Most people today rely on email to work, communicate with loved ones, stay up to date on news, and more. You probably receive hundreds of emails each week, if not daily. So it’s pretty clear why an email newsletter is a valuable tool to add to your marketing mix.
Email newsletters can be used to update clients on company and industry news; follow up with prospects to boost conversion rates; and share helpful information and tips with current and potential clients, friends, family and colleagues. Whatever your purpose for starting an email newsletter, here are some steps to get you started.
Step 1: Gather content
To use email marketing effectively, you should have an idea of what content you’ll be sending your list of subscribers. Here are some ideas of things to include in your financial advisor email newsletter:
- Blog posts
- Industry news
- Client testimonials
- Quick financial tips
- Staff bios or fun facts
- Company updates and details
When thinking about the content that you want to share in your newsletter, consider your audience. Ask yourself: Who are your ideal clients? And what information are they seeking?
If your target demographic is people in their 20s and 30s getting ready to buy their first home, you might include a blog post with steps to buying your first home, ways to save up for a down payment, or tips to understanding mortgages. Or maybe your audience is made of up entrepreneurs of all ages—in that case, you may want to include industry news about small business tax breaks, loan programs, and investments.
Whoever your audience is, the key is to provide them with useful and valuable content to build up a rapport. If they trust you as a source of news and information, it’s more likely that they’ll trust you as their financial advisor.
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Step 2: Collect emails
Once you’ve thought about what information you’d like to send and who you’d like to send it to, it’s time to start collecting emails. There are a few different ways to gather emails for your newsletter:
- Make a list of current client emails
- Embed an email collection form onto your website
- Include a call-to-action on your blog to sign up for emails
- Offer a piece of gated content on your website (more on this below)
- Post about your email newsletter on social media
- Include a link to sign up in the body of your email newsletter (for those who’ve been forwarded the newsletter)
- Add a link to sign up for emails in your own email signature
Collecting emails can be as simple as including a form in the footer of your website, but if you want to build up a following it’s a good idea to offer subscribers something special. This method is called “gated content.” Gating your content means that people will need to provide their email in exchange for access to the content. Content that you gate should be valuable—for example, an ebook titled “10 Ways to Make Your Investments Work Harder.”
Once you’ve built up your email list, best practice is to segment your subscribers into categories. This will make it easier for you to target specific audiences with different content. To start, segment your subscribers into a group of clients and a group of prospects. From there, you can segment by location, income, marital status, etc. Just remember, you’ll only have as much information as you ask people for in your sign-up form. If you plan on segmenting by demographics, you’ll need to be sure to verify this information in your form.
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Step 3: Organize Newsletter Details
Once you have a list of emails and an idea of the content you'll share, you can start thinking about newsletter specifics. Here are some things to consider when thinking about newsletter details:
- How often will you send your newsletter? (Also known as “cadence”)
- Will you send a welcome email to new subscribers?
- Will your newsletter be heavily designed or mostly plain text?
Once you’ve figured out your cadence and design, you can create your first email. When you’re writing your copy, be sure to stay true to your brand voice and write for your audience. Be careful of tone, vocabulary, and imagery. If you’re trying to write an approachable newsletter but use too much financial jargon, you could alienate your subscribers.
Step 4: Write your subject line
Before you send your newsletter out to the masses, think carefully about your subject line—it’s the first thing your subscribers will see before they open and read your email. To write a good subject line:
- Keep it short and sweet—under 50 characters is best
- Make it accurate to the content but maintain curiosity—don’t give too much away
- Address the subscriber directly by using “you” or “your”
- Stay true to your tone and know your audience
Lastly, send your newsletter to your subscribers!
|If you’re looking for guidance on how to include emails into your financial advisor marketing plan, we’re here to help.|
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