Email marketing isn’t just “nice to have” anymore. If you’re a financial advisor, it’s a must. Why? Because it’s one of the easiest and most effective ways to connect with your clients and prospects! But here’s the thing: you can’t just throw emails at people and hope for the best. There’s a right way of doing email marketing to convert leads into clients!
Is Email Marketing for Advisors Worth It?
‍Your clients are busy. You’re busy. Everyone’s busy. But staying connected is key! Email marketing lets you drop into someone’s inbox without being intrusive. It’s personal, direct, and—if you do it right—exactly what your clients need. Whether you’re sending out financial tips, market updates, or reminders about deadlines, email marketing keeps you front and center!Plus, it's not as complicated as you might think. Tools like Mailchimp, Hubspot, and Kit make the whole process pretty painless. You can set things up, schedule them out, and move on to your next task while your emails work for you!
Writing Emails That Clients Actually Open
‍You don’t need a PhD in marketing to make emails work. But you do need to keep it simple. Here’s how:
- Short and Sweet
Keep your emails concise, your clients probably don’t have time to read an essay. If you can’t say what you need to say in a few short paragraphs, consider rethinking it. Studies show that 86% of a general audience reads at an 8th grade level, so aim for clarity and simplicity. The more concise your message, the more likely people are to read it. - Get Personal
Make your emails feel like they’re written for your audience. Use their name, talk about something relevant to their financial goals, and offer snippets from your own personal life. Emails with personalized subject lines are 26% more likely to get opened. - Subject Line Matters
47% of recipients open emails based solely on the subject line, while 69% mark emails as spam based on the subject alone. Write something that grabs attention but doesn’t feel like clickbait. Avoid ALL CAPS and a bunch of exclamation points. Keep it professional but interesting. - A/B Test It
Not sure if your subject line or call-to-action is hitting right? Test it! Most financial advisor email marketing tools like Mailchimp or Kit let you try different versions of your email to see which performs better and receives more engagement. It’s a small tweak that can make a big difference.
Building Your Client Email List
‍So, how do you get people on your list? Don’t worry—you don’t need to beg. In fact, asking clients often backfires and turns them away. Instead, focus on creating genuine value and establishing trust so prospects will be more inclined to join your list voluntarily. Think of it as inviting people into a conversation, not simply collecting email addresses. By approaching it this way, you’ll create an engaged audience that’s excited to receive your insights and offers.Here are a few steps to get you there:
- Offer Something Valuable
People won’t give you their email or contact info unless they get something in return. That’s where lead magnets come in. Examples of great financial advisor lead magnets include free case studies, lists of to-do’s or not to-dos, tips & tricks, and more! Give them something that makes their life easier, and they’ll gladly sign up. If you need a touch of inspiration, check out our lead magnet “10x Your Practice’s Growth”! - Popups Done Right
Popups can be annoying, but they can seriously work if they’re done right! Add a simple popup on your website offering a freebie in exchange for their contact info. If you keep it clean and place it in a way that doesn’t interrupt the user’s experience, you’ll see sign ups start rolling in. - Welcome Emails
When someone joins your list, send them a quick welcome email. It’s an easy way to set the tone and build a relationship. Get this—people are way more likely to open welcome emails than any other emails. In fact, people open 50% of welcome emails, which makes them 86% more valuable than a standard newsletter!
Onboarding Prospects and Converting Them
‍Once you’ve got someone on your list, you’ve got to keep them engaged. But here’s the trick: don’t overwhelm them!
- Send the Right Content
Not everyone on your list wants the same thing. Segment your list by interests or needs and send tailored content to them. Someone interested in retirement planning doesn’t care about investment tips for young professionals. — So keep it relevant! - Automate Follow-Ups Through Drip Campaigns
Set up what’s referred to as Drip Campaigns—automated emails to go out after someone joins your list. Introduce them to your services, offer valuable advice, and subtly guide them towards booking a call with you. This keeps the conversation going without you having to manually follow up. - Keep It Real
Try your best not to sound like a robot. Share stories, offer practical advice, and let leads/clients get to know you. People generally want to do business with people they trust.
Staying Connected With Clients: Best Practices
- Send Regular Updates
You don’t need to send daily emails, but weekly, biweekly or monthly updates are great for staying connected! Look at sharing market updates, tips, or just check in to see how they’re doing. - Important Reminders
Use email marketing to remind clients of important dates—tax deadlines, retirement milestones, or required actions. It’s helpful, and it shows you’re paying attention to their need
Bottom Line: Advisor Email Marketing Works
‍If you’re serious about growing your advisory business and keeping your clients happy, email marketing for financial advisors is a no-brainer. It’s direct, it’s personal, and when done right, it can make a real impact on conversions and client satisfaction. Whether you’re using Mailchimp Kit or another tool, just keep it simple, keep it personal, and most importantly—keep it valuable.
At Aryze Design, we help financial advisors improve their email marketing. Our goal is to help them connect better with clients and prospects. Ready to boost your email game and engage your audience?Â
