02 Apr 2018

Five reasons why more financial advisers should use email marketing

Many advisers would say that managing their most active clients, re-engaging with those who haven’t taken advice in a while and networking with potential new clients can make for a fairly hectic schedule.

So for this reason, you’d be forgiven for wondering if there are more efficient ways to keep in contact with your current and potential clients.

One of the most versatile and accessible ways of engaging with current and potential clients is email marketing. This communication tool allows you to keep your contact lists updated with the latest news from the industry, whilst promoting your services.

Getting started with email marketing is pretty easy too and there are lots of benefits, so we have put together five reasons why you should consider using email marketing to engage with your clients.

#1 – Save time and money

As it can often be impossible to personally get in touch with all your contacts on a regular basis, and it can be expensive to hire enough staff to mange your accounts to their full potential, email marketing can act as a great tool to keep in touch with your contacts.

By setting up a regular monthly email newsletter, you’re well on your way to keeping at the front of your customers’ minds by keeping them up to date with information that may be relevant to them.

#2 – You can segment your contacts to keep communications relevant

One of the biggest criticisms of email marketing is that it can be seen as ‘spam’. Whilst this can be the case if you use it incorrectly, it can also be a highly engaging communication tool that adds value to your customer journey.

This can be as simple as segmenting your audience by demographics such as age, annual salary or profession. You could then choose to send specific promotions to each segment of your audience.

#3 – Easy to get started

Getting started is easy as there are lots of cheap (and even free!) tools that are aimed at beginners. For example Mail Chimp allows you to send up to 12,000 emails a month, to a maximum of 2,000 subscribers, totally free of charge.

Additionally, there are lots of free email templates provided on Mail Chimp, which allow you to add your own logo, images and content in a matter of minutes.

#4 – Automate your communications

Once you’ve started sending regular emails to keep your contacts up to date with interesting and relevant content, you might want to look at improving the relevance of your content and reducing your workload at the same time by utilising automated emails.

Automated emails are exactly what they sound like – emails that are sent out automatically, without the need for you to do anything. One example of this could be something as simple as sending an automatic reminder to each contact who takes mortgage advice from you, letting them know that their fixed rate is about to end. You can also try things such as ‘welcome’ emails to new subscribers and clients, letting them know what kind of emails you’ll be sending them.

These are just a couple of examples though and your opportunities are endless; it’s up to you to decide what will work best with your clients.

#5 – Measure your results

One of the best things about using email marketing is that it’s easy to measure your results. For example, most email marketing service providers allow you to track how many people opened your email or clicked a link within it, while you can even track how many people went on to take an action on your website, after clicking a link on your email.

By tracking how many people are engaging with your emails, you can eventually get an idea of what works and what doesn’t. Therefore, enabling you to constantly tweak your email marketing strategy to get the best long-term results.

Final thoughts

Email marketing can be an incredibly useful tool to update your clients with relevant, personalised content that will keep you front of mind. With a little work at the beginning, you can reduce your workload with automation and even track how successful your campaigns have been.

As with most things, you’ll need to do a little research to figure out how email marketing can work best for you.


By Samantha Atherton