Updated on May 20, 2021, at 3:21 PM
There’s no question that email marketing for financial advisors is more important than ever. In a recent survey, 72% of consumers prefer to be contacted by businesses through email.
Before you start writing content for your next email campaign it’s important to have a sound strategy. Ask yourself the following:
- Why does the recipient care?
- How does this benefit me?
- And what do you want to happen?
Make Your Emails Worth Opening
You probably agree that our inboxes are flooded with emails. In fact, the average business user receives 121 emails per day. So, before you get email-happy, think about how your email communication can benefit your recipient. Whether it’s a download offer or an invite to an event, be sure to highlight the benefits that’ll make it worth their while.
A strong subject line will accentuate the benefit they’re about to receive. Keep your email subject line short and sweet. There’s varying opinions, but a good rule of thumb is to keep the subject line a length of three to six words, and ideally no more than nine.
Make Your Emails Worth Sending
Now that you have your reader’s attention, how does that benefit you? Are you collecting information that helps you learn about them? Or, is it simply building your brand?
If you’re going to spend the time generating content and graphics, you want to be sure it’s helping your organization. The communication can benefit you by answering common questions which reduces inbound calls to your staff. If the email campaign is for an event, be sure that you’re collecting the proper information and directing your recipients to information that’ll make your event seamless.
Include a Call-to-Action in Your Emails
Finally and most importantly, “What do you want to happen?” Every great email has a clear call-to-action (CTA). It’s often in the form of a colorful and unmistakable button to click on. Be sure not to bury your CTA in the content of the email. Place it “above-the-fold,” meaning, don’t make them scroll down for it. Don’t be afraid to add some personality to your CTA button. Words like “Submit” have the poorest click-through rates.
Whatever the purpose of your email campaign is, be sure you’re taking into consideration your time and your recipient’s time. A well-thought-out email campaign not only drives engagement, but it’s also a representation of your organization’s brand.
