Over the years email marketing has been the go to online marketing channel for financial advisors. It’s simple, and you can reach hundreds or thousands of people with the click of a button. It’s hard to miss the appeal of this option, and it’s easy to see why it remains a go to even though email isn’t as popular as it once was. The popularity of email isn’t the only thing that’s changed. Automated controls and privacy laws have also changed the landscape of email marketing. If you plan to continue using email marketing to reach prospective or existing clients, here are some pointers to keep in mind.
Email on an opt-in basis
Buying and selling people’s personal information is big business. It’s not difficult to purchase email lists of people who should fit your target audience. The problem with buying lists is that they’re filled with people who have no idea who you are or why you’d email them. It’s likely that your email won’t make it through their spam filters. If you send out enough spam emails you may find yourself blacklisted. The best way to avoid this is to only email people who have opted in to receiving emails from you. You should be able to do this with the form you use to collect leads on your website. Collecting opt-ins also helps you avoid any issues with privacy laws so it’s worth the effort.
Send targeted emails
With most email marketing services (EMS) the form you use to collect opt-ins also allows you to collect other information. You can use this feature to allow your leads to tell you what information they want to receive. Depending on the online marketing channels you use, you may also have other ways to collect this information. Once you have it, use it to send out targeted emails. If someone is concerned about retirement and doesn’t have children, you don’t want to send them emails about paying for college. By sending them only the information they want, you’re improving the chance that they’ll open your emails and reach out.
Time your emails well
When sending out marketing emails, timing is key. There’s plenty of data out there that tells you the best days and times to send emails. Review it, and plan accordingly. Your emails could get lost in the shuffle if you send them at the same time as everyone else. They may also go unread if you send them too far outside of the time frames indicated in the research. No matter what you choose, pay attention to the metrics on your email campaigns. Those metrics will guide you toward what works best with your key demographic.
Email marketing still works, even though things are shifting. Using this marketing channel correctly, is the key to making it work well. If your email marketing doesn’t work, or you’re looking to improve your overall marketing plan contact us to schedule your assessment.