1. Use Your Words
Email Marketing for Financial Services:
Putting your Email to Work

2. Get to know your customers and develop a plan tailored to their needs and interests.
Let your email marketing efforts do the initial legwork leaving you with qualified leads for your
sales team.
Everyone is trying to do more for less these days, but that doesn’t mean now is the time to
suspend marketing activities. It’s the time to communicate regularly, keeping advisors, clients
and prospects abreast of your best ideas and read on the markets.
Email marketing isn’t a one-size-fits-all approach
Content rich, professional
emails are an inexpensive,
timely way to stay in front of
clients and prospects.

3. We’re living in a texting and
tweeting society
 Keep emails brief
 “Airy” and easy to read
 Use bullets & short statements
 Use emails to link to more wordy pieces like newsletters,
commentaries, media coverage etc.

4. Secure an external email service
 Don’t risk your company being marked as spam
 Customizable professional look – not likely found in internal email services
 Ability to track engagement such as opens & clicks
 A/B testing can show which emails resonate with which audience
 Take advantage of lead scoring to generate qualified leads for your sales
team
 Split your database into multiple lists such as current advisors, hot
prospects, trade show contacts, etc.

5. Use the right tool for the job – segment your
audience and send relevant information
 Advisors are looking for ideas and relevant market messages to share
with their clients and prospects
 Investors want to know their money is in good hands
 Prospective advisors need to understand better what you and your firm
are all about
 Journalists need to know you are in the game
Content that is highly appropriate for each audience is most likely to pique
their interest and build brand loyalty

6. How to Guide
Nuts & bolts of
email execution

7. Getting started
Now you know WHY an email program is important but you might be wondering
HOW to execute?
Getting started – tips & tools of the trade:
 Professionally designed template – one consistent with the feel and brand of your
company. If you’ve employed an email service they can help you design one, or provide
you with pre-designed templates you can customize.
 Responsive email template – using a responsive template ensures the email will adapt
to the screen it’s being viewed on. Whether the reader is on their desktop, iPad or
phone you want to be sure your email appears as intended.

8. Best Practices
 Brief, tantalizing subject line (5-8 words). Make them want to
open the email
 Increase open rates and trust factor by sending from an individual
rather than a company
 Avoid text heavy emails
 Refrain from attachments – use links instead
 Experts suggest financial service emails sent on Tuesdays, near
the end of the work day, have the best open rates

9. Ready to take the plunge?
Email marketing is an excellent and relatively inexpensive way to extend your reach and get your story
out to thousands of advisors on a regular basis.
Following up by phone with those advisors who indicate interest by opening and clicking various links in
your email is an excellent way to nurture new relationships.
Call us at 703-299-8390 for assistance in managing an ongoing email campaign or just to get you on
your way with a recognizable, professional template you can add content to on a regular basis.