Market in Motion Blog

 
 

Answer These 4 Questions to Determine Your Ideal Email Marketing Frequency

Email Marketing 0 Comments

Night aerial view of busy elevated highway intersectionLike posting on social media, many financial advisors worry about sending too many emails and turning off their contacts. Like social media, email marketing requires a delicate balance. You don’t want to send so infrequently that your contacts forget about you; but you also don’t want to bombard their inbox. While there’s no one hard and fast rule as to how often you should send emails, there are a few simple questions you can ask yourself to determine your ideal frequency rate.

The Importance of Sending Frequent Emails

There’s no doubt that email plays an important role in a financial advisor’s marketing strategy. Multiple studies show that email marketing results in a significant ROI. By sending your contacts messages on a regular basis, you stay top of mind, establish trust and credibility, show that you’re a leader in your industry, and encourage more referrals and connections. Keeping your audience engaged is key if you want them to start and continue working with you.

Determining Your Ideal Email Marketing Frequency

There are a few simple steps you can take right now to decide how many emails you should send each month. Start by asking yourself these questions:

1. What are my goals?

Why are you sending email campaigns? Is it to build loyalty and establish your branding? Or, do you want to increase subscribers and convert more leads? If your main goal is to stay in communication with your audience, you can likely send less frequent emails than if you’re trying to gain new business.

2. What type of content am I sending?

The type of content you send has a major effect on your audience’s response and how often they expect to see emails from you. As an advisor, you can get away with sending frequent emails if you’re providing educational information, such as finance tips, market commentaries, event invites, or links to your latest blog post. Depending on your subscribers, you may send this type of content once per week.

However, if you plan to send self-promotional emails, such as “refer a friend to me!” or “contact me for a consultation,” you’ll want to reduce the frequency. These types of emails should be sent no more than once a month. A good rule of thumb is to base your frequency on your ability to keep your contacts engaged with your content without feeling overwhelmed.

3. Who are my subscribers?

Take a look at your email lists. Did they sign up for your emails? Or did you add them manually? Are they current clients or prospects? You may consider segmenting your lists to separate your newsletter subscribers with your general contacts or cold leads. If someone signed up for your emails, they likely expect frequent contact from you. But if you manually added someone, they may not want to hear from you frequently.

4. What’s my average open, click-through, and unsubscribe rates?

Worried your subscribers are experiencing email fatigue? This is when it’s good to turn to your analytics. When you send frequent emails, do you see an uptick in unsubscribes or a decrease in open rates? What kind of email content encourages higher open and click-through rates? Use this data to guide your email scheduling and content. Ideally, you want to aim for a 20% open rate, a 5% click-through rate, and less than a 3% unsubscribe rate.

Evaluate, Test, and Reevaluate

Use these questions to guide your email marketing decisions. For many advisors, one or two emails per month will suffice. But depending on your market and goals, you may choose to email more or less frequently. Remember, these steps serve as guidelines. You can always adjust your schedule and change your email habits based on the results you see. Get in the habit of reviewing your email analytics once per month to see how people are responding. And don’t be afraid to reach out to your top clients or closest colleagues to take their temperature and ask for feedback.

Related Content



Back to blog list

Tags



Join Discussion

Still Have Questions?

Become a Marketing Master

Sign up for our marketing e-newsletter to receive marketing tips for financial professionals, including exclusive whitepapers, broadcast invites, and other content.

 
Privacy Policy

Get a Sample Email Campaign

The best way to experience FMG Suite Campaigns is to receive one the same way that your clients and prospects receive them — in your email inbox. Let us send you one today!

 
Privacy Policy

Get 1 Month Free

Receive your first month of our Monthly Market Insights campaign for free.

 
Privacy Policy
 
 

Experience The FMG Suite Difference!

Tell us a little about yourself and an expert will reach out to you and walk you through our award winning automated marketing platform.

 
Privacy Policy

How is Your Business Listed?

Check the consistency of your online business information with help from our listings scan.

Enter business information to scan below:

Business Name *
Street Address *
City *
State *
ZIP *
Phone *
Scan Now
 

Want to kick the tires first?
Check out our Free 7-day Trial.
No credit card required to start.

Privacy Policy

Get Started with Copywriting

An expert will reach out right away to help you craft your content

 
Privacy Policy

Get Started with Custom Video

An expert will reach out right away to help you create your content

 
Privacy Policy

Let's Build Your Suite

An expert will reach out right away to help you build your suite!

 
Privacy Policy

A Truly Free 7-Day Trial

No Credit Cards. No Downloads. No Commitments. No Strings Attached.

Sign up now and you’ll be up and running on our integrated and automated marketing platform in a matter of minutes.

  • This field is for validation purposes and should be left unchanged.
 

Copywriting Sample

Distill Your Niche

"...while they can’t turn back the clock and address these issues beforehand - such as increasing their spouse’s life insurance or saving more - there are ways to take control and feel more confident in their future.
When working with widows, there are a few first steps I recommend taking:

1. Get Organized
Whether or not you handled all of your family’s finances, some, or none, the first step is to organize your financial documents. Before you can determine how to budget and what steps to take, you have to first understand where you stand financially. If you are having trouble translating your investment account statements, a financial advisor can help you understand what your documents mean. You’ll want to copy and safeguard your important documents and review life insurance policies with a trusted advisor.

2. Budget for a Single Income
More than half of widows have difficulty adjusting to a single income. This may because they haven’t reevaluated their bills and expenses and adjusted..."


View Complete Sample
 

Copywriting Sample

Consistent Messaging

"...Once we understand your family’s current circumstances, goals, and unique needs, we develop strategies to help preserve and potentially grow your wealth and take over the time-consuming tasks associated with managing your complex financial affairs. Working with a family office can benefit families in a number of ways, including:

  • Preserving wealth through proactive management and appropriate strategies
  • Mitigating risk by diversifying investments
  • Assisting with the transfer of wealth from one generation to the next through strategic asset allocation and estate planning..."


View Complete Sample
 

Copywriting Sample

Unique Articles in Your Voice

"...More than likely, you have a clear understanding of your relationship with your doctor or your dentist. You pay a fee and, in return, you receive a service, including advice and recommendations based on your individual situation. It would make sense then for your relationship with your financial advisor to be the same; but for many, that’s not the case.

At Financial Guideposts, we’ve noticed a trend: that the general public does not understand the relationship they have with their financial advisor. We want to change that. We believe there are two critical aspects you should understand when working with a financial advisor: how he or she gets paid and what services he or she provides..."


View Complete Sample
 
FMG Suite