Email Marketing for Financial Advisors – What You Need to Know

If you’re reading this, I assume you’re either a financial advisor yourself, or work with one.

No matter what stage you’re at, you’re bound to get overwhelmed by email marketing. The good news is, with a little effort, you can ensure you’re implementing the right strategies to effectively reach your audience.

Let’s take a quick peek into email marketing for financial advisors and what you need to know.

Why Should You Be Using Email Marketing?

From an email marketing standpoint, advisors offer several benefits. First, they have a captive audience. The average person opens up to four emails a day, so it’s a safe bet your message will be read. Second, email marketing allows you to target the right audience. Instead of casting a giant net and hoping you catch a few fish, you can hone in on qualified leads who are likely to be interested in your services.

Third, email marketing provides you with the ability to track open-rates and click-throughs. This allows you to determine the effectiveness of your campaign and make necessary tweaks.

Finally, email marketing allows you to experiment. You can A/B test different subject lines and body content to determine what resonates with your audience the most.

How To Approach Email Marketing As A Financial Advisor

Assuming you have a good grasp on the benefits of email marketing, it’s time to dive into the nitty-gritty. Let’s take a quick look at the steps you can take to make your email marketing efforts palatable to those on the other side of the desk.

First, establish a lead-gen foundation. Just because someone opens your email doesn’t mean they’re interested in your services. You must establish a solid foundation of credibility and build on it with each email you send out. The best advice I can give you is to get really good at asking for the business.

Second, craft compelling subject lines. To get your email opened, you need to find a way to make the recipient curious enough to click through. For this reason, you should avoid using recycled or clichéd subject lines. Instead, find a way to stand out from the crowd with a compelling subject line that will make your email stand out among the rest. Here are some examples of compelling subject lines that worked for me:

Subject Line 1: The Key to Finding Your Financial Fit

This is a great example of a compelling subject line for an investment advisory firm. Not only does it catch the attention of the reader, but it also contains the key message you want them to remember: finding their financial fit.

With the ever-changing financial landscape, it’s crucial to keep up with the latest news and developments. That’s where a subject like this comes in. With regular updates on the state of the economy, markets, and investing, you can bet your subscribers will be thinking about your message.

Additionally, articles like this one draw the reader in with an enticing title and make them feel like they’re learning something new. In this case, the author provides some great tips on finding your financial fit and avoiding common pitfalls.

Subject Line 2: How to Determine the Right Investment for Your Portfolio

Let’s say you’ve got an affluent audience that’s already familiar with your brand. They trust you and are interested in your services. In this scenario, you might want to consider using a longer, more descriptive subject line along with a compelling introduction.

Descriptive subject lines that are longer than six words but under twenty-four characters promote higher open rates. At least, that’s what HubSpot’s blog recently found out. It analyzed over a hundred million emails and determined that a six-word subject line is the sweet spot. Above this threshold, the open rate drops dramatically. A longer subject line also implies more thoughtfulness on the part of the writer, making them seem more valuable.

Further, the introduction should provide the reader with a sense of urgency. It’s always great when an email motivates the reader to take action. Your introduction should capture the attention of the reader and keep them wanting more. So, take a moment to consider the most compelling way to introduce yourself and your message.

Subject Line 3: The 3 Most Important Things to Consider When Financing a Travel Or Tourism Project

Hotels and travel agents often reach out to financial advisors to help them raise capital for their business. Whether you’re advising a small hotel company or a major global brand, you might find yourself in the same situation. The world of travel is a lucrative one, and demand is on the rise. An investment in this area can be a lucrative one as well, but you must be careful about what properties you sink your money into. Here are three important things to consider:

Location Is Everything

No matter what kind of travel or tourism business you’re involved in, the location is key. As mentioned earlier, you need a captive audience to be effective via email marketing. Crucially, you need to ensure that the location you choose will be a destination your target audience is actually likely to go to. If you’re not sure where your audience is going to be, choose a location that’s near a reputable airport or train station.

Additionally, consider the type of accommodation your audience will want to enjoy. Will they stay at a five-star hotel or prefer a hostel? Think about the type of experience you want to offer and make sure the location you choose facilitates it. For instance, if you’re looking for a destination with a lot of historical significance, maybe consider Belfast or Dublin. If you want to take the theme of history further, you could advise a university or a museum.

Currency Fluctuations

Hotels and travel agents are often asked to provide advice on the best way to fund a real estate project in a certain country. One of the most common requests is for help with Cambodia. The country has a lot of unique selling points, not the least of which is the desire to preserve its unique cultural history. However, keep in mind that the currency fluctuates a lot, so you’ll want to make sure you’re prepared to deal with this before making any kind of investment.

It’s always great to have a second home or an investment property abroad. The best part is getting to explore new places, meet new people, and make some additional income. However, unless you’re looking for a long-term rental, you might want to consider bringing a bit of the home with you. Say you’ve got a luxurious travel destination you’ve been to before and want to replicate a bit of that magic. Consider booking a stay at a five-star hotel or Airbnb.

Bureaucracy

This point is worth considering no matter where you are in the world. As a financial advisor, you’ll often find yourself dealing with institutional investors who want to secure the capital to further expand their businesses. This is where bureaucracy comes in.

Bureaucracy can be a pain. Just ask anyone who’s had to deal with it. So, it’s important you’re aware of how much red tape there is involved in getting something done. For example, if you’re wanting to set up a business in a country like Cambodia, you’ll need to register with the local government and get a business license. Additionally, you’ll need to hire a lawyer and navigate dozens of complex legal procedures to make sure your company is set up correctly.

The point is, no matter where you are in the world, there’s a lot of ground to cover and a lot of bureaucracy to cut through. Knowing where to look for help is crucial, as is being aware of how much red tape there is. Further, remember to consult with a local expert or a lawyer who’s practiced in the area.

The Bottom Line

If you’re looking to get into the realm of email marketing for financial advisors, I’d recommend you do so from a place of curiosity. That is, you should approach this new channel with an open mind, but you should also have a clear idea of what you’re doing and why you’re doing it. In the end, you can’t just wing it. You’ll find yourself overwhelmed quickly if you don’t know where to start or how to approach the task. So, to make sure you succeed in this new endeavor, I’d recommend you take a bit of a scientific approach. That is, you should set up automated email campaigns and regularly monitor their performance to determine whether you’re making any progress or whether you should change things up. In other words, test, test, and test some more before you hit send on your first email.

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