EMAIL TIP FOR FINANCIAL PLANNERS:
For your monthly email newsletter (if you don’t have one… please think about getting one, it’s your most valuable point of contact for online communication!), don’t use a recurring email subject line; change it for every campaign.
The goal of staying in touch with your client regularly is not to give them information. They can ask Google for that. The goal is to remind them that you’re available to them, personally – not just as a number on your list.
In your business, relationships are make or break!
Making regular, and personal, contact with your clients offers immense value to your financial advice business:
- It builds trust
- It reinforces you as a professional opinion leader
- It reminds your clients that you are always available
- It adds ancillary value to your relationship
- It drives traffic to your website and social media
- It gives you stats about who has opened or clicked on your email
A recurring email that is relationship based (not for reports*), should be relevant to that moment – and so, the email subject line should change too. When people start to see a recurring subject line (Like: Money Matters with Mary, or In the Loop with Ian, or Insights etc), they will delete more frequently than they actually engage. They already get heaps of emails with recurring subject lines from retailers trying to sell them things – you will get lumped into this too.
You can’t sit with your clients every month over a cup of coffee – but you can send them a personalised email that is relevant and gives you stats about who is engaging, and who isn’t. If you don’t have this in place, chat to my team today.
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*Disclaimer: The opposite of the above is true for technical emails where stats are given. This type of campaign is not relationship based, they are most often purely for compliance, and a recurring email subject line is then helpful to track changes from month to month.
