Email marketing is one of the most effective ways financial advisors can reach potential clients and grow their firms.
As a financial advisor, you have a lot to offer, but it can be challenging to educate leads so they understand the value you provide and are motivated to want to work with you.
Fortunately, email marketing can help you do this!
Email marketing is still one of the best and most cost-effective ways for you to engage with potential clients, build trust, and increase your conversions.
After helping hundreds of financial advisors generate leads and get more conversions (see some of our client results) with automated email campaigns and email marketing services, here are my 12 top email marketing tips for financial advisors.
Short on time? Here is an overview of the top email marketing tips for financial advisors:
Get warm leads to opt-in with a lead magnet
Grow your email list by being proactive
Make emails look personal
Send emails from a person rather than a company generic email account
Provide value in your emails
Use a call to action in your emails
Email leads regularly
Automate your email marketing
Choose the right email marketing software
Segment your email list
Test and improve your emails
Follow these tips to improve your email marketing and ultimately generate more leads, appointments, and clients. as an advisor.
What are the best ways to boost conversions?
Tip #1: Get warm leads to opt-in with a lead magnet
Before you can start email marketing, you need to have people opt-in to receive your emails. One way to do this is by offering a lead magnet.
A lead magnet is an incentive you offer in exchange for someone’s contact information. This could be a free report, eBook, or video.
The goal is to provide something of value to your potential clients that they will find useful and relevant to their needs.
For financial advisors, I recommend creating a VSL (Video Sales Letter) lead magnet. A VSL is a video that tells a story and provides value to your potential clients.
To learn how to create a VSL, be sure to watch ‘Step 2’ of my Free Masterclass training.
As a financial advisor building trust and rapport is essential to win new clients. And a video sales letter is one of the best (and surprisingly easiest) ways to do that!
A VSL can be shared on your website and social media channels to attract potential clients to use an opt-in form and receive your emails.
Tip #2: Grow your email list by being proactive
Once you have a lead magnet and email copy in place, it’s time to start growing your email list as a financial advisor.
One way to do this is by being proactive and using both free and paid marketing strategies that are tailored to your industry.
Free marketing strategies
Social media: Use social media channels to promote your lead magnet and attract potential clients to your email list.
Blogging: Write blog posts that provide value to your potential clients and include a call-to-action to opt-in to your email list.
Networking: Attend networking events and trade shows to meet potential clients and offer them your lead magnet.
Paid marketing strategies
Facebook ads: Use Facebook ads to promote your lead magnet and attract potential clients to your email list. Facebook is one of the largest social media channels for generating senior leads and retirement leads.
TikTok ads: Use TikTok ads as a more cost-effective way to target high-net-worth individuals interested in working with a financial advisor. The audience is smaller than Facebook, but in most cases, it costs less to advertise to people on TikTok.
Google ads: Use Google ads to target specific keywords related to financial planning and attract potential clients to your email list.
Influencer marketing: Partner with influencers in your industry to promote your lead magnet and attract potential clients to your email list.
In my experience, the top two paid advertising channels for financial advisors are Facebook ads and TikTok ads.
On average our financial advisor clients pay around $200 for a qualified appointment (with leads who have an average of $500K in investable assets) using these two ad platforms.
Learn more about working with us to help you do this by clicking here.
Tip: Here is a list of the top lead generation strategies specifically for financial advisors.
Tip #3: Make emails look personal
As a financial advisor, making your emails look personal is key to engaging potential clients.
Avoid using overly formal language and jargon that can be confusing or intimidating. Instead, use a conversational tone that speaks directly to your audience.
When writing your emails, use plain language that is easy for your potential clients to understand.
Avoid using newsletter-style emails, as these can come across as marketing emails and be ignored.
Personalize your emails by using the recipient or email service provider’s name and addressing their specific needs and concerns. By doing so, you’ll build trust and establish a deeper connection with your potential clients.
Tip #4: Send emails from a person rather than a company generic email account
In addition to making your emails look personal, it’s important to send your emails from a person rather than a company generic email account.
As a financial advisor, this adds a personal touch and makes it easier for your potential clients to connect with you.
Use your name and email address as the sender, and include a personal signature at the end of your email.
This way, your potential clients will feel like they are receiving an email from a real person rather than a faceless corporation.
Tip #5: Provide value in your emails
To succeed in email marketing as a financial advisor, it’s crucial to provide value in your emails.
Instead of just selling all the time, share information and insights that your potential clients will find useful and relevant to their needs.
By doing so, you build trust and establish yourself as an authority in your field.
Consider sharing industry news, trends, and tips that can help your potential clients make informed decisions.
Tip #6: Use a call to action in your email marketing efforts
For financial advisors, including a call to action (CTA) in your emails is crucial to drive conversions and move leads through your sales funnel.
A well-crafted CTA should be included after providing valuable information to your readers.
It should be specific and guide them toward taking the desired action, such as scheduling a consultation or signing up for a newsletter.
Keep in mind that the language you use in your CTA is important. Make sure it is action-oriented, clear, and concise, and emphasizes the benefit for the potential client.
For example, instead of “Contact us for more information,” try “Schedule a free consultation to discuss your financial goals.”
A strong CTA can greatly increase the likelihood that your potential clients will take the desired action.
Tip #7: Email Leads Regularly with catchy email subject lines
As a financial advisor, it’s important to be consistent with your email marketing efforts.
Consistency helps keep your brand top of mind for your leads and clients.
However, you also don’t want to overwhelm them with too many emails.
Start with one email per week and monitor how your audience responds. If you notice a high engagement rate, you can gradually increase the frequency of your emails.
But if you notice a high unsubscribe rate or low engagement, it may be time to scale back on your email frequency or adjust your content strategy.
Always test and monitor your email frequency to see what works best for your specific audience.
Tip #8: Be Patient
Converting leads into clients takes time, especially in the financial advisory industry where trust is crucial.
Don’t be discouraged if you don’t see immediate results from your email marketing efforts.
Keep providing value to your readers and building trust with them, and they will eventually convert into clients.
Tip #9: Automate Your Email Marketing
For financial advisors, keeping potential clients engaged and interested is crucial to generating more conversions.
Sending one-time broadcasts is not enough, and that’s why the most successful financial advisors use automated email sequences.
An automated email sequence is a pre-written set of emails that is sent out to potential clients on a predetermined schedule.
This allows advisors to provide valuable information to their leads on a consistent basis without the need to manually send out emails all the time.
Watch my free Masterclass training for more info on how to automate your follow-up emails to convert more leads into appointments & clients.
Tip #10: Choose the Right Email Marketing Software
There are many email marketing software options available, but not all of them are created equal.
As a financial advisor, you want to choose software that is easy to use, has advanced automation features, and can integrate with other tools you may use, such as a CRM or landing page builder.
That’s why I recommend all-in-one email marketing software for financial advisor marketing.
Kartra is an all-in-one digital marketing solution for financial advisors that offers these features and more.
Click here to get a 14-day Kartra trial
Tip: Before posting any emails, it’s important you stay compliant by submitting emails to your compliance department before any emails go live.
Tip #11: Segment Your Email List
Segmenting your email list is especially important for financial advisors as it allows you to tailor your messaging and recommendations to the specific needs and interests of each client.
By dividing your subscribers into different groups based on their investment goals, risk tolerance, and other criteria, you can send more targeted and personalized emails that are more likely to resonate with each group.
For example, you might create separate segments for clients who are interested in long-term retirement planning versus those who are looking for short-term investment opportunities.
This will not only help you improve engagement and conversions, but also build stronger relationships with your clients by demonstrating that you understand their unique needs and are committed to providing them with tailored advice.
Tip #12: Test and Improve Your Emails
Testing and improving your emails is an ongoing process that can help you get better results over time.
Some elements you can test include your subject line, sender name, email content, CTAs, and email frequency.
Use A/B testing to compare different versions of your emails and see which ones perform best. Then, make changes and improvements based on your results.
Email marketing is a powerful tool for financial advisors to generate leads, build trust with their audience, and ultimately convert leads into clients.
By following these 12 tips, you can create effective email marketing campaigns that boost conversions and grow your business.
Remember to be patient and consistent, and always provide value to your readers.
Why is email marketing important for financial advisors?
Email marketing is a powerful tool for financial advisors because it allows you to build relationships with your leads and clients, provide them with valuable information, and ultimately generate more conversions. By using your email marketing strategy effectively, you can stay top-of-mind with your leads and clients and position yourself as a trusted authority in your field.
How often should financial advisors email their leads?
While the frequency of emails can vary depending on the financial advisor and their target audience, most financial advisors find that emailing leads once a week is effective. However, it’s important to strike a balance between staying in touch with your leads and not overwhelming them with too many emails.
What should financial advisors include in their emails?
Financial advisors should aim to provide value in their emails by sharing helpful information, insights, and resources with their leads and clients. It’s also important to use a call to action (CTA) in your emails, which encourages your leads to take the next step, whether that’s scheduling a call or signing up for a service.
How can financial advisors automate their email marketing?
To automate your email marketing, you can use email marketing software like Kartra, which allows you to create email sequences, segment your email list, and track your results. By automating your email marketing, you can save time and ensure that your leads are receiving relevant and timely information on a consistent basis.
Ashley Davis (or ‘Ash’ for short) is the CEO & Founder of Skyline Social. For over 15 years, he has been helping business owners with lead generation. Ash specializes in helping businesses get high-quality leads, appointments and clients each month in an automated, scalable and profitable way. You can watch his free Masterclass training to learn more.