6 Proven Tips for Creating an Effective Email Campaign for Financial Advisors
Email marketing is the quintessential marketing tool. Many wrongly predicted its demise: email remains the preferred channel for internet users to interact with a brand, far ahead of social networks.
Why launch email campaigns as a financial advisor? Because it's an effective way of gathering opinions and recommendations, or simply informing your customers about your services.
Here are 6 tips from our digital marketing experts to guarantee the success of your email campaigns.
1. Clarify the objective of your campaign
The first question to ask yourself: Why create this email?
Each campaign must have a specific objective, aligned with your company's overall strategy: visibility, traffic to your site, event registrations, etc.
This step helps structure the subject line, content, and CTAs of your email, while making it easier to measure your performance with a single objective in mind.
2. Craft your email subject line carefully
Your email's subject line is the first point of contact with the recipient. It's what triggers them to open your email.
To capture attention:
Be concise and explicit;
Highlight the benefit of your email;
personalise the subject with the contact's first or last name;
Add emojis to stand out in the inbox.
A compelling subject line significantly increases your chances of being opened.
Tip from our expert:
Improve your email hooks by integrating hard-hitting statistics right from the start to grab attention. Start with a surprising or little-known statistic, playing on the sense of urgency or rarity. Pair the statistics with an engaging question to encourage personal reflection: for example, "80% of investors overlook year-end tax optimisation opportunities. Are you one of them?" Using exclusive comparisons or trends reinforces the novelty effect, while a statistic with a clear benefit increases reader identification, making the email more attractive and relevant from the very first lines.
3. customise content
Mass mailing is obsolete. Without personalisation, your campaign risks ending up in spam.
Start by addressing your recipient by name. But don't stop there: Analyse their preferences and habits to offer them relevant content that will build loyalty.
Today, your prospects expect an authentic, personalised experience with your brand.
Tip from our expert:
To capture attention right from the subject line, favor solution-oriented subjects, such as "3 solutions to optimise your taxes before the end of the year"; this can increase open rates by 50%. Once in the email, a clear, actionable call-to-action (CTA), such as "Download our tax guide" or "Book a free consultation", can increase click-through rates by 371%. Make sure you also optimise your emails for mobile: over 46% of emails are read on mobile, and adapted content increases the chances of them being opened by 24%.
4. optimise your call-to-action (CTA)
The CTA is the key to your emailing: the main action expected.
It should be visible upon opening, ideally placed above the fold. Use an impactful action verb and choose a contrasting colour to attract attention.
A single, well-placed CTA to guide the user, without distracting them from the main action.
Tip from our expert:
To be effective, the CTA must be simple, direct and focused on a single action. Choose action verbs that encourage the reader to take the next step, such as "Download our guide", "Discover our solutions", or "Book an appointment". By Optimising every aspect of your CTA, you can significantly increase clicks and guide your readers towards a more engaging, targeted experience.
5. Choose the date and time of sending wisely
The time of sending directly influences the open rate.
Opt for high-performing slots: Tuesday or Thursday, ideally in the early morning (before 11am) or early afternoon. Mondays and Fridays are often less effective.
Put yourself in your readers' shoes: when do they check their emails?
Tip from our expert:
Choosing the right date and time to send your emails can strongly influence their open and engagement rates. To optimise your strategy, start by sending test campaigns at these recommended times, using your own engagement data to adjust future sends and Maximise the impact of your campaigns.
6. Measure the effectiveness of your campaign
Finally, Analyse your KPIs. This step enables you to adjust your strategy and optimise each future campaign.
The main performance indicators are:
Open rate: percentage of emails opened, indicative of engagement and the relevance of your subject line;
Click-through rate: percentage of clicks on links, revealing the effectiveness of CTAs and interest in your content;
Spam rate: percentage of emails marked as unwanted, indicating the relevance of your content to your list;
Bounce rate: percentage of undelivered emails, used to assess the reliability of your list;
Unsubscribe rate: percentage of unsubscribes, indicating the marketing pressure exerted and the loyalty of your list.
A well thought-out email campaign is quick to set up, and results can be measured instantly (over 21% of emails are opened within an hour of being sent). Today's emailing platforms offer real-time statistics to optimise your future campaigns.
Tip from our expert:
Measuring the effectiveness of your email campaign is essential for adjusting your strategy and Optimising future results. Use these indicators on an ongoing basis to adapt your content, frequency and timing, targeting increasingly relevant and engaging campaigns. For example, the open rate is a key indicator for assessing the effectiveness of your subject line and the timing of its delivery. On average, an open rate of 20% to 25% is considered satisfactory for marketing emails (according to OptinMonster). The click-through rate measures the interest aroused by the content of your email, and for effective campaigns, a click-through rate of 2.5% to 3.5% is a good target.
Email Marketing for Financial Advisors: A Strategic Tool for Building Lasting Client Relationships
As a financial advisor, maintaining a proactive relationship with your customers is crucial. However, direct communication by telephone is not always possible or desirable. This is where emailing becomes an indispensable asset, enabling you to maintain a permanent and relevant link.
With a well-thought-out email campaign, you can easily:
Share the latest stock market trends: By sending market analyses or sector updates, you keep your clients informed and reinforce your role as an informed advisor.
Propose new financial products: When new opportunities arise, emailing allows you to present investment options clearly, encouraging clients to contact you for more information.
React quickly to changes in laws: Taxation and regulations evolve regularly. A quick email campaign allows you to inform your clients of the potential impacts on their assets and advise them proactively.
Anticipate tax periods and annual returns: With an email calendar, you can remind your customers of key deadlines and provide them with practical tips for Optimising their tax returns. This reinforces your commitment to them, and helps them avoid costly oversights.
Emailing then becomes much more than a simple tool: it is the foundation of a lasting, professional and value-added client relationship, without being intrusive. Thanks to it, your clients are sure to stay informed, engaged, and confident throughout the year.
Remember: the more refined your strategy, the more effective your email campaigns will be.
Maximise the impact of your email campaigns and effectively engage your customers with a newsletter We've mastered the art of crafting emailing strategies designed specifically for finance and investment professionals. Contact us today and discover how our emailing solutions can transform your customer relationships and boost your bottom line.
