Email marketing remains one of the most powerful tools for financial advisors. It allows you to maintain relationships with clients, nurture leads, and position yourself as a trusted expert in the field. However, one of the common questions advisors ask is, “What do I write about in my emails?”
The answer lies in balancing content and sales. Roughly 80% of your emails should focus on providing value, while only 20% should be sales-oriented. This strategy not only builds your credibility but also creates a sense of reciprocity, making your audience more inclined to engage with your services when they’re ready.
Content First: Building Trust Through Value
The first step in writing emails is to focus on content that resonates with your audience. You are the expert in your field, so share that expertise. But don’t simply write about what you think is important—take the time to ask your clients and prospects what they need to know. This makes your emails more relevant and engaging.
An active email list is more valuable than a large but inactive one. So, make sure you’re regularly engaging your current clients, past clients, and leads. If you haven’t started building an email list, now is the time to do so. Even a list of 30 or 50 people is a solid start. As you grow your list, remember that activity and engagement are the key metrics of success.
Ask the Right Questions
Before sending out emails, it’s crucial to ask your audience what they care about. By asking just three simple questions, you can unlock valuable insights:
- What did we do right? This will give you positive feedback and can even lead to testimonials.
- Where can we improve? Negative feedback is just as important; it helps you identify areas for improvement and build stronger relationships with your clients.
- What is your single biggest challenge in your business? Understanding the challenges your clients face helps you tailor your content and services to meet their needs.
These questions can be seamlessly integrated into your email communications. You could include them in your email signature or as part of transactional emails. By doing so, you’ll receive consistent feedback that will help you improve both your content and services.
If you’re serious about growing your business in 2024, email marketing is an essential tool. Start by building or refining your email list and then focus on delivering value. Consistently ask your audience for feedback, and tailor your content to meet their needs.
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