These marketing stats will give advisors perspective on a variety of marketing activities, including email, direct mail, social media, and more.

1. 25 Marketing
Stats
Presented by
Legacy Financial Partners
legacy­financial­partners.com
1.877.614.0141

2. Financial advisors often
state that marketing and
prospecting are the main
challenges they face in their
practice. This is certainly
understandable; marketing is
a rapidly evolving process
and reaching consumers can
be difficult. However, it is
possible to position yourself
for success in our digitally­
driven world.

3. The important thing to
remember is that there
is not one process that
will give you the edge,
but rather a collection
of approaches that
work in concert with
each other. That said
here are 25 important
marketing stats you
need to know.

4. EMAIL

5. 1
Organizations using
email to nurture leads
result in 50% sales­
ready prospects.
(Forrester Research via
Hubspot)

6. 2
These nurtured leads see a
20% increase in sales
opportunities when
compared to non­nurtured
prospects.
(Hubspot)

7. 3
Personalized messages are
more effective than non­
personalized messages.
According to an Experian
study, personalized messages
received 29% higher open
rates and 41% more unique
clicks. (Experian)

8. 4
According to Campaign
Monitor, personalized
subject lines saw a 26%
increase in open rates.
(Campaign Monitor)

9. 5
Email is more effective for
client acquisition than social
media. McKinsey found that
it was almost 40 times more
effective than Twitter and
Facebook combined.
(McKinsey)

10. Main Takeaway:
Advisors should be utilizing
email as a marketing tool and
as a way to nurture leads
passing through their
marketing funnel. The more
personalized you are, the better
your open and click­through
rates will be.

11. Direct Mail

12. 6
Direct mail is nearly seven times
more effective than email,
mobile, social media, internet
display, and paid search
—combined. This is according the
Direct Marketing Association
Response Rate Report 2015.
(DMA via PremierIMS)

13. 7 Over forty percent of people
that receive direct mail items
read or scan them.
(DMA Statistical Fact Book
via eleventy marketing
group)

14. 8A survey conducted by DMA
found that seventy­nine
percent of consumers would
act on direct mail
immediately versus 45% who
said they would act on email
immediately. (DMA via The
Drum)

15. 9
A neurological study conducted by
Temple University, and sponsored
by the Postal Service Inspector
General’s Office, found that:
While digital ads draw
attention quicker, direct mail has
more review time
Direct mail is more easily
remembered than digital ads.
Direct mail elicits more of an
"emotional reaction" than digital
ads
(DM News)

16. Main Takeaway:
Even in a digital driven
marketplace, direct mail
is still a very effective
marketing platform.

17. MOBILE

18. 10
70% of mobile searches
result in website action
with an hour.
(IAcquire)

19. 11
A little over 80% of
consumers surveyed
stated they would
delete a mobile email if
it didn’t render properly.
(Blue Hornet)

20. 12
65% of all email is
opened on a mobile
device, such as a
smartphone or tablet.
(Venture Beat)

21. 13
Almost half of
consumers will abandon
a website if it renders
poorly on a mobile
device.
(The Social Media Hat)

22. 14
40% of mobile
searches are focused
on local services.
(Think With Google)

23. Main Takeaway:
Consumers increasingly
use their mobile devices to
access the internet and
interact with pieces of
marketing. Your website
and your emails should
be designed for the mobile
experience.

24. VIDEO

25. 15Consumers spend an
extra two minutes on
websites with video,
versus sites that don’t.
(Merchant Marketing
Group)

26. 16
More than half of all
mobile traffic is online
video.
(Merchant Marketing
Group)

27. 17
Video on landing pages
leads to an increase in
conversion, in one test
case as much as 86%
conversion.
(EyeView)

28. Main Takeaway:
Video can be a powerful
way to enhance your
website and marketing
materials.

29. 17
Video on landing pages
leads to an increase in
conversion, in one test
case as much as 86%
conversion.
(EyeView)

30. WEBSITE

31. 18
A one second delay in
loading time can reduce
conversions by 7%.
(Kissmetrics)

32. 19
A loading time of more
than three seconds causes
40% of shoppers to
abandon the website.
(Kissmetrics)

33. 20
In April of 2015, Google began
using mobile­friendliness as a
ranking signal in search results.
This means if your website does
not smoothly translate to mobile,
it may not rank higher in search
results when a consumer searches
from a mobile device.

34. Main Takeaway:
Make sure your
website loads quickly
and incorporates
responsive design..

35. SOCIAL MEDIA

36. 21
According to a report from
LinkedIn and Cogent Research,
5 million investors with assets
$100,000 or more use social
media to investigate their
financial decisions.
(LinkedIn/Cogent Research)

37. 22 Most high­net­worth investors
use social media, over 90%.
(Linkedin/Cogent Research)

38. 23Over 60% of advisors
who used LinkedIn for
prospecting acquired
new clients.
(LinkedIn and FTI
Consulting)

39. 24
According to a recent
American Century
Investments report,
about 43% financial
professionals identify a
positive ROI to their
social media use.
(American Century
Investments)

40. 25
A recent Putnam survey of
over 800 advisors, found
that 79% had found new
clients via various social
media.
(Putnam Investments)

41. Main takeaway:
Social media, especially
LinkedIn, can be extremely
useful to connect with new
clients. These clients include
high­net­worth individuals and
others many advisors would
identify as their target market.

42. Legacy Financial Partners is an independent and full
service Life Insurance and Annuity FMO that provides
specific marketing solutions to help their clients succeed.
Using dynamic tactics, an extensive support network
and progressive marketing options, Legacy Financial
Partners provides unique and specific development
strategies to their business partners.