eMarketing for financial advisors: 10 ways to boost open and click ratesArticle added by Amy McIlwain on November 19, 2012
Amy McIlwain

Amy McIlwain

Denver, CO

Joined: August 26, 2010

Many financial advisors are interested in how they can use email marketing to increase leads and grow their business. Although email marketing is a relatively simple initiative, there are many small details that can make or break your open and click through rates. Here are some strategies you can use right away to start engaging readers and seeing positive results.

Use their first name: Most eMarketing platforms have a personalization feature that allows you to address people by their first name. Studies show that if people see their first name in the subject line of an email, they’re more likely to open the email. Furthermore, if they see their name in the body of the email, they are less likely to unsubscribe.

Be important/urgent: Subject lines and content that are time sensitive (i.e. “Webinar Starts in 1 Hour”) and important to the reader are more likely to get opened and read. Give your emails the appearance of urgency from time to time to improve results.

Make it mysterious: Create a sense of curiosity by using questions and incomplete sentences in the subject line and body of the email. For example, instead of saying “Twitter is the #1 Social Platform for Advisors”, ask “What is the #1 Social Platform for Adivsors?”

Deliver exclusivity: Give your readers and subscribers preferential treatment. For example, if you’re getting ready to publish a new book or host an event, make your readers the first to know. Also, make it known that they are the first to know. People typically don’t like feeling excluded, so this is a great tactic to entice outsiders to subscribe and get involved.

Be consistent: Send your emails at the same times on the same days. This trains your audience to repeatedly expect your message. It may take some testing to determine which day and time is best, but once you find that sweet spot, stick with it.

Split testing: Not quite sure what piques the interest of your audience? Perform A/B split testing to learn what language and content your readers respond to the best. In most cases, different audiences respond to different phrases, terms and messages. Different audiences also engage with emails at different times. Get to know what works best for your target demographic.

When it comes to copy, less is more: Don’t write a novel in your emails. Aim to keep them short, sweet and punchy. Also, consider using bullet points, bolded points, underlines and italics to make the email easy to skim. The likelihood of someone reading an email longer than 200-250 words is very low.

Include a P.S.: This may seem simple, but people are interested in the P.S. of your email. The P.S could be a call-to-action, a quote, a statistic, or anything that you think will grab the attention of your audience.

Use a strong call to action: The point of eMarketing is not to simply engage readers for a few moments, but to ultimately drive traffic to your website and generate leads. That said, make sure to include a strong call to action in your emails — preferably at the top or above the fold. When promoting events or offers, I also recommend putting the offer and/or call to action in the email at least twice.

Put a picture next to the signature: People crave real human connection. And they’re more likely to read emails that look like they are from actual people — not automated robots. To make the email seem more personal, add a picture next to the signature.

An awesome way to stay in front of clients and prospects, eMarketing drives traffic to your website and increases your overall credibility and visibility.
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