As a financial advisor, having a large email list is a valuable asset to your growing firm. Email marketing is an excellent way to stay engaged with both potential and existing customers, and your email subscribers may re-engage with you as their financial needs change with their life events. Here are some tips to help you build and maintain a successful email marketing campaign:
1. Choose an Email Marketing Provider
If you’re starting with no existing email list and email marketing provider, your first step will be to choose a platform where you can manage the list and send out email campaigns. Popular email marketing platforms like Mailchimp or Constant Contact offer high-quality templates that you can customize, and the layouts are pre-built to show up nicely in all inboxes.
2. Create an Email Opt-In Form on Your Website
To build up your email list, you’ll need to set up an email opt-in form on your website. A generic subscribe option to your newsletter may not see much traction and lots of subscribers. Consider offering an e-book or white paper to entice visitors to sign up for your list. This email opt-in form can be set up in a nicely designed panel that you can add to multiple pages on the site, even on the call to action page.
3. Send a Monthly or Quarterly Newsletter
Once you start gathering a list of email subscribers, you need to give them a reason to stay subscribed. We typically recommend that clients send out a monthly or quarterly email newsletter. Highlight a blog post or video blog in the newsletter, and put a short snippet or preview of the content in the newsletter. The goal is to get visitors to your site from the newsletter, and you can then see the metrics in the email platform on the open rate and click-through rate.
4. Test Drip Campaigns & Targeting
Consider offering more gated content on your site where a visitor needs to submit their email address to access it. You can create different audiences or lists and target them with specific follow-up emails. When setting up drip campaigns, it can be helpful if your email marketing provider is connected with your CRM or contact resource management. This allows you to track whether drip campaigns are going out to active leads or visitors who have yet to contact your team.
By following these email marketing strategies, financial advisors can build meaningful connections with their audience, and potentially attract new clients to their growing firm.