-lasting relationships

Looking to reach a large target specific audience at a relatively low cost?

Email marketing is a powerful tool that can be used to reach a large target specific audience at a relatively low cost. Email marketing can help build long-lasting relationships with your clients, promote new services and products, and generate leads from prospective clients when used effectively.

However, some critical best practices should be followed to create effective email marketing campaigns. First, it is key to segment your list so that you can send targeted messages to groups who are likely to be interested in your offer.

“48% of financial advice firms rely on email as their primary new client acquisition channel.”

Source: HubSpot

Encourage recipients to open and read your messages

Next, write compelling subject lines and content that will grab attention and encourage recipients to open and read your messages. And finally, make sure to track opens and clicks so that you can gauge the effectiveness of your email marketing campaigns and make necessary adjustments.

“For every £1 spent on email marketing, financial advice firms can expect an average return of £42.”

Source: HubSpot

By following these best practices, you can maximise the success of your email marketing campaigns.

6 steps to create your email marketing strategy

You can learn how to build an effective email strategy and send emails that people actually want to read. It just takes a plan (one that can be broken down into a few key steps).

1. Define your audience: An effective email is a relevant email. Like everything else in marketing, start with your prospective client persona, understand what they want and tailor your email campaign to your audience’s needs.

2. Establish your goals: Define your campaign goals. What are your email marketing goals? To increase brand awareness? To generate more high-value prospective client leads? To increase client value? To improve your website SEO? To grow your firm’s social media presence? To increase your email marketing conversion rates?

3. Build your email list: You need people to email. An email list is a group of users who have permitted you to send them relevant content. To build that list, you need several ways for prospects to opt-in to receive your emails. Don’t be discouraged if you only have a few people on your list to start. It can take some time to build. In the meantime, treat every subscriber and lead like gold, and you’ll start seeing your email list grow organically.

4. Choose an email campaign type: Email campaigns vary, and deciding between them can be overwhelming. Do you send a weekly newsletter? Should you send out new product announcements? Which blog posts are worth sharing? You should set up different lists for different types of emails, so clients and prospective clients can sign up for only the emails that are relevant to them.

5. Make a schedule: Decide how often you plan to contact your list and inform your audience upfront. This way, they’ll know exactly what to expect ahead of time. Forgetting this can lead to high unsubscribe lists and can even end up in their spam. In addition, once you set a schedule, be consistent. It will build trust and ensure you stay top of mind for your audience.

6. Measure your results: Measure everything. Being meticulous about every fundamental metric will help you make small changes to your emails that will yield more successful outcomes.

Now that you understand the steps to creating an email marketing strategy, we’ll look at what’s involved in building your email list.

Missing out on a valuable opportunity to connect with your clients and grow your business?

When used effectively, email marketing can be an invaluable asset for financial adviser firms. It can help them to cultivate relationships with their clients, grow their business, and ultimately achieve their goals. If you’re not using email marketing to its full potential, you could be missing out on a valuable opportunity to connect with your clients and grow your business. For more information, speak to the Goldmine Media Business Team on 0845 686 0055, or email:

Josh Hartwell, Inbound Marketing Executive,
Goldmine Media

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