Email marketing is one of the most successful marketing strategies for financial advisors. It’s a great way to nurture your existing relationships and build new ones. There are a few different types of emails, including promotional emails, email newsletters, and welcome emails. Let’s look at a specific email that will help you get new clients – the prospecting email.

What is a Prospecting Email?

A prospecting email is an email you send to warm leads to introduce yourself and start a conversation about their financial needs. This prospecting email might be going to a referral from one of your current clients, someone who has engaged with you through email or social media in the past, or someone who signed up for your email newsletter. This is your chance to make a first impression and you want to make sure it’s a good one.

The Importance of Prospecting Emails

Prospecting emails are an important part of the marketing funnel and they are what marketers consider “bottom of the funnel” strategies. This means that for someone to engage with a prospecting email, they are further along their buying journey and ready to make a decision. Traditionally, the marketing funnel includes:

  • Awareness – The consumer realizes that their problem/need exists
  • Interest – The consumer is researching their options
  • Desire – The consumer has narrowed down their choices
  • Action – The consumer makes a decision

As with all marketing strategies, your email campaigns should address all stages of the buying funnel. Email newsletters, informational emails, and welcome emails address the top of the funnel. Prospecting and promotional emails address the bottom of the funnel because they convince a reader to take action.

Writing Prospecting Emails for Financial Advisors

There’s no denying the importance of a great prospecting email for financial advisors, but you might be wondering how to go about crafting your own. Luckily, you can use these tips to help you write the perfect prospecting email to attract future clients:

  • Keep Your Email Short and SweetThe average office worker gets 90 emails a day, and most of those go unread and deleted. The best way to stand out and get your point across is to keep your email short, sweet, and to the point. Explain what you’re offering clients, why they should do business with you, and how you are going to solve your clients’ pain points.


  • Test Your Subject Lines The subject line is the first thing your clients read, so you have to make sure it’s a good one. One way to make sure your subject line is as effective as possible is to A/B test different versions. Email scheduling platforms allow you to test different subject lines and look at the data to see which ones perform best. Don’t just guess at the most important part of your email. Instead, use data to backup your strategy.


  • Don’t Make it All About You One of the most common email marketing mistakes many businesses make is that they craft emails that are all about them. While this can be effective in some email campaigns, such as in a newsletter, a prospecting email should be focused on your future clients instead. They want to read about how you’re going to solve their problems, what they will receive when working with you, and why they should pick up that phone and give you a call.


  • Personalize Your Email  Especially for busy financial advisors, it might seem like a good idea to create a “one size fits all” email strategy and blast your email list with the same message. While this method might save you time, it won’t encourage prospects to take action. Instead, make sure to personalize your email to really address the reader. For example, if you are sending a prospecting email to a referral that came from an existing client, mention that connection and show that you are considering the reader’s needs. You might say something like “[Client’s name] mentioned that you might have questions about saving for retirement and if you’re getting the most out of your pension. Let’s put something on the calendar to answer your questions.”


  • Have a Strong Call to Action You could craft the best email in the world, but if your readers don’t know how to take action, you might not see many conversions from your prospecting email. Make it easy for them to take action by making your phone number clickable so they can call you directly from their smartphone from the email or adding a calendar scheduling link right in the email. Tools like calendly and make putting a meeting on your calendar easy.

Prospecting emails might be the piece of the email marketing puzzle you’re missing to drive conversions and leads. Make sure your prospecting email is simple, has an eye-catching headline, and makes it easy for your reader to take action.