A financial adviser's guide to email marketing

3 mins read

Email marketing is an extremely effective way of communicating with current or potential customers. Used properly, it can enhance the experience of your brand, build strong relationships with your contacts and generate important leads.

A watertight email marketing strategy shouldn’t only be reserved for ‘big brands’ - there is plenty of scope for businesses of any size to include slick and professional emails as part of their marketing mix.

So how should financial advisers make the most of email marketing?

Choose the right tool

There are a number of tools that are designed to help you build, schedule and send professional marketing emails.

Do some research into which option is best for your budget and audience size. MailChimp and Campaign Monitor are a good starting point, allowing you to reach a large audience on a modest budget.

Build a database

Email marketing is nothing without a strong database but privacy regulations, including the recent General Data Protection Regulation (GDPR), can make collecting information more difficult.

Jordie van Rijn, specialist email marketing consultant and founder of Email Monday suggests making the most of your web traffic to capture leads online.

“Always prompt inbound website users to subscribe to your emails,” he says.

“The majority of your website traffic may never return – it’s important to nurture these leads to create potential clients.”

Add value for your clients

“Emails can be a great way of staying top of mind with your customers," Jordie says.

”Particularly in a fast-moving industry where expert advice is often required. By sending a well-timed email, you have the opportunity to build your customers’ knowledge, while gently reminding them of the services and expertise you offer.”

The key to maintaining email audience engagement is to keep your communication relevant and interesting. Build a schedule of emails to promote your business through sharable and timely content that considers what the audience wants to read, not simply what you would like to say.

Personalise your message

“It’s important to put yourself into the audience’s shoes and make sure your communication is properly targeted,” Jordie says.

Don’t think of your email database as one long list, but look for ways to appropriately segment it by type of client, interests or locations.

“Most email marketing tools can help you store different lists for different purposes,” Jordie says.

“By properly segmenting your audience, you can make sure they receive the content that will keep them most engaged.”

The importance of a call to action

Before you write and send an email, think about the purpose of the communication. Why are you sending it to this particular audience - and what do you want them to do as a result?

“Make sure there is a clear call to action in every email,” Jordie says.

“It is important that your communication doesn’t take on a ‘hard sales’ approach, but readers should know what to do next - whether it be get in touch with you directly, attend an event or listen to your latest podcast.”

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Important: This article has been prepared without taking account of the objectives, financial or taxation situation or needs of any particular individual. Before acting on the information, you should consider its appropriateness to your circumstances and if necessary, seek appropriate professional advice. Any information used in this article is for illustrative purposes only. Jordie van Rijn is external and not a member of the Commonwealth Bank of Australia Group of Companies (the Group) and the content or any view expressed by Jordie van Rijn does not represent an endorsement, recommendation, guarantee or advice in regard to any matter. CBA, nor members of the Group accept any liability for losses or damage arising from any reliance on external parties their products, services and material. Past performance is no guarantee of future performance.