What Makes Email Marketing So Powerful?
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Fact: Your clients want personalized communications (and your prospects do too!).
But don’t take our word for it—75% of clients want more personalized communication from their advisor, and email is by far and wide their most preferred way of receiving it (YCharts).
Not only does personalized communication help keep your advisor-client relationship going strong, but it actually instills greater confidence in your financial planning and portfolio management services (according to 63% of survey respondents).
Just to recap, email marketing is a powerful tool for:
- Delivering personalized messages to your clients and prospects
- Improving client retention rates
- Building deeper trust in your services and capabilities
- Creating meaningful connections with prospects
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Why Email Marketing?
To say people are obsessed with their inboxes may be an understatement. 88% of us check our inboxes every single day, with nearly 40% checking up to 5 times a day (Forbes). That being said, it’s no wonder 73% of marketers say email is their most effective way of communicating with prospects.
Where social media allows you to share messaging with the masses, emails offer highly targeted opportunities to connect with those who have already shown an interest in you and your offerings. It often serves as a critical bridge between creating a first impression and scheduling that all-important consultation call.
Email marketing enables you to showcase your personality, differentiators, services, and more—all with the intention of helping prospects know you better and build trust before ever even meeting.
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Email Marketing FAQs
Yes! Email marketing can drive traffic to your website from people who are likely to engage with it in a meaningful way. Increased high-quality traffic is critical to improving your website’s SEO. In addition, email marketing can help you build more authority and increase your trustworthiness with audiences, so they are (again) more likely to engage meaningfully with your website later on.
Email lengths will differ depending on intent. A monthly newsletter or quarterly commentary, for instance, will likely be longer than an introductory email or event announcement. While there’s no “magic number” for how long your emails should be, keep in mind that people receive on average 121 emails per day (Venngage). Messages that are short and to the point may be more likely to get read to completion, though people do certainly find value in lengthier communications as well—especially if it’s particularly relevant to their circumstances and personalized.
If you plan on incorporating email marketing into your advisory firm, you’ll need to be consistent and thoughtful in your strategy. Sending messages sporadically or without a consistent look and feel to them can come across as spammy or insincere to readers and will not increase your position as a thought leader.
Emails should be well-written, personable, engaging, and focused on addressing the reader’s pain points. Ideally, you should be able to segment your email marketing by audience as well. If you and your team don’t have the capacity to research topics, write, create templates, and distribute emails on your own, you may find it helpful to outsource email marketing services to a third-party marketing team.