Yes, your clients do want to hear from you. While most people don’t care to hear from their doctor or lawyer (unless there’s a specific issue), people do want to hear from their Financial Advisor. Clients care about their money. This is why Financial Advisors need a regular email newsletter.
Regular email communication is an opportunity to build on relationships by demonstrating professionalism, knowledge and unique value proposition. A timely email newsletter will also increase the chances that you will be remembered and potentially referred to others.
Your clients and prospects are always looking for information that can help them make better financial decisions. Newsletter emails are welcomed by your clients and prospects as long as they meet their specific needs.
By segmenting your list, you can provide even more targeted information based on demographics, interests and even the type of financial needs they have.
Connecting to your customers in person is a matter of being personable, presentable, and professional—and that’s easy to do via email as well. Your newsletter can provide great value, by informing your customers with interesting content that resonates with them.
The first thing many people do when they sit down at their desks is to go through emails. Research from OptinMonster show that almost 60% of people check their email first during any given day before anything else, including social media profiles and app notifications. People who check their email before any other digital communication platform are generally more goal-oriented than people who look to social media before anything else.
In addition, at least 91% of consumers check their email on a daily basis. While you can go for a few days without checking social media, most people check their email several times a day.
When you send content straight to your reader’s inbox, you bypass Google’s search algorithm and the changing whims of social media platforms. It’s the most direct connection you can have with your audience.
While it’s not possible to target your information to meet everyone’s needs all of the time, there are some things that your clients or prospects will always find to be of interest. By providing a mix of interesting and entertaining information, your clients and prospects are more likely to find something of value. By incorporating the information in a newsletter format, they will be able to scan through it until they find the information that is intended for them. Here are some examples of newsletter content:
At the time of writing in 2020, the COVID-19 virus is still sending shockwaves through the stock markets. One of the best ways to send out a message of reassurance to clients of Financial Advisors is via an email or newsletter campaign.
What are the problems your customers face, and what about money makes them feel guilty, anxious, or fearful? You can actually assuage some of these unpleasant emotions by addressing them in your newsletters. You can give your readers a sense of normalcy by approaching their concerns with great content. And that kind of connection builds trust over time.
Many financial newsletters simply send out an email attachment. Not only does this tend to hinder your delivery rates (due to anti-spam filters), but it also confines your readers to their inbox rather than driving traffic to your website. With a smart financial newsletter, however, you can include links to valuable content on your website. This increased traffic can then be analysed using reporting tools such as Google Analytics to see which content is resonating most clearly with your audience, and helping you to refine your content strategy for the future.
Email newsletters are also highly effective for building your online community. By starting a conversation in the inbox, where engagement is more focused, and then finishing it in the social media arena, which has more reach, you’ll generate more activity on Facebook feeds and beyond.
At Ipso Facto, we specialise in newsletter creation, design and copy for Financial Advisors. We manage the process from end-to-end, including posting your newsletter across your social media channels and providing detailed reports on opens, clicks and performance. Contact us and we’ll provide you with a no-obligation proposal and some examples of our recent works.
We’ve seen incredible examples of Financial Advisors gaining new clients and driving awareness via their email newsletters. Our clients regularly smash the average open rates with 60 to 65% open rate for clients, and 35 to 40% for prospects. Check out how we compare with the average open rates below.