Why Email Marketing Works for Financial Advisors
As a financial advisor, staying connected with clients is essential—but how often should you reach out? In 2022, email remained the dominant communication channel with over 4.3 billion users globally. This means many of your clients prefer email over phone calls or in-person visits. If you’re not leveraging email, you may be missing a powerful opportunity in your digital marketing strategy.
Benefits of Automated Email Messaging
For busy advisors, email is not just convenient—it’s scalable and cost-effective. Whether your contact list has 50 or 500 people, email automation allows you to maintain consistent outreach with minimal effort. Sending newsletters, reminders, or event invitations becomes as simple as clicking “send”—no stamps or individual follow-ups needed.
How to Craft High-Converting Emails
Great email marketing goes beyond just hitting inboxes. It should build trust, spark engagement, and drive action. From encouraging referrals to prompting a website visit, your email should keep you top-of-mind and reinforce your value.
Key Components of Great Email Marketing
Segmented Contacts for Relevance
Imagine if your vet kept sending you tips for cat owners when you have a dog—you’d unsubscribe pretty quickly. The same applies to your email contacts. Segment your list into categories such as current clients, prospects, age groups, or financial interests. This allows for personalized messaging that keeps your audience engaged and reduces unsubscribes.
Subject Lines That Spark Interest
Subject lines determine whether your email is opened or ignored. Strong subject lines are clear, concise, and relevant. Test different formats using tools like SubjectLine.com or Net Atlantic to see what resonates best with your audience.
Engaging Custom Content
Custom content is what turns a standard email into a valuable resource. A monthly newsletter is a great starting point. Aim for a 90/10 split: 90% educational and 10% promotional. Share financial insights, market updates, community events, or even personal passions that reflect your brand’s values.
Your content might include:
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Financial tips tailored to different age groups
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Local event highlights for families or retirees
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Links to schedule meetings or download helpful resources
This approach not only informs but also fosters authentic relationships.
An email newsletter is where your knowledge about your client group will come in handy. If you have a lot of young families, maybe you want to fill them in on an event in the community their kids might enjoy. Older clients might want to hear about that new wine bar that just opened in town. It all depends on your audience and your firm.
Then, fill that 10% promotional aspect with a link to schedule a consultation with you, download an ebook, or fill out a referral form on your site. If you fill your newsletter with content that is engaging and interesting, you’ve earned a spot to give your firm a plug.
Email Marketing FAQs for Financial Advisors
If I already use FMG’s automated emails, should I still send custom emails?
Yes. While FMG automation maintains a steady presence, custom emails show your unique voice and help deepen client relationships.
What metrics should I aim for?
Industry benchmarks for financial advisors include a 14.65% open rate, 6.53% click-through rate, and a 0.02% unsubscribe rate. Your performance may vary, but optimizing subject lines and list segmentation can make a big difference.
Can I use video in my emails?
Direct video playback isn’t widely supported in email platforms. Instead, insert a screenshot of your video with a link to your website or YouTube.
Should I attach files to emails?
Avoid attachments, as they often trigger spam filters. Instead, host documents on your website and include a link.
Improve Client Retention with Better Communication
